Basic Principles of Logo format/Design

[jecrt]

My feeling is that you can never guarantee color, but you can always guarantee shape/form. I believe it's best to design logos in black and white that portray your message then go back and add color. EVERYONE limits their color usage on some jobs sometime - even McDonald's...they only print their cups in 2-3 colors. You also need to account for all the people that use a logo. Designers know how to properly print a logo. But what about the accounting department? Are they going to refer to a usage manual when applying your logo to an invoice? Chances are, no. The less colors you go with, the more "idiot-proof" your logo becomes. It also relies more on shape than a trendy gradient that's going to fall out of style or look like poop when he HR person decides to print it on the "economy setting" on her 12 year old deskjet.

that's my opinion anyway...

[Chung Dha]

A logo need to work in a single color because your logo is not always uses in web2.0 way or use all the company colors. For example I make a dark colored poster and all the text need to be white plus sponsors logo, cause then the whole design fits together. If you don't have a good single colored version it make it harder to fit in the rest of the poster design also if you single color version is ugly it also another problem. Over half of the gradient designs misses a good single color version because they only took care of the gradient and not so much on the single color, so its better to start from single color and later ad the gradient

[jecrt]

A logo need to work in a single color because your logo is not always uses in web2.0 way or use all the company colors. For example I make a dark colored poster and all the text need to be white plus sponsors logo, cause then the whole design fits together. If you don't have a good single colored version it make it harder to fit in the rest of the poster design also if you single color version is ugly it also another problem. Over half of the gradient designs misses a good single color version because they only took care of the gradient and not so much on the single color, so its better to start from single color and later ad the gradient

I totally agree. You ALWAYS need single color designs. That's why it's so important to design it that way to begin with (IMO)

[yasmina]

Hi ideamaker,

you completely right... we disagree completely... you even disagree when i was agree with you... very good star indeed... Cool

just wanna remind you that when all these logo you mentioned ...
when were created all these logo you mentioned?
All the features of Photoshop and Illustrator have strongly changed and for your information Apple is no more using the 5 colors apple they used to have but a brand new with gradient and transparency...
The same for Ford, Fiat, American express, even Spiderman is using gradient...
you can also visit some logo SimpleViewer from a new member... I think he's doing pretty well....
At the end I'm happy that you disagree with me...
Makes me feel better...
Be positive and smile to life...
Regards

Yasmina

Hi Yas,

After all, its client's choice because graphic designer never works for himself (in client's assignment). Still I would like to dictate one rule which Architorch mentioned that, "No gradients in primary identities. Gradients are fair game for stylized versions for the web etc, but a design must never depend on the gradient".

Identity is not all about the cost, fees and etc...

Do you think Nike, Mc Donald, Apple, Puma, ....many other worlwide brands having problem with budget n all? And those are small businesses companies?

I am totally disagree with all your comments like, This is cheaper to create a simple logo with one or two colors then...

[Chung Dha]

Uhm Yasmina logo's are only made with Illustrator and not with Photoshop.

[yasmina]

Uhm Yasmina logo's are only made with Illustrator and not with Photoshop.

Yes, thanks, good point.
I use Photoshop sometimes after using Illustrator...
But you're right you can do whatever you want now with Illustrator...
see you
Yasmina

[Dongerz]

Before starting on a logo I always categorize the type of logo I'm creating. Corporate, product, event, club or group logo? Each type has it's own inherent goals, limitations, and applications that will dictate the rules/guidelines you want to adhere to.

For instance corporate logos, this will be the company's face for years, possibly decades to come. It should to be simple, timeless, and without regards to current trends or fashions. Meanwhile, an event logo can be just the opposite. See what I mean? Although you want all of them to be clean, readable, and representative of it's owner(s), to say you should stick with one set of guidelines for all logos is like saying all women should where the same color makeup and apply it the same way.

General rules of thumb are good to keep in mind but just remember that a lot of the time you can get away with bending and sometimes breaking those rules. That's my 2 cents!

[L4T3NCY]

Good principles to follow most of the time.

Also, some people might forget that on a white background the white can be used for something in the foreground. Such as a red box with white font. Great way to use the least number of colors.

[ideamaker]

Thanks everyone to share feedback for this thread....got lots of information, inputs which are really useful to create brand identity....thanks & welcome for further communication.

[ipshwitz]

my commandments of design concepts:

1. Logo must look good on white and black background.
- If the logo is also going to have a strong presence on the web, I also like to have a good seperation for transparent backgrounds.

2. I try to keep a max of only 2 fonts in logo 3 fonts across all marketing materials.
- Realize it or not, the font does become part of the identity. Having too much will cause confusiong.

3. When designing a color scheme I use the 6 Point rule to get max coordinating colors
- 3 of the colors are converted to pastel or light pastel shades for use as background coloring (when web appropriate)

4. Never commit to a design that the customer hasn't seen.
- Nothing worse with falling in love with a design that they end up not liking (personal experience here)

5. Rules are made to be broken - so break them when what the customer wants, calls for it.

[ipshwitz]

[QUOTE=Dongerz;101062]
For instance corporate logos, this will be the company's face for years, possibly decades to come. It should to be simple, timeless, and without regards to current trends or fashions. Meanwhile, an event logo can be just the opposite. See what I mean? Although you want all of them to be clean, readable, and representative of it's owner(s), to say you should stick with one set of guidelines for all logos is like saying all women should where the same color makeup and apply it the same way.
QUOTE]

I actually disagree with this to a certain extent. Name one company that has kept the same logo for more than 4... 5 years? Major players like Microsoft, Pepsi, Coke, etc update their logos every couple years. You almost have to in order to keep with what's happening today. Logos aren't timless... they just expire.

[HWorks]

Yes, thanks, good point.
I use Photoshop sometimes after using Illustrator...
Yasmina

Sorry to point out this but... AFTER illustrator, really is NOT the correct way to do it. Your client might like some things which ain't scalable after using PS.

[Afri]

It is not a basic principle in designing the logo, but just another way of making the logo. A good logo should have a visual communication. shape greatly affect the perception of the symbol when the symbol has only one color. legibility and visibility is also important that these symbols can be recognized if the logo is reduced in size.

[Pazmatt]

Yes there are basic rules to follow and break when designing a logo, but ultimately isn't it up to the client on what they want. Most will agree about good designing but there are some who for reasons unknown that don't have a clue what is good from bad.

[jjyepez]

I recently found an article by Chris Spooner titled: 10 Principles of the Logo Design Masters. This article refers to different veteran designers advices on Logo Design. Hope you find it useful as well as I did.

Link: 10 Principles of the Logo Design Masters - Vectortuts+

Best regards.
--
jjyepez