1. Where’s the Brief?
Some clients may be reluctant or not educated enough to provide a detailed brief. It is important not to give up and just proceed with a weak brief. A weak brief will almost always lead to a weak logo. The more information you gather the easier the brief will assist you in finding a solution.
Approach a logo design as a problem-solving exercise. Research your client’s background and market.
Ask yourself questions like: What is the purpose of the logo? Who does it need to appeal to? What is the client’s goal and how can I help them achieve it? Do the visuals help accomplish the goal?
Your visual needs to be a problem-solving tool.
To create a memorable identity, avoid the obvious. Instead of just depicting what a company does, concentrate on what makes it unique. Analyze how your client got to be where they are and where they want to be. Look for messages that will resonate with their audience.
4. Simple is as Simple Does.
Simple logos are usually more memorable. Think Target, Nike, Apple, etc. A memorable logo will also aid brand recognition. When designing a logo, don’t think, “What can I add to this design to make it better?” Instead, focus on what you can eliminate from the design to make it more memorable.
5. Ebony & Ivory—Perfect Harmony.
By excluding color at beginning stages it allows the design and shape to communicate the message, and not overshadow the purpose. If your design is effective, it will communicate simplistically.
The right structure, form, spacing and style of the font can make the design sink or swim. Type selection should never be an afterthought. A great structured typeface can really make a huge difference in the quality of your work. It’s usually better to avoid poorly made free fonts.
7. The Big Picture.
Even if your client doesn’t request it, consider how a logo could be utilized as part of an overall identity system. This allows the logo the flexibility and potential to grow with them. Plus, it opens the door for more business when the client wants their new identity on everything.