Exploring Logo Design

Design Tips: What We’re Reading

By Emily Keehbauch

As a Graphic Designer, I am always looking to improve my skill sets. To further this process, I read the book Logo Design Love by David Airey. This book is all about creating memorable logos and then developing them into brand identities. Full of useful information for any designer, Airey’s book provides insight for those of us who have struggled to find initial inspiration for a logo design. Here are some of the most helpful takeaways I found in the book:

“When designing logos, ask lots of questions.” Start the design process with all the information you can get from the client. Gather their requirements, wish list, competitors, etc. It is better to ask questions up front, than to spend a lot of time on a design that is not what they are looking for.

“A logo doesn’t need to say what a company does.” This takeaway is especially helpful for designers and clients alike. A bookstore, for example, does not have to have a book in their logo. The logo does not necessarily need to advertise the product or service. Some great examples are Starbucks and Volkswagen. Try to think outside the box, and do not go for the literal approach. Literal can be forgettable.

“Not every logo needs a mark.” A logo does not have to have a graphic symbol to be memorable. Sometimes, graphics can take away from, rather than add to the design.

“Work in black and white.” If your logo works in black and white, it will work in color. Always add color to your logo at the very end of the design process.

“Aid recognition.” Less is more. Simple is better. Keeping your design simple, yet elegant, makes it easier for the consumer to remember it the next time they see it.

“Be consistent.” Always be consistent with your logos and your branding. Keep colors, typefaces, and the general “look and feel” of your company design consistent. As Airey says, “Consistency breeds trust. Trust wins customers.”