Logo Design Love

I've been creating visual identities professionally for nearly five years now and I've had this book for about 3 of those.

I like to think of it as a bit of a bible. Logo Design Love is a book (and blog) devoted to the design of logos and brand identities, written by David Airey.

Working independently has given me a lot more control over my work; from the clients I work with, to timescales, and processes. It’s taken a while for me to discover, develop and refine my process. It also plays a massive part in how I quote and take on new projects. I found pricing reaaaly difficult in the first few months, I mean you can’t put a time limit on creativity, right? How much are your skills worth? I think it’s a problem every designer faces. The ‘Pricing Design’ chapter certainly gives some insight into structure – so i’ve learnt a hell of a lot on how to price myself depending on a series of factors, whilst also learning from my own mistakes.

Communication is integral to any project. As designers, we are visual communicators, so sometimes finding the words to rationalise our concepts is the most challenging. Albeit, the strongest designs shouldn’t need explaining, but I’m sure i’m not the first person to sit there struggling to string together a paragraph from my limited vocabulary. Airey introduces mind-mapping in the chapter ‘From Pencil to PDF’, we’ve been doing them since school, but crazy how something so simple can aid the idea process with your client. Thumbs up! He’s also a massive supporter of the sketchpad, I like this A LOT.

I could go on, but I’ll leave that to David and his book. Here’s a few points to leave you on though:

  • A logo doesn’t need to say what a company does
  • Not every logo needs a mark
  • Expect the unexpected
  • Leave trends to the fashion industry
  • Step away from Photoshop
  • Keep it relevant
  • Work in black and white
  • Be consistent
  • Don’t neglect the substrate
  • Remember, it’s a two-way process.
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