Smashing Magazine - we smash you with the information that will make your life easier. really.

This seems like a paid advertisement. Come on Smashing, what happened to your great content, I click on your ads like 5 times a day.

Awesome article David, its good to see you doing some guest posts on Smashing Magazine. Maybe you could stop by sometime on my site? Haha.

This is basically just one big advert for this David guy, not only is the article linking to his website, it even includes an excerpt of his contact page. This is not the high standard I am used to from Smashing Magazine and I don’t appreciate such a high level of self promotion from a guest writer.

i really liked to tut, it gave a lot of good advice to people who aren’t experienced in the logo field. i could see many people jumping to the first logo company they see without really knowing what to look for or if the company will fulfill their business needs. this was good information for people who aren’t very familiar with the design world. and so what if smashing magazine recommends this guy? it’s probably because he’s good and deserves the credit.

Thanks for a good article. I feel the presentation comes from an “I do good work, see what I think sets my work apart” perspective. Yes, it is self-promoting, but it also has some incidental insights. Like implying the fee is large enough to cover travel expenses. Like establishing both the format of the online questionnaire, the fact that working up a design brief includes a questionnaire process, and the implication that the questionnaire is proprietary. The fact that the questionnaire is proprietary shouldn’t be a surprise, but the reminder is useful. Just as protecting client interests is important.

I admit I came to this article looking for more of a how-to to do logo design (after reading a criticism of NBC’s all green peacock), but this article on the preparation to get started, it is still useful to me.

Thanks.

Wow creating a logo in 5 working days! If you ask me that’s a miracle.
I think David skips essential workflowelements, like questioning the target-group, making internal and external analyses. A logo created without this information isnt that deep.

By the way, nice advertising method from SM!

@ everbody who is complaining just take a look at: http://www.smashingmagazine.com/how-to-become-a-smashing-magazine-author/

I know David via his blog and he is a very open, honest and professional designer. To me, this article seemed like his genuine take on the business end of the logo design process from the point of view of the designer. I think this would be very helpful to business people look for a designer. It’s important to know the points David stated, especially for those first-timers!

I completely agree with Brent (and thanks for sticking up for David, Brent and Moriah. He really is a great guy). I didn’t see any shameless self promotion. Yes a mention that he is a logo designer, but of course! That’s the whole point! The article is written about the process from the designer’s POV.

Congrats, David, on getting an article published with SM.

@Brad K: head over to David’s blog if you want more useful logo resources. He often does a break down of his process for new logos he’s produced.

@Dylan: of course! If they are works you are proud of.

A logo is only part of an overall Corporate Identity, but it is a big part. Great logos are not easy to do, nor is a great designer easy to find. Mr. Airey is obviously really talented (e.g. great) and definitely seasoned.

I think the biggest thing is good communication right from the start… This is a really great read for both client and designer. Thanks!

Nice article David – was pleasantly surprised to see your name popping up on my Smashing Magazine RSS feed, if slightly confusing. I think this article is very different to the usual SM link-bait, digg-friendly exhaustive top fifty list type of article, that peraps it’s a bit too different for some of the regulars round here. A bit like walking in to some of pubs round my way. Don’t worry mate, I got your back ;)

Man…the comments here are like Digg! Get over yourselves, guys.

Like Aaron, I was pleasantly surprised to see David’s name here. He’s an awesome guy, who works hard at what he does. He will continue to be a success, simply because he believes in what he does, and tries to achieve the best every time.

I don’t know David at all but I liked the article very much…glad to see he’s got some good friends to watch his back in the comments…sheesh, rough crowd here sometimes.

This article works well for more than just business folks. I used to design my own logos for the sites I developed. But after some time, I realized that I suck at logo design and I don’t like it either. I’m great at UI design and server side coding but not logos. So, this article is useful for developers or site architects who might need to find a logo designer every so often.

Keep your head up, David. Great job!

I read David’s articles regularly and find his design process clear and logical.

I am not sure why SM reader want to slam him for linking back to his site, as doing a guest post is a good way to promote yourself while providing good information.

A ‘logo designer’ is just another name for a graphic designer who has failed to understand the greater complexities of creating company identities. Hiring a ‘logo designer’ instead of a fully fledged ‘graphic designer’ might seem easier by you won’t get the full service your business requires… all you’ll end up with is a mark.

excellent articles. thanks

I think it is unfair to call this piece “shameless self promotion” simply because David includes a link to his site and some info on how he approaches the business of designing a logo. The thought process behind choosing a ‘logo designer’ could also be applied to choosing almost any service, simply by being on the front of the google results page for a popular phrase doesn’t mean you going to get the best designer/company/service.

One point i do have to make is that i don’t agree with the fact that David actually named the design company in question (Logo Guru), that feels a little unethical, but apart from that i thought the article would be beneficial for small business owners and those in search of what to look for when choosing a logo designer. I am a regular reader of David’s blog and his articles are always insightful and interesting!

Agree with MikeMike, this article was pointless self promotion with little to educate anybody, least of all SM’s target audience. Shame.

I am a bit buggered by the lack of defining the value of Branding in your article. Just the title How to choose a logo designer is a… is a misnomer. It should be How to choose a designer period.

Identity design is a minor aspect of a much larger picture. Quality designers create brands, companies that cannot afford a brand style guide and a solid creative direction those companies look for bargain bin solutions. And thats when you have people looking for logo designers ( I create logos too, but I never leave my clients with just a mark. I admit I used too when I was just starting out.. but then what happen is the mark get’s reproduced ten thousand times and everytime after that the mark gets replaced edited reworked messed up etc. etc. and that just the mark’s integrity, that doesn’t even get into communication, or market placement, or trying to create a style guide to target certain demographics etc. ) . Logo design is filled with hacks, your article at least addresses this. But what it doesn’t encompass is that good designers do way more than just create a logo.

They create a look a feel a system to keep it’s integrity and……
They create a messaging system that communicates to potential clients and at best create emotional responses that are preplanned. And more talented brand managers, can find ways to place value on these identities. It’s a really interesting field that is not nearly as narrow as just.. Logo Design.

Joseph Maguire

As stated by Jack Smith

This is not the high standard I am used to from Smashing Magazine and I don’t appreciate such a high level of self promotion from a guest writer.

I agree with him.

For the love of donuts!!! It’s amazing to me how many tard-spanks will get on great blogs like this and just whine and complain about nothing. I visit this site almost daily and I found this article quite helpful. Who cares if it linked back to his site? Most of you guys post personal websites in your comments when the article isn’t even about you! All I have to say is grow up and get over yourselves!

To David, Great article! Being a designer, it really helped me understand some of the important basic principles of good logo design such as simplicity and whether or not it looks good black and white. I was also glad to see how long it takes other designers to do certain jobs so that I can gauge my own progress. Just want you to know that I appreciate the time you took to write this article.

Thanks so much to Vitaly and Sven for letting me guest author on Smashing Magazine. I’m grateful to have this opportunity to reach a wider audience.

Thanks also, to every one of you who posted positive or constructive comments about my short article. I’m very sorry I can’t mention you individually, as I’m quite pushed for time before I take a break from work and blogging, but I do really appreciate your kind words.

Should you have any questions, or think that I can be of assistance in any way, please get in touch. I’ll do all I can to help.

I think you focused the article from a wrong point of view… I think you should save the parts where you tell us how good you are and how bad your competitors are.

Nice article but bad marketing strategy mate :(

Good Post Regarding Logos.. keep it up and please check out mine also

I saw one website with all different kinds of design templates. It’s a stock photography site but has vector art and illustrations. Just use those keywords to narrow your search, and then use the great visual search tools to quickly find what you want.

You can check it out at http://xcavator.net/

Hi David Airey. Of course. LogoDesignGuru and LogoGuru, both are, bogus and fraudulent companies that fools people by design low quality logos. I ordered their “superior” package and I was very frustrated with their designs. When I complained them, probably I got reply from their ESL support who did not even understand what I exactly want! This company obviously sucks… Be aware.

does anyone love the google ads that are for companies this article says to avoid. hehe

Good stuff…for both business and graphic designers.

it’s always helpful to see how the pros approach and deal with their projects. That’s how you learn. Not only does he give tips about what sort of graphic designer to look for but this tutorial is almost a step by step process on how he would deal with his customers. I’d say write down these tips and use ‘em….and quit the complaining.