How to design a logo
Want to know how to design a memorable logo? Here at Printing Brisbane we know that you don’t have to spend hundreds or thousands of dollars to design a great logo. You can design it yourself, and it has every chance of being a huge success. Or you can engage a designer who can do it for you. This article offers brief ‘food for thought’ if you are thinking of taking the DIY path of logo design, and has advice for those who want to be fully prepared before briefing a designer.
1. Keep it simple
No photos. No crazy photoshop effects. It has too look good on everything from an envelope to a banner, t-shirt and a corporate jet. Can it be printed? Can it be embroidered? What about signwritten? Keep the big picture in mind—some of the world’s best brands know this, and their logos are simple. If Salvador Dali could tone it down for Chupa Chups, you can too! Easy to use in any medium, and instantly recognisable. That’s all you need!
Micrsoft logo – it’s perfectly simple and versatile
Salvador Dali got it right with the Chupa Chups logo
The Shell logo. A picture of the company name says it all without saying a thing!
Nike logo – it’s simple and instantly recognisable. Branding gold!
2. Text vs Image
Do you want to use text, or an image, or both? If text, do you want a whole word or initials? Abstract or clear? Or no text at all and just a strong image? Coca Cola, Superman, FedEx and McDonald’s all use text to varying degrees. Shell and Microsoft logos are easily recognisable with or without text. When it’s on your business card, will you need to write the company name again, or will the logo say it all?
Coca Cola logo – it’s an iconic use of text, and has hardly changed since the very beginning
A single M. That’s all they need. Pay attention if you love your special effects just a bit too much
The striking use of text for the FedEx logo is simple, obvious and effective.
Is it a bird? Is is a plane? No – it’s a logo that even a 3 year old can recognise. Hooray!!
3. How does it look in greyscale?
If your logo loses all definition and meaning in black print or greyscale, then get back to the drawing board, or you will spend a fortune on full colour printing for ever more! The clear shape of the Apple logo translates perfectly. It also adapted easily to a modern look in recent years. Please, don’t choose fancy Pantone spot colours without a good reason. They will cost you a fortune when it comes to printing flyers and stationery down the track. Contact us if you want to know why. Please be careful!
Apple logo – it’s easily adaptable and was recently seamlessly updated
The Apple logo is quirky and memorable.
The Apple logo loses nothing in black or greyscale.
4. What to avoid in logo design?
Don’t do things that have been done before. Piracy is not cool, OK? Try to match the style of your logo to your audience. Get as many people as possible to cast an eye over your concepts in case there is an inappropriate innuendo that you may have missed.
Really, please do get a few people to check it before it is too late!
It is widely agreed that the London 2012 Olympics logo was not money well spent.
This is a rising sun behind a tea house. Yes, it is!
Printing Brisbane’s Top Tips for Logo Design
1. Check out what your competitors at the top of your field are doing. Learn from them.
2. Make sure it works well in print, on screen, on promotional products, on the side of a building.
3. Make sure it appeals to your target market. Ask them!
And if it is just too hard, call us. We can help. Logos from under $100 for the very basic to $400-$500 for something very professional. Feedback and opinions offered free of charge!
