The logo is probably the most controversial part of the graphic design world simply because it is the centerpiece of any brand. It’s an essential part that will be put everywhere and that is why everyone has their own opinion on whether the logo is good or bad. It’s almost impossible to avoid personal taste when it comes to evaluating a logo but if you want to know whether the logo is good, you have to be objective and check things like the brand’s target audience, mission and vision statements, and other important features of an exact brand.
Rule number one – Learn first
One of the most common mistakes designers make is jumping into their creative ideas and sketching different logos before understanding the client’s needs and business. The first thing to do is always to learn about their long-term goals, vision, target audience, where the logo will be used, and many more. We have prepared a super easy 3-step roadmap to learn your client:
- Have a call with the executives of the brand about what it stands for, what are their goals, mission, vision. If your client doesn’t know answers to these questions, suggest them making a brand strategy first.
- Make at least a small list of competitors, analyze their values, visual identities. This will give you a creative edge for creating a valuable logo.
- Learn about your client’s needs by preparing a brief of questions that will guide you through the creative process. (Question examples are in the picture)
Rule number two –The logo has to be distinct
In 2020, over 4 million new businesses were started, imagine the total number of different brands and each of them has a different logo. Sounds crazy, doesn’t it. A lot of people underestimate the struggle behind creating a unique, distinctive logo. However, it’s possible to create something different even today. Here are some tips:
1. Make a mood board that fits Your client’s brief
2. Write out keywords, statements that may help you.
3. Start sketching in your preferred way without looking at the mood board. Pay attention to the keywords, values of the brand, and just let your creative mind take care of the rest.
For mood boards, we recommend you to visit sites such as:
Rule number three –Keep it simple (in most cases)
The third and very important rule is to keep it simple. This is sort of controversial, but let us explain. You see, a logo is usually something that will be used everywhere, your social media, website, business card, TV, it’s a mark that will represent your brand everywhere. This is why it’s important to make it look good when it’s small or when it’s big, also it has to look good in black or white. Simplicity is also the key to making a timeless, memorable logo. Of course, there are some exceptions for brands that are sure their logo will be used only, for example, on the packages and big signs, this is where more representative, drawing-like logos come in place. This could apply to companies such as restaurants or art galleries.
These are the 5 biggest brands (not companies) in the world and all of the logos are simple, minimal, and could be redrawn on a piece of paper:
Rule number four – Timelessness
Logo might be called a perfect logo when its design survives through the years. Nowadays, a lot of designers try to follow modern creative trends, but thinking of how fast the world is changing, each trend becomes outdated very fast. However, ignoring trends is also not a panacea for creating a timeless logo.
So, what to do then? Before starting a process we advise you to:
- Make research of modern and upcoming trends on the market.
- Explore how famous brands update themselves to keep up with the modern era, but keep their brand style recognizable.
- According to received information trust your inner creativity and try to connect all in one, without sticking to a particular trend.
Of course, it’s almost impossible to create a logo that will exist forever in its primary appearance, but in the example below, you can see how the world’s biggest brands solved this problem, just making the logo more minimal and modern, without changing it too much.
Almost every brand in the world has a logo, it’s one of the most valuable pieces for a lot of brands and a misrepresentation of a brand can cause a disaster in the long term. For the new companies or brands that want to redesign, have your values and strategy explained to the designer and trust the professional, do not just use them as a tool. And for designers, always keep inspired by others, learn your client and always search for the best solution, because this can transform the brand in a very positive, or negative way.