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5 Principles for a Good Logo Design

By Amy Norman

5 Principles for a Good Logo Design Charlotte, NC Pinckney Marketing-2.png

Logo Design for Winners

1. Do the research

Every design has to start somewhere, and with logos that start should be research. Having knowledge of the company and what they do is the first step to set yourself up for success for a logo design.

This is always a good place to start, because you’ll have a better understanding of the direction to take with the logo.

Example: A toy store logo will be designed differently than a logo for a doctor’s office. The toy store will allow for more out of the box and fun ideas, whereas those probably wouldn’t be appropriate for a doctor’s office who is looking for a more sophisticated logo.

Most importantly, don’t be afraid to ask the client questions. Asking questions, even obvious ones, and getting all of the information you need is better than being left in the dark because of unanswered questions.

2. Always be aware of design choices

When you finish your sketching and start bringing your ideas to life, it’s important to be aware of the choices you’re making.

The right typography and color palette can take your logo to the next level, but if it’s wrong it could break your logo.

The big debate around typography is sans serif vs. serif, which is best for your brand?

This ties back to the research step of the design process and the personality you want your brand to have.

Serif fonts have a more sophisticated and classic feel to them, while sans serif feels more clean and modern. Don’t be afraid to combine the two though, sometimes all that’s missing is an awesome serif and sans serif combination to elevate your logo.

Along with your font choices, the color palette of your logo plays an important role in your logo design as well. Your logo is most likely the first impression someone will have of your company, and the color choices have a way of affecting the way someone feels about your brand.

Red has a sense of excitement and passion, blue is more calming, and black has been known to have a feeling of luxury. The personality and feel of your brand should play a big part in color choice to create a successful logo.

3. Create simple, unique, and memorable

With the amount of logos that have been created, it may seem overwhelming to come up with ideas that aren’t too similar to already existing logos or something that can surpass competitors logos.

But have no fear, it can be done.

One thing I like to tell myself when concepting a new design, not just logos, is that it can be literally anything. Yes, there are parameters and things to take into consideration when designing, but there are also an infinite amount of ways something can be designed.

So let the ideas flow, and create something awesome.

4. Consider how the logo will be viewed

When creating your logo, it’s important to consider how the logo will be viewed. Will it be seen online on a website, large scale on a billboard, or small scale on a letterhead or business card?

This is important because if you’re creating a logo with a lot of detail, those details could be lost when scaled down.

A logo doesn’t have to have a ton of detail to make it interesting and memorable. Another thing to consider is how the logo would be viewed in black and white after choosing your colors.

Most of the time the logo will be viewed in color, but you need to be prepared for it to be viewed in black and white and still be recognizable.

5. Take some time away from it

One principle that I believe is very important, not just in logo design, is taking time away from the project.

Every designer goes through burnout periods, I know I have, and if you spend all of your time on one logo it’s easy to do so. You put hours worth of work into the design and then just start drawing a blank.

When this happens, instead of forcing yourself into coming up with new ideas, walk away from it or work on something else. Whether it be an hour or a day, whatever the deadline permits, it can be helpful to stop thinking about it and come back refreshed and ready to go.

I’ve had some great ideas come from taking time away from a design. It might sound counterproductive at first, but trust me, you’ll be surprised what can happen when you allow yourself to take a break every now and then.

Interested in talking strategy for your logo? Maybe you’re satisfied with your logo, but your brand guidelines need some shaping up. Either way, schedule your free strategy session today!