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A blank page: What Makes A Good Logo?

Updated: Jan 10, 2019



A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without colour. A great logo essentially boils down to two things: great concept and great execution.

Logo Design Process “Some wonder what’s so difficult about creating a good logo. They’re small, they look easy to do, so no problem, right? When you only see the result of a designer’s efforts, the logo creation can look like it was a simple task. But it’s not. A logo takes thought and creativity, and many elements combine to make a good one.”

When creating a logo, follow a process that ensures the final design meets the needs of the clients. Below, we have listed the typical process that professional logo designers follow. With practice, you will no doubt develop your own.

Design brief. Conduct a questionnaire or interview with the client to get the design brief.

Research. Conduct research on the industry itself, its history and competitors. Problem-solve first, design later.

Reference. Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.

Sketching and conceptualising. Develop the logo design concept(s) around the brief and your research. This is the single most important part of the design process. Get creative and be inspired. As Dainis Graveris has written once, “sketching isn’t time-consuming and is a really good way to put ideas in your head right on paper. After that, it’s always easier to actually design it on the computer. Sketching helps to evolve your imagination: once you understand it, you will always start from just white paper.

LOGO DESIGN PROCESS CASE STUDIES For some in-depth examples of how professional logo designers work, check out these logo design process case studies:

As mentioned, a good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner's intended message. You should follow the five principles below to ensure that your design meets all of these criteria:

1- Simple 2- Memorable 3- Timeless 4- Versatile 5- Appropriate


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