What Makes A Great Logo - How to

[PainFreeMarketing]

Rather than re-write what's already available on the net, I have a great link to 'what makes a great logo' and thought I'd share it with you here.

http://www.davidairey.com/what-makes-a-good-logo/

Having seen a few samples lately, there are clearly some design considerations missing.

From the above source:

"There are five elements that can be seen in every iconic logo:

1. It’s describable
2. It’s memorable
3. It’s effective without colour
4. It’s scalable i.e. works when just an inch in size
5. It’s appropriate"

Meanwhile, I think the three colour rule which applies to primary information in advertising materials should also apply to logo's. But that's just my opinion.

More on how colour should be used in advertising can be found here:

http://books.google.com/books?id=A8T...esult&resnum=9

[custardfish]

3. It’s effective without colour

I usually describe this as 'works in silhouette' - people often think of 'greyscale' design if you say without colour, and really what it means is ALL black.

Logo design is probably the hardest design project to do well.. most people massively underestimate the amount of time a designer will spend coming up with 'one' design!

Most of the time its very much a process - not a magic act where it 'just' appears.

[Calibre Designs]

most people massively underestimate the amount of time a designer will spend coming up with 'one' design!

Most of the time its very much a process - not a magic act where it 'just' appears.

sad but true...

[Lasting Designs]

I usually describe this as 'works in silhouette' - people often think of 'greyscale' design if you say without colour, and really what it means is ALL black.

Logo design is probably the hardest design project to do well.. most people massively underestimate the amount of time a designer will spend coming up with 'one' design!

Most of the time its very much a process - not a magic act where it 'just' appears.

You are wrong on this bit, the original artical is right, solid white is just as valid. Solid black may be the choice of logos on a light background, just as white may be the case on dark, it's not always the case. You talk a lot of sense on the rest though.

[Eagle]

^ Bad advice, quite frankly.

[custardfish]

You are wrong on this bit, the original artical is right, solid white is just as valid. Solid black may be the choice of logos on a light background, just as white may be the case on dark, it's not always the case. You talk a lot of sense on the rest though.

Solid black, white, pink or yellow the general rule is the same - that the logo works in one solid flat colour.

Its pretty damn obvious (as in I didn't mention it!) that a white logo is best on a dark background and a black logo on a light background. But that's to do with contrast in your design/artwork and nothing to do with the initial logo design.

'without colour' is greyscale.. not 'one' colour - so the original piece is just plain wrong.. I mean whats the point its making? Pretty much EVERY logo design will look fine in greyscale so its not saying much is it?

Essentially all great logo's have a quick visual recognition, having an instantly recognisable 'silhouette'.

Think of the Nike tick, McD arches, IBM, cK, CocaCola, WWF Panda, Olympic arches.. now I'm not sayin they can't have colour because you obviously can. But turn the 5 coloured olympic rings to solid black (or white!) and the 'silhouette' / outline / shape is still instantly recognisable.

Its not about the 'colour' at all - its more about the shape if anything.

[Fuzzy]

^ Bad advice, quite frankly.

Well said

[chris.roland]

I wouldn't say it was bad advice to make your own logo, just make sure you're working with someone who know what they're doing, or read online and books for advice. There's nothing worse than using an online tool so your logo ends up looking like... everyone elses! Make your own, be bold and adventurous, and your business will be seen as such (often a good thing).

Also notice people who DESIGN logos don't want you to make your own...

[Lasting Designs]

Also notice people who DESIGN logos don't want you to make your own...

That's bull...

People who design logo's don't want you selling your business short. We understand the methodology and process that make great logo's, something that can be learned. It's just as in many other ways, for other industries, the way a question is formulated, you know that they are in deep water, and there are three choices, swim, sink or treadwater and get help... I think you'll find we care about the reputation of our industry more than picking up an easy £50*.

I can count on the fingers of one hand the amount of jobs I've tendered for on here or another place, mainly because I have enough on my plate as it is, but it won't stop me offering advice. It's a sad world when advice is mistakenly seen as touting for business, moreso when this line of thought could apply to a significant number of posters here.

*(about the going rate for the less than full package offered by knowledge driven and experienced designers)

[Indizine]

Design people 'advise' you don't make your own simply because unless you are a designer, it will look cobbled together and if your logo looks homespun, so will your business. Pretty much like a website, a brick wall, or anything else you have a pop at without any experience and the right tools.