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Logo designing is one of those things where on the outside, it is all rainbows and butterflies, but on the inside, it is rainbows, butterflies… and fire.

For someone who has zero or minimal knowledge in graphic design, creating a logo might be something that sounds exciting and interesting, but for well-experienced designers, it is something that can automatically cause them to take a deep breath and think how demanding that task can really be.

There’s just more to it than mixing and matching shapes, icons, letters, colors, etc. Clients will be more meticulous than ever because logos carry a significant load. It is a vital representation as it can greatly influence the world’s perception of their brand — the way they are perceived is obviously crucial because it can affect their profit.

So, how complex can it be? What type of preparation is usually needed? What are the things to remember? There are countless questions to be asked, but we believe these eight tips can guide a designer to the correct path.

SEE AS MANY DESIGNS OR LOGOS AS YOU CAN

When your creativity is on the line, one of your worst enemies will be yourself, and talent won’t be able to bail you out if you don’t have the knack for coming up with concepts. To remedy that, start off by viewing as many logos as you can – don’t make exceptions. This is done to stimulate your creative juices and make you have a ton of references. The more logos you see, the better (and probably quicker) you can visualize ideas. That shape, icon, or whatever image it is you are thinking of will poured in with dozens of variations. It is similar to web design when you are scouring the net for web design ideas.

KNOW THE BRAND’S IDENTITY/VALUES

This one’s quite obvious.  Learning about the brand is the master key in creating the right logo. It keeps you on pace to portray what you have to portray. Thinking outside the box is nice, but it’s a phrase that’s getting thrown around way too much. Remember that there’s a fine line between thinking outside the box and being in the norm. It can be the most creative logo of all-time, but if it doesn’t fit with the business’s identity/values, it will not work. The business and the logo might be famous for all the wrong reasons.

AVOID CLICHÉS

It sounds contradicting with the previous item, so hear it out first. Avoid clichés in the sense that you shouldn’t put a bird for peace organizations, bulbs for ideas, speech bubbles for instant messaging software, roof(s) for real estate, three bar graphs and/or an arrow for consultant firms, etc. Try listing relevant keywords about the business, run with it, and transform it into a cliché-free logo.

MAKE IT TIMELESS

Keep in mind: Logos are made to last. It’s not a contest of who’s going to be the most trending when it is released, it’s about making the most memorable, Nike’s Swoosh (checkmark) logo is exhibit A.
It may be a struggle to get out of the “incorporate-what’s-popular” bubble, you just have to think ahead and remember every trend has a 99.999% chance of eventually dying down.

USE THE NEGATIVE SPACE

If you have tried researching about the whole science of creating logos, you have probably encountered blogs where hidden messages in logos are listed. Also, some of the most beloved logos have these in them. Among the most popular, thanks to its simple-but-brilliant way of going incognito, is the arrow in the FedEx logo – take an extra look at the “E” and “X.”

What this does is add interest and a little bit of story to the logo, which is usually good. There’s also a nice psychology to it. It is human nature to like or be impressed with something if it gives you an a-ha moment. That, of course, is present in putting hidden messages in logos.

COLORS MATTER

This is another rule that you have most likely read while trying to research. If you are sceptical, don’t be, this is definitely a thing and it is an essential part in branding. Every color has a meaning and it can dictate people’s first impressions. Check out the image below to know more.

MAKE IT CLEAN, DON’T OVERDO IT

“When in doubt, take it out.” It is a helpful rule in logo design. This may apply to A) parts you like but don’t know where to put and B) parts you like but make the logo dirty or cluttered. With logos, always remember that among the priorities is to make it clean. There’s no room for overdoing certain shapes, colors, etc. Compare it with simple web designs, you’ll see a great mixture of elegance, simplicity, and efficiency. Moreover, if you are dealing with a client that has a long history, don’t overdo it by trying to include all the pieces, unless it looks clean and smooth.

SHOW YOUR DESIGN AROUND

It can be with people in your field, friends, or anyone. Having different eyes go over your work can help because they are likely see things or details that you don’t, which may open you up to more ideas. Make sure they check it thoroughly; tell them to see it flipped, sideways, inverted, far, or in any angle they can think of. As you go along this particular stage, try to write down what everyone is saying and see what the common thread is; it can contribute to the betterment of the piece.

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