Logo design, as other disciplines, is thought to be carried out by everybody who know how to use Photoshop. It’s true. It’s as true as everybody that could put a brick upon another can buid a house. Nevertheless, there’s a little objection this humble creative director can find: the quality. There’s a huge distance between best branding consultants and those guys who know how to put a layer upon another. There’re only 4 rules that could make the world of logos a better place, but “professional logo designers” still believe they just need their computer and Photoshop.
Humility is the origin of the power.
Give me the power
95% of logos in the world are extremely soft and have an alarming lack of personality. Best logos are designed to attract the attention of everybody. They are like burning flames showing the power of their company to you. I, myself, firmly believe it’s not a design matter; it’s a concept matter. Most of professional logo designers don’t analyze the company they’re working for; they never studied its history, its market or its mission, they just tried to design a new logo as if it was a museum masterpiece. Humility is the origin of the power.
Keep it simple
One of the most common fails while designing a company logo is getting lost into a wide universe of ideas. Bad corporate designers usually try to tell the whole story of the company just in one logo. It only can mean one thing: FAIL. It’s absurd to design complex logos because people only have a few seconds to look at them. To design a professional logo you just need to concentrate in the best side of your company and explode its potential to show to the world how huge it is.
You don’t need do tell a long tale, just tell me something that keeps my attention
Tell me something
A good logo design always tell you something interesting or funny. As I said, you don’t need do tell a long tale, just tell me something that keeps my attention. Make sure that your logo is telling what you want it to tell and check that it isn’t your personal vision of something. Sometimes you might get lost into your own fictional world where everything is like you believe it is; but logos must survive in the real world which is very diferent from your own world.
Make me happy
Last but not least, there’s always the element of surprise that can turn a logo into a world-wide symbol or let it swim in the ocean of good logos. There isn’t any logical rule or factor that could help you to control it. It just happen sometimes and other times doesn’t, like a good song, like a good movie, like good things in live. Good things will come to those who wait and work hard.