How to Create Amazing Logos That Make Sense for Your Brand
Logos are the biggest little thing you will create as a designer. With one or two words or even just an icon, you have to design something that can represent a company's image. A great logo has to be eye-catching, easy-to-read, and compatible wih everything from business card printing design to printing brochures. The best way to get better at something is to practice and educate yourself. With this in mind, here are some tips for building your logo creating skills.
Observe Logos and Fonts
Make a point of observing logos. Start with the logos on the items sitting on your desk. Notice the wrappers on the snacks in the vending machine. Take business cards from reception counters. Look at store signs as you drive down the street. Look up company logos online. Examine these logos and see if you can put into words what makes one good or bad. Keep a collection of logos that work. Write down the qualities that seem to be in many of the good ones.
In general, logos should be bold because thicker lines translate well when the logo is reproduced. Logos should also be legible, which means simpler is usually better, especially since logos are often used on a small scale level such as for business card printing. Really great logos use symbolism or plays on words that capture attention and stick in the viewer's mind. Observe lots of logos so you can add to this list of good logo qualities.
Also observe different fonts. Most logo designs are built on fonts. The company's name is what you need to communicate, after all. There are thousands of good fonts available. In your spare time, browse the Internet and look for fonts that spark your interest.
Sketch What You See
Develop your drawing skills. Buy a sketch pad and practice drawing a few times a week. The more you draw, the better you will get. Draw objects using only basic shapes like triangles and circles. Try drawing an object using as few lines as possible. Take away one line at a time and see how few lines you need for an object to still be recognizable. Draw with a marker, since the bold lines of a marker will help you keep your drawing simple and strong.
Research Other Logo Designers' Works
Look up logo designers online. There are lots of design groups on Twitter and Facebook and most successful designers update a blog regularly with their design process. Designers are usually very generous about sharing their ideas. When you read a blog post by a designer, do not be afraid to ask questions. Most designers would be happy to help. You can also read design books; Logo Design Love: A Guide to Creating Iconic Brand Identities by David Airey and Logo by Michael Evamy are good ones.
Make Logos that Can Support a Brand
When designing a logo for a client, keep in mind that the client has to build a brand for his company. The brand needs to incorporate the business's personality as well as that of its customers. Ask your client lots of questions to get a feel for the company. When you create a logo, imagine how other marketing materials might look. When you show your logo design to a client, mention how it might look on a design for business card printing, website, or even signs. Showing how the logo can fit within a brand will help sell the client on it.
So do your research and practice, practice, practice. With hard work and time, you can develop your skills as a logo designer and compete with the experts.
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