Logo Design Tips


From doing competitive research to selecting colours, fonts, and shapes, logo design can be intimidating. Before I starts designing a logo I always look for what has been done before. I usually look for contextual references, research history and articles. The more research you do, the deeper you go, the better the result will be. After doing the research I start designing. I usually start working on paper and move to digital screen after I’ve developed a few concepts with some potential. I always stick to these three rules when designing a logo:

  1. The logo needs to be appropriate. It needs to portray the personality and the feeling of the brand. For example, if it’s a sport company their logo most probably will be bold and dynamic. It’s important to remember that the logo doesn’t need to be too expressive. “The logo is not a sentence. It’s a period at the end of the sentence.” - I love this approach as it always keeps me focused.

  2. The logo needs to be memorable and distinctive. One of the main traits of a good logo is that it persists in our mind. After seeing once or twice, you’ll be able to describe it to somebody or doodle it on a piece of paper.

  3. Prioritize simplicity. This is maybe the most important trait of a good logo. It needs to be simple. It should look good in any format or size: as a favicon, pixel format, reproduced on uniforms, or displayed on a billboard. Try to eliminate the amount of typefaces, point sizes and colours to one or two. We can certainly tell when we see a bad logo: it’s too generic or too complicated, it falls apart in a small size or in a pixel format. In order to create timeless logo you’ll need to find a balance between something simple and something distinctive. When you strike that balance it means you found the right solution.

There are of course many more components of a logo, but making it appropriate, memorable and simple are by far the most important traits of a good logo. Good luck!

Ella Shteynle