Logo my Ego
I’ve been trying to write a blog post about logo design and my process for a while now but life happens. I’ve been working in my craft now for about 13 years and have seen a lot of trends come and go. There are some principles that remain constant, however.
The first thing we try to set up with a new client is a discovery meeting to make introductions and get their thoughts on what they’re looking for. Sometimes a client can provide great feedback on their mission, brand colors and a sense of what they are looking for in a brand. Other times we hear something “modern vintage,” and for me, the first thing that comes to mind is a PT Cruiser, and just…no. Often, we’re not given any limitations, which can become a blessing and a curse. On one hand, you have the ability to create something new and fresh and surprise the client with something they hadn’t expected and capture lightning in a bottle. On the other, it can become a challenge because you have to become a mind reader and well, bring on the revisions!
The key point to remember when it comes to initially designing a brand is to stay on trend with a hint of timelessness. Trends can be a fickle and tricky task to tackle. Simple and flat, embossed and heavy on effects, all lowercase with gradients, and well you get the point. What’s appealing today may look dated and ugly tomorrow. To help simplify the process, we focus first on two key components.
A strong legible typeface that can work well with a secondary font for headlines and a secondary font for body copy. If a person can’t read it, then what’s the point.
An icon and color that can help identify a brand in various media and push a brand from having just an icon to something iconic. A logo should always be identifiable from as small as a thumbnail or as large as a building.
I learned early on that necessity spurs creativity, some guidance is better than none and having an open mind for what a client has in mind can steer to us to unexpected places…as long as it’s not in a PT Cruiser.
Below are some examples of logos I’ve worked on over the years and while some can withstand the test of time, others haven’t quite aged like fine wine.