The core identity element.
WHAT A LOGO MUST DO
Identify Work at any size Work in one colour Reproduce in any medium
WHAT THAT RULES OUT
Fine detail Gradients that cannot be printed Many colours Text too small to read when reduced
WHAT TO TEST EARLY
The design at the smallest size it will ever appear.
WHY
Most weak logos fail there.
WHAT SIMPLICITY ACHIEVES
Memorability and reproducibility.
WHAT TO AVOID
Following visual trends Illustrating the business literally Stock imagery Effects that date
WHY TRENDS MATTER
A logo should last a decade, and trend-led marks look dated in three years.
WHAT THE PROCESS IS
Understanding the business and audience Many rough concepts Narrowing to a few Refinement Testing in context
WHAT TESTING IN CONTEXT MEANS
Seeing it on a sign, a document, a screen and a small icon.
WHAT TO DELIVER
Vector originals Versions for every use A guide to using them
WHAT TO CHECK BEFORE COMMITTING
That nothing similar already exists in the same field.
WHY
Similarity produces confusion and, occasionally, legal claims.
