Brand & Creative Studio · 5 min read
How a good logo actually comes about
A logo may look like a matter of taste, but it is really an exercise in problem solving. How the process works and where your input matters.
01It starts with the business, not a sketch
Design begins with questions, not drawings: who do you sell to, what separates you from your competitors, where will the logo appear? A logo that will also live on a shopfront sign is not designed with the same decisions as one that only exists on screen. The answers shape every choice that follows.
02Few directions, each with a rationale
Presenting dozens of options is not professionalism but indecision. Two or three clear directions, each making a different strategic claim, should be shown along with the reasoning behind them. That turns the choice from a beauty contest into a discussion about fit with the business goal.
03Test it in hard conditions
A logo is only good if it works in the worst case. Is it legible printed in a single colour, shrunk right down, or placed on a dark background? A logo that looks handsome on a presentation board but is unrecognisable as a social media profile picture is not doing its job.
04Delivery is more than a file
Handing over a logo should not mean handing over an image file. Which version goes where, how much clear space it needs and what must never be done to it should all be written down. That short guide is what keeps the logo intact over the years.
Need a hand with this?
Let's solve the same problem for you.