A logo is a design that symbolizes an organization through a graphic representation of its name, trademark, or abbreviation. An effective logo is distinctive, appropriate, practical, graphic, simple, and conveys an intended message. Key principles for an effective logo include that it be simple, memorable, enduring, and versatile. Examples provided are the Merrill Lynch bull logo representing strength and growth, and the Nike Swoosh representing speed and victory. The document provides tips for establishing a logo design through research, sketching concepts, getting feedback, and presentation.

2.  What is logo?
A Logo is a design symbolizing ones organization. ...
Logotype is a graphic representation or symbol of a
company name, trademark, abbreviation, etc., often
uniquely designed for ready recognition. You may also
think of a Logo as a simple visual mark to identify your
company product or service.

3.  Logo Design Concept
An effective logo is distinctive, appropriate, practical,
graphic, simple in form and conveys an intended
message. In its simplest form, a logo is there to identify
but to do this effectively it must follow the basic
principles of logo design;

4.  Logo Design Concept
 A logo must be simple
A simple logo allows for easy recognition and allows the
logo to be versatile and memorable. Effective logos
feature something unexpected or unique without being
overdrawn.

5.  Logo Design Concept
 A logo must be memorable
Following closely behind the principle of simplicity is that
of memorability. An effective logo should be memorable
and this is achieved by having a simple yet appropriate
logo.

6.  Logo Design Concept
 A logo must be enduring
An effective logo should endure the test of time. The logo
should be 'future proof', meaning that it should still be
effective in 10, 20, 50+ years time.

7.  Logo Design Concept
 A logo must be versatile
An effective logo should be able to work across a variety
of mediums and applications.

8.  Logo Design Concept
 A logo must be Appropriate
How you position the logo should be appropriate for
its intended purpose.

9. Merrill Lynch is a financial institution that stands for stability
and growth. They use a bull as their icon, which represents
strength, growth, and a rising market.
 A few
examples

10. Nike sells shoes and other sporting goods. However, their
logo doesn’t include shoes or sports equipment. Instead,
the Nike Swoosh is a stylized wing, representing speed and
victory—two brand ideas that Nike is associated with.
 A few
examples

11. The first time Phil Knight (Founder if nike) saw the swoosh
logo he said: “Well I don’t love it, but maybe it will grow on
me.”
 Incidentall
y

12.  A few
examples

13.  Establish your
design

14.  Establish your design
• Design brief. Conduct a questionnaire or interview with the client to get the
design
brief.
•Research. Conduct research focused on the industry itself, its history,
and its competitors.
•Reference. Conduct research into logo designs that have been
successful and current styles and trends that are related to the design
brief.
•Sketching and conceptualizing. Develop the logo concepts around the
brief and research.
•Reflection. Take breaks throughout the design process. This allows your
ideas to mature and lets you get renewed enthusiasm. Receive feedback.
•Presentation. Choose to present only a select few logos to the client or a
whole collection. Get feedback and repeat until completed.

16.  Learn from
others

17.  Mind mapping and mood
boards

18.  Keep all your
sketches

19.  Use a grid to
create a
timeless logo

20.  Create vectors
 Use smart objects
 Choose your typeface carefully
 Adapt an existing typeface
 Avoid gimmicky fonts
 Avoid gimmicky fonts
 Don't use more than two fonts
 Ensure it works on dark
backgrounds
 Create different size versions

21.  Don't confuse 'logo' with
'brand'
 Create a logo style guide
 Be inspired by the best