From Productiv: Introductory Logo Design

Designing a logo (either for yourself, or for a client) should be, in my educated opinion, a serious undertaking. There are a number of things to consider when it comes to creating a proper branding - local, national, or global, translation to various mediums, mission statement of the business, target audience, and ensuring that it is as timeless as possible.

Some good examples of well done logos that you should research would be ones for AT&T, Nike, Pepsi, Coca Cola, and Apple Computers.

Once you've had a chance to look over the aforementioned logos (don't worry - I'll wait), I'll discuss a few elements you need to consider in designing one yourself.

Ready? Good. Here is a short list of some of the most important (in my educated opinion) elements in logo design.

• Typography. It isn't just about choosing the right fonts - it's about choosing the right spacing, line height, and general arrangement. It is also important to be cautious when reviewing existing type faces - some, while interesting, may not maintain a steady appeal for long.
• Pick 3 or 4 things you (or your clients) want to convey, and stick with them. These should encompass the basic theme of the business - family friendly, cutting edge, down to earth, etc. You can even focus on emotional/psychological responses, such as sincerity, devotion, and trustworthiness. Be cautious about getting too specific, though - too many subjects, or too specific a subject, can become a detriment in the creation of the logo, and can easily be lost within it.
• Whitespace doesn't always have to be filled with something. It isn't uncommon for branding usage guidelines to include requirements on whitespace around the logo, to make sure that it isn't lost in advertising or product design.
• Methods of display. Don't forget that your company's logo may be printed in newspapers, magazines, and more - and sometimes, the print quality may not always be quite what it should. Having multiple versions for various printed mediums (using as few plates as possible in CMYK or RGB printing, for example) is never a bad idea, and can also aid in creating variety and assisting product/advertising designers in coming up with aesthetic products and displays without being limited to a select shade.
• Don't just design the logo in Photoshop, or some other raster format. Having a vectored version of the logo is CRITICAL in newspaper printing, especially if your logo uses just solid colors and type.
• Have a few colleagues as well as non-artists of various backgrounds participate in criticism for the first draft, and subsequent revisions. It goes without saying that you aren't the end-all genius of logo creation, and that even you may miss something, or make a poor choice.
• Avoid rushing any changes, if at all possible. Whenever a client, or your review board asks for a revision, and you aren't under a deadline, take a week or so to analyze the suggested changes, to be sure that you aren't swayed by attractiveness before cohesiveness.
• Logo designs shouldn't (in my opinion) change more than once every two years, approximately. Even then, any changes you make should be minor revisions, such as typography, or updating to match a changing industry and client base.

Don't forget to do more research on the subject. Later on I may publish more detailed information on the subject of logo design, but even then, consider other professional opinions if you are new to the field.

-WFL