1. Less is Always More
A logo should be simple yet meaningful; when starting the process of branding your company, first brainstorm what your trying to convey with your logo. What is the essence of your company in the simplest of terms? Try explaining your company in five words or less.
Use this exercise to distill your company to its core values. This should help spark ideas for imagery, typography, and the visual direction. Adding unnecessary visuals or graphic elements to your logo will only deter from the core values you are trying to illustrate. A better approach is to be witty or clever in a simply way, or use negative space to amplify the visual.
2. For God’s Sake, Use a Grid!
A well designed logo (most often) follows a strict grid structure as a framework for creating the icon, wordmark, or lettermark. There is nothing worse than a logo that is improperly aligned, or not balanced correctly. Even someone with an untrained eye can notice these inconsistencies, even if they can’t identify exactly why it doesn’t look right.
Starting with a proper grid structure will also help you down the road when creating guidelines that pertain to proper alignment and layouts.
3. Big / Small / Black & White / Colour
Logos are used in countless applications, ranging in size and in colour. Make sure the logo you create can look good in small and large applications, as well as in colour and in black and white. I always start designing in black and white and add colour later. This ensures you’re not relying solely on a colour palette to create a nice logo.
4. Make it Timeless
Stay away from using trendy fonts or current design styles, or your logo will look dated in a few years. A good brand should stand the test of time.
5. Application is Key
A logo is rarely used on its own, and is most often used with accompanying graphics within a layout. Creating a strong visual system further pushes the brand aesthetic as a whole and elevates the logo when used in both print and digital applications.
Cory is 88 Creative’s senior designer. You can see more of his work on his Instagram.