Designing a great business logo

A logo is a graphic mark, image or design used to identify a company, individual or product. It allows instant recognition of a brand and is crucial for any company or business.

Your logo is your business fingerprint. It’s what makes you unique in your marketplace.

It must:

  • • tell people a lot about your brand, at a glance;
  • • be easily recognised;
  • • be a simple design; and
  • • be memorable – it needs to turn heads!

Of course, the simpler the form, the less special it tends to be.

So the challenge of designing an iconic logo becomes: How memorable can a design be, while remaining simple?

Form meets function

A great business logo is not about what you like or don’t like – it’s about what works.

This isn’t always understood by clients; a lot of people focus purely on aesthetics and forget that we have to create a design that functions well.

What do I mean by functioning well?

For starters, a logo is best designed using a limited palette, with maybe 2 or 3 colours maximum. It should work well in both colour and what’s called ‘greyscale’. And it should easily convert to black and white (which is not the same as greyscale) if needed.

A logo must also be created as a ‘vector’ to ensure it doesn’t lose its quality when resized. Different file formats, such as .psd, .eps, .pdf, .jpeg, etc., can then be created from the initial vector.

Designing your logo

The first step in the process is for you to complete a logo development brief.
This is a really important exercise that will get you thinking about your business and your brand just as much as it will get me thinking about design concepts.
Once you’ve completed the brief, I’ll walk you through the creative process.

Upon completion of your logo design, I’ll supply your logo in a variety of file formats on a CD, ensuring it can be consistently used across a diverse range of mediums.

Don’t try this at home

Designing a great business logo is one of the most difficult tasks I undertake for clients.

It takes a solid education as well as a great amount of experience to start building a logo from the ground up.

You can’t knock up a logo design in half an hour!

Having said that, it’s also one of the most satisfying things I do.
See examples of my logo designs

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