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5 Simple Rules for
Logo Design
In
design school, they teach you five things about logos:
First,
a logo should be unique; second, it should represent
the company for which it is created; third, it should
be scaleable; fourth, it should work in black and
white; fifth, the number of typefaces should be kept
to one or two.
Unlike
many things one learns in college, the simple rules
hold true in the "real world". These rules
(more guidelines, really) have stood the test of time
and, if followed, will help the designers create for
his clients a logo that is not only unique but also
functional.
If
every company is unique, then it follows that each
business's identity materials should be unique, as
well. There is nothing in business that is more "personal"
to a company than its logo. Clearly, it is in the
best interest of any organization to have a one-of-a-kind
symbol if only to avoid confusion in the marketplace.
If
uniqueness is the cornerstone of logo development,
then one would expect logo portfolios from design
firms to contain tremendous variety from company to
company. Even a cursory glance at most online logo
portfolios will show a lack of originality, not only
from company to company, but also business category
to business category--restaurant logos might look
like industrial logos.
While
that is illogical, it is understandable, though hardly
excusable. The main reason for any design portfolio
that suffers from too much similarity is that there
is only one designer making the logos. Despite the
fact that all trained designers (i.e. those with a
formal education in design or art) should know better
and try harder, it's still true that designers are
human. Designers get stuck in a visual or aesthetic
rut. Swoops, arcs, geometric patterns. "If it
worked once it might work again", the designer
thinks. And, indeed it might work once or twice. But
an entire portfolio based on a couple of visual hooks
is the sign of a tired designer-or one who should
be in a different profession.
Designers
are human. Computer programs are not. This is one
of the core problems with modern design: digital assistance
in the form of drawing programs (e.g. Freehand, Illustrator)
and painting programs (e.g. Photoshop, Painter) has
given way to automation. There are "graphic design"
programs that, with very little input from the operator,
will churn out a logo in minutes.
Such
programs can make visually interesting logos. Note
that "visually interesting" is not one of
the 5 simple rules. Professional designers and logo
programs are both expected to be visually interesting.
Only a designer is able to create a custom logo that
is tailored to a client's business.
Look at a designer's portfolio, is there variety,
real variety? Has he or she sought to solve different
visual problems using all he is capable of? Take a
close look at a designer's portfolio and make judgements
about him or her based on that.
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