When you start a new logo design project there is lots to consider – so here is a few tips that may help.
There are trends in logo design, just like fashion
Keep abreast of current logo design trends but that doesn’t mean you always have to follow them, keep the clients brief clearly in mind. Evaluate what you design and constantly ask yourself questions:
- Does this logo need something?
- Does this make sense?
- Does this meet the brief?
- Is this self-indulgent?
Over time, most logo designs evolve and change
Your logo design at its simplest, is probably when it’s strongest. Don't try to portray too much in your logo design:
- It doesn't have to reflect every aspect of the company's history or demonstrate what the product or service is.
- A computer company's logo design doesn't have to show a computer (IBM doesn't).
- A restaurant logo design doesn't have show food (KFC) doesn't.
- Keep it simple.
Your logo design and its tag line have to work in harmony as well as independently
A logo design often comes with a positioning statement (or strap line) that conveys the brand message. Many brands have a device or icon that is memorable with their logo. Nike have the swoosh and the tag 'Just Do It' usually seen underneath. These elements can work separately or exist together, this is referred to as a 'lock up'. It’s when both elements have a sense of cohesion between them. The device and the tag can be seen separately, the rule to remember is not to rely on the tagline to make sense of the logo design or vice versa. But when you see either the tag or the device you still get the connection to the brand.