Menu Search
Jump to the content X X
SmashingConf London Avatar

We use ad-blockers as well, you know. We gotta keep those servers running though. Did you know that we publish useful books and run friendly conferences — crafted for pros like yourself? E.g. our upcoming SmashingConf London, dedicated to all things web performance.

Vital Tips For Effective Logo Design

There have been numerous creative logo design showcases1, logo design resources and logo design tutorials posted across the Web. While these help you to create a powerful toolbox for your logo designs, first you need to gain a solid understanding of what makes a logo design good and what you need to consider before starting using this toolbox. [Links checked February/09/2017]

In this article, we’ll get down to the nitty gritty of what makes an effective logo design and we’ll also guide you through the principles and best practices of how to create an iconic brand identity.

Further Reading on SmashingMag: Link

To understand what a logo is, we first must understand what the main purpose of logos is. The design process must aim to make the logo immediately recognizable, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company’s commercial brand or economic entity, and its shapes, colors, fonts, and images usually are strikingly different from other logos in the same market niche. Logos are used to identify.

Paul Rand, one of the world’s greatest designers states that “a logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important than the product it signifies; what it represents is more important than what it looks like. The subject matter of a logo can be almost anything.”

For more on Paul Rand, consider reading the book Design, Form & Chaos6.

Rand Logos

A good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. A concept or “meaning” is usually behind an effective logo, and it communicates the intended message. A logo should be able to be printed at any size and, in most cases, be effective without color. A great logo essentially boils down to two things: great concept and great execution.

Logo Design Process Link

“Some wonder what’s so difficult about creating a good logo. They’re small, they look easy to do, so no problem, right? When you only see the result of a designer’s efforts, the logo creation can look like it was a simple task. But it’s not. A logo takes thought and creativity, and many elements combine to make a good one.” (via Harrison Mcleod7)

When creating a logo, follow a process that ensures the final design meets the needs of the clients. Below, we have listed the typical process that professional logo designers follow. With practice, you will no doubt develop your own.

Logo Design Process

Design brief.
Conduct a questionnaire or interview with the client to get the design brief.

Conduct research on the industry itself, its history and competitors. Problem-solve first, design later.

Conduct research on logo designs that have been successful and on current styles and trends that may relate to the design brief. Follow trends not for their own sake but rather to be aware of them: longevity in logo design is key.

Sketching and conceptualizing.
Develop the logo design concept(s) around the brief and your research. This is the single most important part of the design process. Get creative and be inspired. As Dainis Graveris8 has written once, “sketching isn’t time-consuming and is a really good way to put ideas in your head right on paper. After that, it’s always easier to actually design it on the computer. Sketching helps to evolve your imagination: once you understand it, you will always start from just white paper.

Image by Panoramas9. Reflection.
Take breaks throughout the design process. This helps your ideas mature, renews your enthusiasm and allows you to solicit feedback. It also gives you a fresh perspective on your work.
Revisions and positioning.
Whether you position yourself as a contractor (i.e. getting instructions from the client) or build a long-lasting relationship (i.e. guiding the client to the best solution), revise and improve the logo as required.
Present only your best logo designs to your client. PDF format usually works best. You may also wish to show the logo in context, which will help the client more clearly visualize the brand identity. Preparing a high-quality presentation is the single most effective way to get your clients to approve your designs.”Canned presentations have the ring of emptiness. The meaningful presentation is custom designed—for a particular purpose, for a particular person. How to present a new idea is, perhaps, one of the designer’s most difficult tasks. This how is not only a design problem, it also pleads for something novel.Everything a designer does involves a presentation of some kind—not only how to explain (present) a particular design to an interested listener (client, reader, spectator), but how the design may explain itself in the marketplace… A presentation is the musical accompaniment of design. A presentation that lacks an idea cannot hide behind glamorous photos, pizazz, or ballyhoo. If it is full of gibberish, it may fall on deaf ears; if too laid back, it may land a prospect in the arms of Morpheus.” (Paul Rand)
Delivery and support.
Deliver the appropriate files to the client and give all support that is needed. Remember to under-promise and over-deliver. After you’ve finished, have a beer, eat some chocolate and then start your next project.

Logo Design Process Case Studies Link

For some in-depth examples of how professional logo designers work, check out these logo design process case studies:

Tenth Logo10

Tenth Church Logo Design Process11 by Nancy Wu12
Nancy Wu goes through her logo sketches and development for the Tenth Church logo.

5 Principles Of Effective Logo Design Link

Effective Logo Design

As mentioned, a good logo is distinctive, appropriate, practical, graphic and simple in form, and it conveys the owner’s intended message. You should follow the five principles below to ensure that your design meets all of these criteria:

  1. Simple
  2. Memorable
  3. Timeless
  4. Versatile
  5. Appropriate

1. Simple Link

Nike Logo

Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”

While in college in the mid-’70s, an instructor introduced me to the K.I.S.S. Principle13 of design, which translates as: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client.

A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Remember, the basis of the hugely effective international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.

Jeff Fisher14

On that note, you may find the history of the Nike logo quite interesting.

2. Memorable Link

McDonalds Logo

Following closely on this principle of simplicity is that of memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.

Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role.

This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable. Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.

Paul Rand15

3. Timeless Link

Underground Logo

An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years?

Leave trends to the fashion industry. Trends come and go, and when you’re talking about changing a pair of jeans or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.

David Airey16

4. Versatile Link


An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size.

Ask yourself, is your logo still effective if it is printed…

  • In one color?
  • In reverse color (i.e. light logo on dark background)?
  • The size of a postage stamp?
  • As large as a billboard?

One way to create a versatile logo is to begin designing in black and white. This allows you to focus on the concept and shape, rather than color17, which is subjective in nature. Also keep in mind printing costs: the more colors you use, the more expensive it will be for the business over the long term.

I like to work first in black and white to ensure that the logo will look good in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements. I will not even consider submitting color suggestions to a client for review until they have signed off on a final black and white logo.

— Patrick Winfield

Familiarize yourself with the commercial printing process so that you do not encounter printing problems down the line. Know the difference between the CMYK, Pantone and RGB color systems18.

5. Appropriate Link


How you “position” the logo should be appropriate for its intended audience. For example, a child-like font and color scheme would be appropriate for a logo for a children’s toy store, not so much for a law firm.

A logo doesn’t need to say what a company does. Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture. Just because it’s relevant, doesn’t mean you can’t do better. The Mercedes logo isn’t a car. The Virgin Atlantic logo isn’t an airplane. The Apple logo isn’t a computer. Etc.

— David Airey

Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.

— Paul Rand

How Much Does A Logo Cost? Link

How much does a logo cost

In my experience, this is the most frequently asked question. It cannot be easily answered because every company has different needs. The best approach is to draw up a customized quote for each client.

You have to take a number of factors into consideration when designing a logo, such as how many logo concepts need to be presented, how many revisions will be needed, how much research is required, how big the business is and so on.

How To Choose A Logo Designer? Link

Eeny Meeny Miny Mo

Keep an eye out for certain things when choosing a logo designer:

  • Experience and proven success
    Do they have a proven track record? How experienced are they?
  • Testimonials
    Do they have positive testimonials from previous clients? Ensure you check the validity of testimonials. A quick email to the company should suffice.
  • Their design process
    Do they follow a logo design process?
  • Awards won and published work
    Have they won any awards for their work? Is their work published in any books or magazines? How recognized are they in the industry?
  • Strength of portfolio
    How strong is their portfolio? Have they got 100+ mediocre logo designs or 10 to 30 excellent ones? What is the ratio of real to fake logo designs?
  • Timeframe
    How long would they take to complete your logo? A typical logo design process takes 4 to 15 days, but many can go for months on end. Think of how long your logo design will be used for: would you want it to be designed (much less researched) in less than 24 hours?
  • Price
    The cost of the service usually reflects what you will receive. In most cases, you get what you pay for… but price is not the only indication.
  • Affiliations
    Are they affiliated with any design associations or publications? This is a good indication of how dedicated they are to their craft, though it is not essential.
  • Professionalism and communication
    How do they present themselves? Do they respond to your emails quickly? How do they communicate? Do they work with a contract (to protect both them and you)?
  • Questions asked
    How many questions does the designer ask about your business? Questions should revolve around your company’s history, target market, goals, etc.

A big thank you to Sven and Vitaly for the opportunity to write for Smashing Magazine. Much appreciated. If you have any questions, comments or advice to share, please do leave a message in the comments below.


Footnotes Link

  1. 1 /2009/04/01/drawing-inspiration-from-creative-logos/
  2. 2 /2009/06/25/10-common-mistakes-in-logo-design/
  3. 3
  4. 4 /2009/04/30/60-beautiful-logo-design-tutorials-and-resources/
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. 21
  22. 22 /2007/08/08/80-beautiful-fonts-typefaces-for-professional-design/
  23. 23
  24. 24

↑ Back to top Tweet itShare on Facebook

Jacob Cass is a logo, Web and graphic designer from Sydney, Australia, who freelances under his business Just Creative Design, which doubles as a wildly popular design blog. Jacob also judges logos for the Logo of the Day website and runs the Logo Designer Blog, a blog dedicated entirely to branding and logo design. Jacob’s talent has brought him numerous international design awards, including Wolda’s “Best of Continent” and “Best of Australia.” Jacob’s work has been published in books worldwide, and he is in the process of writing his own book focused on logo design.

  1. 1

    Caesar Aldhela

    August 26, 2009 1:50 am

    This is great post.
    very informative :D

    Thanks SM!!

  2. 2

    Thats a great resource on Logo Designing.

  3. 3

    Really nice article from Mr Cass.

    Awesome, will use this article when I am doing a logo in the future.


  4. 4

    Very well crafted article Jacob, loved it!

  5. 5

    very good article… I will try to use every information there, but I think is very difficult to make a logo with your 5 points…

  6. 6

    Really great. Thank you SM. I’m also logo designer for 10 years ;) can follow me on TW: @delogo

  7. 7

    Coming from a programming background it’s good to see what’s involved in logo design. I now have a finer appreciation for the work and process involved in creating these little pieces of art.

    Also, I’m suprised that the SMART acronym wasn’t applied to the 5 principles of logo design:

    Robust (instead of Versatile)

    Anyway, great article!

  8. 8

    Great Article! Yesterday one client asked me about logo cost, now i will definitely quote.

  9. 9

    TENTH CHURCH: I did not saw the T as an person until I read the article.

  10. 10

    Speaking of logo design, the Smashing Magazine logo really needs a redesign. I could do that.

  11. 11

    Didier LAHELY

    August 26, 2009 4:03 am

    HI SM and thanks for this article.

    I’d like to ask you some Questions:

    1• You are a designer, working for an advertising agency, you create a Logotype. Client like it and take it. – WHO is the “owner” of this logotype? – I mean copyrights?
    You? (the designer), the agency or the client?

    2• Same question but you are working for a company (as creative in-house for example): WHO is the owner of the copyright?



  12. 12

    This is an excellent and very informative article. Nevertheless I am a little bit disappointed about the fact that there is absolutely no information about reasonable prices. Of course I understand that there is a huge variety in quality from the designer and needs from the buyer. But Jacob said it himself: “How much does a logo cost” is the most frequently asked question. There should be at least a wide spectrum of average prices for logos.

    Another thing I would love to see in the future is a list with great logo designer and design studios. Maybe it is common knowledge if you are very deep in the design scene but for an “only interested outsider” it isn’t easy to find a proper logo designer. This could be a cool article for Smashing Magazine: “The smashing top 20 logo designers”. If that is too critical for Mr. Friedmann and Mr. Lennartz because it might look like paid advertise, you could just let your users vote the top ten out of several suggestions.

    Kind regards,

  13. 13

    amazing amazing

  14. 14

    Great post on Logos and its quiet informative and useful… You can add something more on this topic.. Fine..


  15. 15

    It’s amazing how many times this is told to the masses yet PEOPLE NEVER LEARN.

    It’s sad to know such excellent advice will fall flat on most people out there, but it’s the undeniable truth, a tautology if you may. The only reason why is that most people are stubborn and stuck up, and this is more a social problem than a design problem.

  16. 16

    Nice Article. The sketching stage is really important… it really frees the imagination up to think outside the (Not so proverbial) box. I always do my initial thinking on paper.

    Too many people just sit down at the computer and start designing without having done that very important conceptualization step – and it generally shows…

    BTW… How Much does a logo cost?
    Not a simple question to answer. Begin by looking at the Graphic Artists Guild Handbook, and then assess the region in which you live. The book is a great resource and starting point, but ultimately pricing is based on what the market will bear in YOUR AREA. It is up to the designer to understand the market in which he or she lives. That is just part of Business.

  17. 17

    I hate, hate, HATE logo design; partly because I’m much more proficient at PS than AI, partly because I want the design to be all-inclusive, all-expository of the business and its products. This post represents a big ol’ sigh of relief for me. Thanks!

  18. 18

    .14 Didier LAHELY:

    I’m creative lead at an agency. Your questions touch on a sensitive subject in the agency arena, though there shouldn’t be any question at all.

    When working for a client–via employment at an agency, or via contract work–that design should become the property of the client. If you’re paid to take cash from customers at McDonald’s, even though you’re the one doing the actual work, that cash belongs to McDonald’s.

  19. 19

    really cool !!!

    ~ Love smashing

  20. 20

    Andrew Butterworth

    August 26, 2009 5:22 am

    This is a good overview of some important aspects of logo design. It is too true that so many people jump in after the sketching phase. I too have done this in the past where it seems easier to jump straight in at the illustrator phase and knock something up from there. However, you always see the error in your ways when you create a nice looking logo but one that may not past the test of time.

    Good advice cheers.

  21. 21

    Excellent article. Readers, please notice that the design examples do not contain gradients, are not complex, and do not depend on color. They are the exact opposite of the lists of “great logos” you see everywhere online today.

    As for the reader who says Smashing needs a new logo: Did you even READ this article?? The Smashing logo meets all the criteria for a good logo. Now, you may not personally care for the Smashing design, but don’t cry for a redesign just because it doesn’t suit your taste.

    Regarding who owns the logo, the client does. They paid you plenty of money for it, right? In the client contract, you need to stipulate that you may use the logo image in your promotional materials, on your website, etc. Put yourself in the client’s shoes: I paid you HOW MUCH for this design and you’re telling me it isn’t mine???

  22. 22

    Jacob, it’s always a pleasure reading your stuff. I’ve been following JCD for sometime now, and really enjoy all the articles you have on there about logo design and branding.

  23. 23

    I think the Smashing-logo is, well, smashing! Nothing wrong with that. :3

  24. 24

    Very good points. One of the hardest things to do is communicate the true value of a good logo design and branding to a client. To some a logo is an image they designed in Publisher that they can put on their stationary.

  25. 25

    Harrison McLeod

    August 26, 2009 6:56 am


    First, thank you for the mention. Made my day to wake up and find myself quoted by Jacob Cass on Smashing Magazine.

    Now, logos…so small yet so complex. In some ways it’s the visual equivalent of trying to make the point of a whole post in a single paragraph. Not always easy to do, but not entirely impossible.

    You’ve set up a lot of good guidelines to follow here that will benefit up and coming designers and veterans alike.

  26. 26

    IMO the Keep it simple stupid is the best advice – not only for logo design but for everything else as well.

  27. 27

    What a surprise!
    Hej SM, how did you know that I got my first logo design work (a serious one) from a local pop-star in sweden today?
    a priceless guide!

  28. 28

    Logo design is one of the most challenging, yet rewarding parts of design for me. A good or great one will be seen the world over and there’s just something zen about a good logo. Conversely, if you compromise too much — even if the client likes it — you can subject yourself to much cringing as the world is subjected to a crappy design.

  29. 29


    August 26, 2009 8:06 am

    The thought behind designing a good logo is interesting, but a lot of times most people won’t notice the hidden meaning behind elements of a logo. Having a not-so-obvious meaning behind a certain part of your logo is always fun for you as the designer or as the company it represents, but I wouldn’t force myself to only stick to certain designs because of the meaning of certain styles. Over-thinking things is lost on your customers. They will usually just see a nice looking logo, not the fact that you have a swoosh pointing right to represent moving forward as a company. It’s a nice thing to add to a logo to make it represent your company easier, but I’d put more thought into making an appropriate logo rather than a subtle, subconscious meaning.

    As for the “simple” aspect, I’m still amazed at how many people calling themselves designers don’t understand this. I’m fairly new to design and still have a lot to learn, but even before I started getting into design, I knew that keeping a logo simple and easily reproducible is the best practice. There’s a difference between a web icon and a logo. Sure, a logo can be used in a web icon, but the entire image with styling added to it is not the logo itself. Gradients/shadows/etc. are things that should be added *after* the logo is designed, depending on the environment it is being placed in.

  30. 30

    IMO, if logos are flat i.e., two-dimensional in perspective, it will fit everywhere.

  31. 31

    “How Much Does A Logo Cost?”

    The Million Dollar Question. Where are examples, at least, to compare and avoid to call “absurd” the answer given in this article? IMHO, a common logo costs much less than designers want to admit. Isn’t there any designer with no embarrassment to tell us (and SHARE, the holy word in the XXI century) his/her experience? I promise not to laugh …

    Logo prizes seem a myth.

  32. 32

    Jacob, I realize you know a lot about logo design but I feel like all of your stuff is the same. All of your articles give the same information. I have been reading your stuff for a while, and frankly, you need to get a little more creative with your articles.

    Good luck in all.

  33. 33

    Thnx for the info

  34. 34

    Srecko Bradic

    August 26, 2009 9:37 am

    I learn this long time ago but it is good to refresh info :)

  35. 35

    According to the first image/example, being Paul Rand is the best tip anyone could have for designing and effective logo…and that’s not far from the truth!

    Oh yeah, how come no logo designer is credited? This isn’t like web design where we just take and borrow (*ahem* rip-off) stuff we like. Paul Rand was responsible for IBM and ABC (not to mention American Airlines, Cummins, and a kick-ass redesign of Ford’s identity that was never used) to mention some.

    How much to charge? If you’re like some blogs, you hold a design contest and get it for free, so of course they aren’t going to say. Apologies to web designers that think differently (and I am a web designer) a company’s logo and identity should cost much more than a web site. If it’s a well-done identity it will easily outlast any flavor-of-the-month site you build. The turnover rate for a site is so much higher than for identity. Don’t do a cheap logo.

  36. 36

    Fabian / brandsimplicity

    August 26, 2009 1:41 pm

    Great article Jacob…one of your best yet bro:)

  37. 37

    This is very good article. I had read many logo design book especially to DESIGN MATTERS’ LOGOS An essential primer for today’s competitive market. I had read many at there but this article inject more knowledge about logos into my thoughts. I love it. Thanks all.



  38. 38

    Cre8ive Commando

    August 26, 2009 5:58 pm

    Nice post :-)

    It’s great to have the time to plan out a logo design but as designers we often have extremely tight deadlines to meet. Here is a tutorial on how to create a logo design in minutes, not hours Link. Which will hopefully help in meeting those tight deadlines effectively.

  39. 39

    Interesting tips to develop your own logo. Sometime the phantasy is missing. It is the same thing as to find a nice and working domain name. The difference is, that need the ability to design a logo.

  40. 40

    amazing to see that as advanced as Creative software gets the best logos are still the most simple of forms that look great in black & white and color. I just feel bad for the deisgner of the Nike logo, who was paid a mere $500.

  41. 41

    Too glad to read the article. Love this article.

  42. 42

    Too glad to read about the basics for logo design. I love this.

  43. 43

    Tks, very good

  44. 44

    Cool as ussual!

  45. 45

    Thnx for this :)

  46. 46

    Really Good

  47. 47

    A very interesting article

  48. 48

    All on the table… I charge 700 – 1000 NZD for logo design and development. This gives me enough time to work through my process and produce good quality logos. I am in business with very little overheads. I work mainly with small business startups. Not really in the corporate market.

    My process is similar to most decent designers. I have a good brief form and probe for information at the start. i outline my process to the client and explain why it works and generally they give in to it and let “design” take over. I agree that sketching is always the key to nailing down concepts quickly at the initial stage. I rarely show these to the client, most dont have the vision. I draw up in Illustrator and produce roughly 2-3 concepts to present to client. if requried will revisit concept stage again with feedback, but probably only have to do this 1-2 times in 10. We then work through fine tuning logo and type, i dont put a limit on changes and rely on ability as a designer and communication with client. Not often a problem. Work out colours. and signoff. I produce a brief spec sheet for this price, covering basic colour specs, fonts and some quick regs. Possibly I am at the cheap end of the spectrum for logo design in the professional feild. I make reasonable money at it and dont feel the need to charge alot more.

    Be keen for some other designers to drop some figures?

    @Flauwy. This is a great idea. (Are you listening smashing) Would love to see a showcase of logo designers. Maybe smashing could call for submissions, and put up a list of the best 20-30 decent logo designers.


  49. 49

    Peter Grogan, Emagine Media

    August 27, 2009 8:25 am

    Great article, both for us as designers but also as a guide for a new customer that does not understand the design process!

  50. 50

    Gage Mitchell

    August 27, 2009 8:26 am


    First of all, great work on the article. Well organized, easy to read, and covers most of the basics. Thank you.

    I would, however, like to make one small suggestion in regards to your Timeframe notes though. You say 4-15 days as a base timeframe and I find that a little scary. A logo in four days wouldn’t be much of a logo. You wouldn’t even be able to conduct proper research and get answers from the client in that amount of time. I would change that to 4-6 weeks. This covers research, concept, design and refinement for a basic, simple logo package. Add a standards manual or stationery and you’re looking at more like 2-6 months for a high quality identity package.

    Many comments above asked about pricing as well… AIGA recommends not charging less than $800 for a basic logo (unless your donating work to a non-profit or something), and also notes that corporate identities can be upwards of $40,000. Of course, for most small-medium business, you can expect a cost of around $1,200-$3k for an independent designer and $5k-$15k for a design studio – depending on the experience of the designer/studio and the scope of the project. This price usually includes the design of custom stationery, a basic standards manual, and management of the printing process.

    I hope this helps. Thanks again for the great post.

    Gage Mitchell, AIGA

    :: Graphic Designer

  51. 51

    Hi, it’s a greatday, I agree with your pits, it’s helpful

  52. 52

    fantastic article, although it comes on the day I am presenting the final logo to a client. While I feel we were successful, some of this info could have been helpful during the process.

    @Gage, we were forced into developing an entire brand identity in just under 2 weeks and we actually pulled it off. it included the brand voice as well as logo development. I would never recommend this to anyone.

  53. 53

    J. Pedro Ribeiro

    August 27, 2009 11:42 am

    A logo doesn’t need to say what a company does. Restaurant logos don’t need to show food, dentist logos don’t need to show teeth, furniture store logos don’t need to show furniture.

    Seems so obvious when you read it but generally people don’t realize that.

  54. 54

    Tanner Christensen

    August 27, 2009 12:52 pm

    Thanks for linking to my 45 “Rules” of Logo Design, I appreciate it! Though it’s meant to be taken very lightly. ;)

  55. 55

    Didier LAHELY

    August 27, 2009 2:29 pm

    Thanks for the ones took the (little) time to answer me… #21, #24 : )

  56. 56

    Thank you for all your positive feedback! Sorry I can not reply to you all individually (quite busy) though I have read your replies and appreciate your words.

    I was not aware of the SMART accronym, a good way of remembering it! SMAVT just doesn’t have the same ring to it.

    This article may be of assistance regarding pricing:

    I appreciate your feedback, but each of my articles have been written for different audiences. I am sure that not all of the 140,000+ subscribers of SmashingMag have read all of my other articles. This is why you may see some overlap.

    I do agree with what you have said regarding the timeframe but sometimes it does have to work out in a shorter period of time. There are so many considerations you have to take into account such as pricing, deadlines, budgets, etc before we get into what is a “typical” time frame. What I stated was a guide only. In regards to small business I would say (from my experience) the average turn around time is 2-5 weeks.

    However in saying this, I would say 4 days still gives you enough time to do enough research / development for a successful logo. Sure it might not have been the best result you could have if you have had more time, but sometimes there are deadlines.

    For example, I had to do a logo & identity in 3 days for a new shop that was opening that had no signage for the store.
    You can see the result here – Although there could have been a better solution, it still is successful and looks great (in my opinion). Again, there are so many other considerations that have to be taken into account – including the skill of the designer.

    Regarding the pricing you have specified, this was a good guide and I would second your words for those wanting the advice.

  57. 57

    everybody know these

    whtz new?

    remember only one thing..

    “it should be simple & crisp”

    you are done…

  58. 58

    Come on xasu23, we are not all as smart and experienced as you! You clearly know it all so why even bother to comment on this article anyway.

    Although I also knew some stuff mentioned in the article, it’s still full of new info and resource material. For me anyway. Thanks!

  59. 59

    Ricky Salsberry

    August 29, 2009 5:35 am

    @ Flauwy regarding logo cost

    A price range isn’t even worth publishing. The range can be as low as $1,000, up to millions of dollars for a large corporation’s branding project.

    Just think of it this way when deciding what to charge “What is this logo worth to the company? How important is it?” The time you put into it is irrelevant – it has to do with what it’s worth to the company. It’s easier to justify prices when you think of it this way… also it’s better to think of it this way because it is true. You are defining the basis of a brand, how a company will be viewed by the public – logos are important and should be billed as such.

  60. 60

    Excellent article–comprehensive and concise, covers most questions on effective logo design. The logos you presented here are some of the most memorable ones out there. I think the most important part of logo design is keeping is sleek, simple, and versatile. A logo like the Nike swoosh is perfect in that regard–very smooth and attractive, simple, and it can be printed/reproduced on nearly any product, paper or webpage. It’s design like that which turns a logo into a cultural icon.


  61. 61

    Fantastic article! Thanks for posting!

  62. 62

    Great article, I especially enjoyed going through the links to other resources. As a sometime logo designer, it’s always good to add some extra tricks to my inventory. Have you seen the DubLi logo? That’s my work, for example.

  63. 63

    Great amount of information. Much of which I have overlooked when trying to create a logo design. Thank you for sharing.

  64. 64

    Good stuff here.
    Apart from the examples used.
    Obviously these companies are accompanied by multi million dollar above the line advertising budgets. The designs are good but THAT is why these examples are recognisable, not the design.

    Would have been better to profile some small-time companies that subscribe to your key tenets of “effective logo design”.


  65. 65

    Great article. We just won an award for our logo design. Used the formula that you described above. One of the articles on my blog covers a similar subject.

  66. 66

    cool, but very bad would be a lot better if there were more pics and logos everywhere

  67. 67

    Great article, thank you so much !

  68. 68

    Logos for cars have always been using the principles listed here. Which makes sense why they’re all successful. Mercedes logo isn’t a car, that’s the rule we should remember for concepts.

  69. 69

    The first story is of a young man trying to go about his business who encounters a force greater than himself:A young man in a certain village in central province is going about his own business, trying to make a living and all of that life consuming stuff. ,

  70. 70

    Paul Rand is my/our hero, but while so many of his logos transcend the time period they were conceived in, Rand’s statement on the meaning of a logo is somewhat dated in the context of contemporary branding. Rand says that “a logo is less important than the product it signifies,” but many modern branding professionals (including some of the best graphic designers) will tell you that this isn’t the case for mega-brands like Nike. In her book ‘No Logo,’ Naomi Klein writes, “successful corporations must primarily produce brands, as opposed to products.” In other words, Nike’s indelible corporate identity – including, but not limited to its logo – transcends its products. Those sneakers will wear out in a while (and then you might buy whatever new model they’re hawking), but the Swoosh remains.

  71. 71

    Rutger van Dijk

    February 9, 2010 12:59 am

    Dear Jacob,

    I’ve read your posts about logo design and it got me thinking about my own logo redesign.

    At first, I thougth of using design contest websites (like 99design, inkd, etc.) but after reading your posts I’m not sure anymore.

    I would really love to design my logo, color palette and website myself, but to be honest: i’m not good at it. I realised that, like my own profession as a business analyst, desiging logo’s or other websites is also a profession. Of course you can learn, but if its not your job, it’s a long way.

    Nonetheless I know what I like in colors, layout and style, but actually doing it myself in Adobe Illustrator or Photoshop is a bridge to far. (even with the excellent ‘logo tutorials’ available).

    At the moment I’m developing my own iPhone app and would like to have an accompanied website and logo (or the other way around). Unfortunately I’m not in the position to pay thousands of dollars on a logo and a site layout/style.

    So, I was hoping there’s something in between: not 99designs, not a pro-studio for Fortune-500 companies, but something in the middle.

    Can you give me some advice on how to find that design studio ?

    With regards,

    Rutger van Dijk

  72. 72

    wow, i had a very clear research about how to create a SMART logo
    Robust (instead of Versatile)

    it was grate.
    Best regards,

  73. 73

    Appreciate it! Yet another first class picture, this is certainly why we come for a blog page time and again.

  74. 74

    Kool designing

    May 28, 2010 10:44 am

    Great post! Thank you for sharing a great post about logo design

  75. 75

    Keyone Bell

    June 4, 2010 8:07 am

    Great article Jacob! I couldn’t agree more on. A must tips for designers and logo companies to practice. Getting the right logo for your business is vital in stamping your business in people’s minds. The guys at LogoDesignCreation helped me do just that and more. I was in need of a logo and I thought I would search the web for an inexpensive but high quality logo designer and thank God I found LogoDesignCreation. Any time someone needs a logo and wants to know where to get an effective, impressionable and inexpensive, high quality logo I will with great excitement send them to LOGODESIGNCREATION! What satisfied me the most was the timeliness, accuracy, patience, the undivided attention, and love that was showed for what the guys did! One thing that I would say is do a television commercial so others that are looking for a logo designer can have a great experience like I did !!

    Warm regards,
    Keyone Bell

  76. 76

    I’ve learned so many things. This article is very useful & informative. After reading all these (also the links given), I wish if I could remake the logos I’ve design from last four years….

    Thank you so much. Please come back with excellent articles like this :)

  77. 77

    sam narippatta

    July 28, 2010 12:59 am

    very good article…

  78. 78

    I really hate this classsss! :/

  79. 79

    Disposable Hero, I agree the world is becoming more disposable, but having rich meaning in logos and connecting at a subconscious level is still the very essence of what a logo is about. Neuroscience can provide some very straightforward principles to save you designing a logo no-go a la The Gap:

  80. 80

    Good stuff :)

  81. 81

    A lot of excellent points were made here, many of which seem to be overlooked by many budding logo designers.

  82. 82

    Excellent tips about Logo Designing – Thanks

  83. 83

    This is very much effective site for logo designer .It great helps to beginner who caret logo.

  84. 84

    Very helpful indeed!

  85. 85
  86. 86

    Very helpful . Thank You.

  87. 87

    I really need help I’m very hard at all to understand brife, if any tips and solutions, to understand the brief?

  88. 88

    It is very informative and delivering the positive guidance to those who like to be a good logo designer

  89. 89

    thnkz a lot…!! 4 ur sugesstion……

  90. 90

    thanks a lot.. :D

  91. 91

    great tips thank you!

  92. 92

    will novosedlik

    September 28, 2011 6:02 am

    Well, you pretty much cover the basics here.

    From someone who has been involved with this kind of thing for 30 years, first as a designer, then as a client, I do find it a bit ironic that many of the commenters have responded as if they had never seen the process revealed before.

    Folks, it has been beaten to death for well over 50 years. There is enough literature on this to start a library on the subject.

    Also: what does this have to do with design thinking? I thought this was a design thinkers group, not a designers group.

  93. 93

    Hey tnx for the info. This is great!

  94. 94

    A masterpiece on its own! I dare to say I absorbed it thoroughly like a sponge. Young designer sponge, yeah.

    Thank you so much for this!


  95. 95

    very helpful article ..lot of thanks 2 ur posting …

  96. 96

    This is a terrific article! We will definitely be sharing with our design community. Thanks!

  97. 97
  98. 98

    thanks for the tips this was very helpfull

  99. 99

    Nice Info….

  100. 100

    According to the image as / First was Paul Rand is the best advice that anyone may have on the efficient design and logo … and is not far from the truth!

    Oh yeah, how could anyone credited logo designer? It’s not like web design, where we go and borrow (* ahem * rip-off), things that we like. Rand Paul is responsible for IBM and ABC (not to mention American Airlines, Cummins, and kick-ass redesign of Ford’s identity is never used), to name a few.

    What does it cost? If you like some blogs that have held a design and get it for free, so of course you say. Rent for web designers who think differently (and I am a web designer), logo and corporate identity should cost more than a website. If the identity of those done well, it will be easier to survive all the flavor-of-the-month build your website. Turnover rate for a site that is much higher than the identity. Not cheap logo.

  101. 101

    Thanks for this use full tips

    … i never forget


  102. 102

    i love your site and helpful tips. i have been a freelancer for a few years now and until now that i have made myself a reputation and have a more extensive portfolio, business has picked up – i am looking forward to the next phase i am taking my freelance.

    you explain matters in a simple and factual manner so its helped me to explain the process, what i need from them, what a logo is to my clients in terms they can comprehend.

    thanks a lot!

  103. 103

    Hey’ that was amazing ! feel well after going through this.

  104. 104

    Chris Raymond

    March 12, 2012 9:13 pm

    I’ve read a lot about client briefs for designing a logo, but they all seem to be focused on businesses, emphasizing positioning in a competitive market, business competitors, brand personality, and the like. But most of the logo design I do is for non-profit education and professional associations, and most of the recommended questions would seem ridiculous and/or irrelevant to them.

    Has anyone devised an effective set of questions for clients like the Society for the History of Children, just for a specific hypothetical?

  105. 105

    Mousumi Mahanti

    April 11, 2012 8:01 am

    I am a logo designer myself and I think your list contains some good logos.

  106. 106

    The best logos are which is creative and simple.

  107. 107

    It seems that David Airey lifted this entire article for his book ‘Logo Design Love’… and there was I thinking he did it himself. I wonder if you know this?

  108. 108

    yes nice and its contains a good explanations thank u ..

  109. 109

    chalamalasetty pavan kumar

    July 22, 2013 9:39 am

    This is a fantastic article for all designers thanks alot for the information

  110. 110

    Awesome information. Designing a logo is one of the harder steps for me because of so many options, choices. Thanks

  111. 111

    Awsome info!

  112. 112


    April 18, 2014 6:45 pm

    I am sure that after reading your post, probably most of the designers and people will change their mind while deciding upon their unique logo design. Definitely these are some of the most important points to always remember while creating a logo.

  113. 113

    If You know it’s a simple information!!!!!??? Just I like to this……..for create better advancement my carrier…… THANK YOU!!!


↑ Back to top