There needs to be something that makes your logo out of the ordinary and distinctive.
A logo should be relatively simple so that people can remember it.
Simplicity and minimalism are good concepts to follow. Nothing should need to be added or taken away from your final logo.
A simple logo will work in black and white, even if it is commonly used in colour.
As a simple logo is easier and quicker for people to process and recognise, and easier to remember, hence it can have more impact.
A good logo is readable! There is no point using a fancy typeface if no-one can read it!
If you are designing a logo for someone else, remember to listen carefully to their brief.
A logo designer should have a sense of what the company wants its personality to be, and reflect this in the logo. A logo stands for who the company is.
Establish the company traits and values that you want the logo to convey.
Logos need to work both when they are very small, e.g. on a keyring, and very big, e.g. on a billboard. Logos need to scale well.
A versatile logo will work in black and white even if it is commonly used in colour.
A logo should be able to work on black/dark backgrounds and white/light backgrounds.
Avoid design fads and design your logo to stand the test of time. For example, use fonts that will age well and not go out of fashion.
Bespoke typography, e.g. the Cadbury logo, is a good way to convey tone of voice and give your logo a personality. It will also make your logo unique as unlike with a common font, no-one else will be able to use the same typeface.
A logo should be created as a vector graphic as this will allow you to scale to logo when necessary.
Adobe Illustrator is commonly used to create vector graphics.
The best logos look well balanced and in proportion, and may have some symmetry. All of this adds up to an aesthetically pleasing logo.
If your logo features text as well as a graphic, then the text typeface should complement the graphic. E.g. if you graphic is modern and clean then your typeface should be too.
The video below by Will Paterson is also useful.
7 Principles of Kick-Ass Logo Design by Meg Hoppe on the HubSpot blog.
Logo design tips
Logo design process
How to create a logo
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