Creating logos is a process that requires a lot of practice, training, research (and more practice). Below there’s a collection of tips to help you create fantastic logos, deliver a better service to your clients, and improve your abilities as a designer. There are also several tutorials that you can complete.
1. Research as many different logos as you can to get inspiration, particularly on websites like Logo Gala.
2. Read as many articles and how-to guides and watch as many videos as you can about logo design to learn everything possible.
3. Put structure to your creative process so nothing is missed and so you can work efficiently.
4. Spend time working on getting as much as you can from client briefs as this is the most important part of logo design.
5. Get your pricing right. If you charge too much you won't get clients, particularly as you build your portfolio and reputation. You don't won't to lose money either, though.
6. Read about brand success stories to learn lessons you can use with your clients.
7. Research the client's customers, even if you think you know the audience well.
8. Before putting pencil to paper, immerse yourself into your client's brand learning about their ethos, products, levels of service, and future plans.
9. Keep every sketch you do, particularly those in the early part of the creative process. While you might not like them now, they could form the basis of something you can use later or even on another project.
10. Research your client's competitors and similar companies in other markets to see the types of logos they use.
11. Create word clouds or mood boards to see how different words and ideas work and connect together.
12. Once you have completed your research, assessed competitor logos, and created a mood board, don't look at them again. They will provide a reference point in your mind but the logo you create must come from you.
13. Avoid clichés at all costs and don't try to reinvent someone else’s work.
14. Design the logo for the long-term which means avoiding fleeting trends.
15. Ensure the design is flexible so it works equally well on a massive billboard as it does in the top left-hand corner of a website.
16. Create your logo with a grid to ensure a joined-up design.
17. Even if you're tech-obsessed, start each logo design process with a pencil and piece of paper.
18. Once you have some sketches, use them to create vectors that you can rescale with no impact on quality.
19. Spent a lot of time getting the font right. All good logos feature the right font.
20. Don't use outlandish or ultra-trendy modern fonts that will quickly go out of fashion. When this happens, your client's logo will look old.
21. The golden rule with logo design is to use two fonts but remember it is okay to occasionally break the rules.
22. Infuse the logo with a story - all good logos have meaning.
23. A logo is not just made up of the actual design - the unused space around it is important too, so include this in your considerations as you go through the creative process.
24. Where it is suitable, add the illusion of movement to the logo.
25. All logos have to work equally well in black and white as they do in color. If yours loses all meaning when the color is removed, you should rework the design.
26. The logos you create should be unique, and you should not automatically follow trends, but you should stay up to date to ensure your logos look fresh and modern.
27. Never stop practicing.
28. Spend a lot of time getting the colors in your logo right. The colors used can mean the difference between a successful logo and an unsuccessful one.
29. Don't let your creative juices establish dominance over the objectives of the brand. Remember, it doesn't matter how good the logo looks if it doesn't work for your client or deliver on their objectives.
30. If you can, create a custom font. This is a great way to make your logo unique and make it stand out.
31. The logos you design should be relatable to your client's customers.
32. Never think of yourself as being a great designer as you will stop learning and won't push yourself as hard. This will result in low quality designs.
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