Logo design skills

By Hunter Zhu
Graphic and Media Design

In Superunion ,I have already involved in several designs of some famous brand’s key visual. The logos we designed usually undergo these steps: researching related information about the brand and desired logo, brainstorming of ideas, determining the suitable design, and sketching of logo. Once completed, it will be submitted to the company for further evaluation. In case the logo is rejected, it will be subjected to revisions and will be resubmitted to the company. Through these experiences, I have acquired many skills regarding logo design. Some of these skills are more practical and certain as compared to the lessons learned at school, which are enumerated as follows:

1. Do not start the project without a course plan. In terms of logo design projects, it is of outmost importance to create a plan to ensure that the project will go well. Determine first if the following questions are answered: (a) Who are the target audience of the company? (b) How to improve the old design or create a new logo? (c) How the logo should look like? (d) Is there a need to create several logos? (e) What could be the possible limiting factors in designing the logo? In order to create a concrete plan, it is necessary to talk and form an agreement with the client when it comes to the logo design. We must learn what clients really want,not they say they want or what we think they should want.

2. Create a logo that will stand out from others. This will help the company to be distinguished from the competitors. Therefore, the design must be unique. Do not make it similar to the existing brand logos, or else the created logo will be less recognizable. The design must portray ingenuity and originality in order to create an element of surprise and impress people as well as the company’s image and culture.

3. Do not make a simple design but do not make a very complex one too. The logo design should allow the company to use it for several purposes. A much simpler logo will look similar when zoomed in on open-air advertisements, company gates, digital displays, or even when zoomed out on shirts, bags, business cards and mobile phones.

4. Avoid using complex colors. First, this is because it will entail higher printing cost. A logo is usually designed using two or three solid colors to make sure that the brand logo will stand out. Instead, we could create white logos on solid colored backgrounds for better visual experience wherever you see it.

5. Popular fonts should also be avoided since they are updated once every decade. Fancy fonts are maybe just fads and are not appropriate to use for logo design. When it comes to logo design, it is best to go for classic or simple fonts.

6. Do not offer numerous designs to the client. Also, the design ideas should be consulted within the team and not with the client. Offering the company with too many design ideas might lead to wrong judgment of the client, which will make the project more difficult for the team. Two to three designs are more efficient and sensible to discuss with the client and other designers.