Designing a killer logo has everything to do with concept and little to do with technical prowess or how well you can use a design program. Also, when it comes down to it vector is the most versatile and useful format for logo design. This article will cover the creative process behind creating a strong conceptual logo and how to use Adobe Illustrator to your advantage when creating a logo.
Types of Logos
There are several types of logos that each have their own unique purpose. While there are many permutations, the two most basic categories are type treatments and type mixed with image treatments.
Type Treatments
Type treatment logos are entirely composed of text. These logos can be very effective and distinguished if the concept behind the logo is strong enough. In addition, they generally incorporate fewer colors and effects. They are easier and less expensive to use throughout an advertising campaign or suite of corporate identity materials. Type treatment logos work well for company or business names that are not trite in their respective industries. Here are a couple examples of type treatment logos.
Left Designed By: Stylo Design, Right Designed By: Herb Lubalin
Type Mixed with Image Treatments
Type mixed with image treatment logos use an icon or graphic together with text. These types of logos sometimes start off incorporating type and transition to image treatments alone. When logos transition to image treatments it usually implies that the company is established and has a strong market presence. That is not to say that these types of logos can't be effectively implemented for individuals or companies who do not yet have a long history behind them.
In general, these types of logos help distinguish a company or business where the company name may be generic sounding or similar to another company within their industry. Type and image treatment logos also add a level of creativity and eye-candy to a logo. A couple examples are below.
Left Designed For: Thomson Reuters, Right Designed For: Aflac,
The Basis of a Killer Logo - Pencil and Paper
Lets get this out of the way first: computer can't think for you! When you start a logo design and skip the concept creation part of the process problems occur. If you go directly to the computer, chances are, the logo is not the best possible creative solution. In order to come up with a killer logo, you first need to use a pencil and paper to generate ideas.
Sketching allows you to quickly explore an idea and gives you the liberty of rapidly transitioning to a new direction as quickly as your mind can think. When you start off the design process at a computer the tendency to dwell on one design or a design that is not working is elevated.
It is helpful to have several good concepts before you begin using the computer to execute them. Every sketched concept won't be great, but when you get to a point in the creative process where you are using Adobe Illustrator to create the logo you'll have plenty of other concepts to explore. For more information review this comprehensive article on sketching within the design process.
The logo I'm creating is for a yoga studio. The concept that I experimented with was mainly that of stretching and heat. Don't be afraid to just draw whatever comes to mind. Usually your first few ideas won't be great, but that's why you keep pushing yourself to think of something creative. You're not making a masterpiece so just let the ideas flow and don't worry about how good the sketch looks at this point. As long as you get your ideas down on paper you'll be able to expand upon them when you get to the computer.
Review these sketches that were in preparation of the final completed logo.
How to Effectively Explore Ideas - Adobe Illustrator Has its Place
Adobe Illustrator is most effectively used after you have a strong concept (or multiple concepts) sketched out. If you are creating a logo with detailed images mixed with type, then you may want to make some finalized sketches before going to Illustrator as well. This would be true for detailed illustrative text as well. Sometimes, you'll want to refine your sketch before jumping into Illustrator.
Once you're at the Illustrator phase it's easy to quickly explore type options, size, and multiple iterations of a concept. This is exactly how Illustrator should be used when it comes to creating a logo. Also note that Photoshop should rarely be used to design a logo. Photoshop is raster-based, which means that it uses pixels to create the image, while Illustrator uses mathematical points so that artwork can be adjusted without quality loss.
Bringing it All Together - Adding color and typography
Adding color and perfecting typography are the last steps in the creation of a meaningful and concept-driven logo.
When choosing a typeface to accompany your logo you can narrow your options down to the most relevant choices by knowing what the overall typeface should evoke. If your logo is geared towards a modeling agency, for example, you'll likely go with a script, serif, or thin font. On the other hand, if your logo is for a monster truck rally you'll be looking for typefaces that are bulky and strong, like a bold sans serif font.
Below are examples of classic typefaces and the categories that they fall into.
Final Logo Design
Since our logo is for a yoga studio we've used a medium weight font that is neither extremely bulky nor excessively thin. The icon and type complement each other; one of the reasons being they both have tapered edges. The orange represents heat and stretching. The type is lowercase to signify the candid or informal nature of the business.
Notice how the final logo is unmistakably derived from the sketching process. I can't stress enough how important it is to have a strong idea before you jump on the computer. When all is said and done you'll save more time this way. Also, notice how a black and white version is included as well, as this may be needed on collateral marketing material, and should be included in the final files sent to your clients.
Logo Resources
Logopond has many different logos that everyday designers upload where they can get critiques on their work or simply post a logo for others to see. Logopond will give you inspiration and get your creative juices flowing when you're experiencing designers-block.
Faveup is similar to logopond. In addition to seeing a variety of logos you can see examples of business cards and websites.
Brandsoftheworld allows you to download vector logos for thousands of companies. This site comes in handy when you're working on a project for a well known client and you need a vector logo in a pinch. Keep in mind you do need permission to use these commercially though.
Flont by Veer is great for the serious designer who needs to find the perfect typeface. Flont allows you to preview any font using the letters of your choice.
Identityworks has reviews on logo designs so you can see the before and after of various designs. Plus articles and everything else related to corporate identity.
Conclusion
The next time you need to create a killer logo you'll have a solid understanding of how you should go about the creative process to ensure you're producing the best logo possible.
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User Comments
( ADD YOURS )Qvectors September 5th
Gread read thank you. looking forward to more in depth articles like these.
Asbo September 5th
Sweet, very interesting read.
AliasArt September 5th
great idea, I searched for such a article since a long time:)
Andrew Houle September 5th
This was a fantastic read. I’d love to see more on logo tuts/articles at this set. They are one of the most common applications of vector art.
Lee Milthorpe September 5th
Brilliant article! I’m designing a few logos at the moment and am guilty of using the same styles in everything! Need to get back to pencil and paper I think!
Campbell September 5th
another great site for logo inspiration is 99designs.com
it is kind of a freelance website where companies pay people to make logos, and slowly they get eliminated until a winner is found
good stuff
robby September 5th
This will def help me out in the future, great read!
Dan September 5th
Nice, good one for the toolbox
L2 September 5th
Nice read not to indepth.
Good books for inspiration and logo’s:
- Marks of Excellence (Per Mollerup)
- Los Logos
- Dos Logos
- Tres Logos
Buy them, browse them, design new logos.
NGP September 5th
Great article! Logos are about 90% research, thinking and sketching, and 10% technical design knowledge. You can also check out the masters of logo design, Paul Rand, Saul Bass, Paula Scher and others, who designed logos BEFORE computers made it easy! Pen and paper baby its the way to go!
ngochai September 5th
Thanx for this tut . I waited for a long time ^.^
WAR September 5th
Great tut! This process is necessary in our industry and I feel some designers forget parts, which weaken the strength of the final concept. I strongly believe in vector based identities, I don’t understand when clients expect raster based PS logos.
Shane September 5th
Great stuff - not only the post itself, but also the links.
Some of the work on logopond.com (first link in your Logo Resources list) is awe-inspiring.
@WAR - agreed about vector based identities.
frank September 5th
Great job outlining the process.
Thanks!
Mr Kuzio September 5th
This is a tutorial!
Every young guy have to learn this tips because this is the right way to work.
Good job!
bullardino September 5th
Very nice, especially the linked resources
John Ashton September 5th
This is just repackaged stuff from other sites. The linked resources are nice, but that yoga logo is absolutely horrid.
Nate September 5th
I loved this write up. Thanks so much!
Vector Graphics September 5th
Useful article, especially the resources. Thank you Jonathan !
Robin September 5th
@John Ashton: HAHAHAHAHAHA!!! You silly designers with your opinions!
Pedro Tavares September 5th
Really great article! Thanks very much!
NaldzGraphics September 5th
nice article.thanks for this post
Grafiko September 6th
Good article, many designers try to skip steps or jump into the computer right away without doing sketches or don’t understand typography. This take away from their final work. Great design always starts on paper and requires research and understanding of how all the elements complement your design.
Jonathan September 6th
Thanks guys for the positive feedback. Much appreciated!
macias September 6th
yep… without sketches you’ll do nothin interesting… logo is little but hard art work…
RabiD September 7th
a helpful tutorial ! thanks so much !
Lawrence77 September 7th
i love the EIGHT and FAMilies LOGO
good thinking indeed….
Unit B September 8th
“When you start off the design process at a computer the tendency to dwell on one design or a design that is not working is elevated.”
Guilty, guilty, guilty… When I started in graphic design, pre-Mac, this is how we all did it: thumbnailing on a sketchpad. Thanks for the reminder, as I break the rule too often. Great samples to support your thesis, too.
Ryan G September 9th
Cool resource. Thanks.
Ben September 10th
Nice article, what is the name of the font you used in the final logo? I really like the shape of the ‘y’
Jonathan September 11th
Ben, the font is called Diavlo.
http://fawnt.com/
owain October 13th
Great article,
I tend to find I sketch for ages moving from one idea to the next… until im happy with 3 or 4 , I then submit them to the client for feedback.. I sometimes show them some of my early sketches if I feel their relevent and If I think it will help the client explore the possibilities.
I find fave up a great source of inspiration when creating new logos..
Owain
http://www.icomcreative.com
OrganizedFellow October 13th
Thanks for the inspiration!
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