Do your research before you start. If you have a fantastic logo idea formed in your mind, check it isn’t already out there before you go hell for leather and create your collateral and website! Quite often our subconscious minds download designs we have seen in the past and then present them as our own during a light bulb moment. Remember, pretty much everything we see or are exposed to has been created from something already in existence, so just be mindful of this.
1. Prioritise Legibility
- Choose clear, readable fonts, especially at smaller sizes.
- Avoid overly decorative or intricate typefaces unless they’re used very intentionally (e.g., for a luxury brand).
- Test how the logo looks in different formats — website, business card, signage.
2. Keep It Simple
- Aim for a design that’s easily recognizable at a glance.
- Think minimalist: strong logos often have one or two elements max (text + symbol, or just stylized text).
3. Make It Versatile
- It should look good in:
- Black & white
- Colour
- Small and large sizes
- On light or dark backgrounds
- Vector format is essential for scaling.
4. Reflect Brand Personality
- The typography and style should match the tone of the brand:
- Bold & strong for tech or industrial
- Playful & round for kids or casual brands
- Elegant & serif for luxury or traditional
5. Avoid Trends That Don’t Last
- Trends can date your logo quickly. Focus on timeless design elements instead of what’s currently popular on design blogs.
6. Think About Cultural Nuances
Make sure the typeface doesn’t resemble something unintended (e.g., a gothic font might unintentionally suggest horror or religion).
While English is widely understood, avoid slang or idioms that might confuse non-native speakers (if your audience is global).
