01
Tip 01
Start in Black & White
Before touching color, design your logo in pure black and white. This forces you to rely on
shape, form, and proportion — the true bones of any great mark. If a logo doesn't work in
monochrome, color won't save it.
Pro move: Test it on both white and black backgrounds. If it holds up on both, you've got a winner.
02
Tip 02
Design for Scale
Your logo needs to look perfect at 16px (favicon) and 16 feet (billboard). Design at a
comfortable size, then test it at extremes. Simplify any details that get lost or muddy
at small sizes. A scalable logo is a versatile logo.
A logo doesn't sell the company. It identifies it. The design speaks when words can't.
03
Tip 03
Limit Your Colors to 2 (Max 3)
The most iconic logos in the world use one or two colors. Color restraint signals confidence
and professionalism. Pick one dominant color and one accent — and make them mean something.
Every color choice should be intentional, not decorative.
Think: FedEx (purple + orange), Coca-Cola (red + white), Nike (black). Simple. Powerful.
04
Tip 04
Understand the Brand Before You Draw
The biggest mistake designers make is opening Illustrator before understanding the client's
world. Ask: Who is the audience? What feeling should the brand evoke? Who are the competitors?
Great logos are rooted in strategy, not just aesthetics.
✦ Your Pre-Design Brand Checklist
✓
Define the brand's personality in 3 words✓
Research 5 direct competitors' logos✓
Identify the primary audience (age, values, lifestyle)✓
Agree on industry feel: premium, playful, bold, minimal?✓
Confirm all use cases: digital, print, signage, apparel
05
Tip 05
Use Geometry as Your Foundation
Hidden geometry — circles, triangles, golden ratios — gives logos their unconscious balance
and harmony. Even freeform marks usually trace back to geometric roots. Practice sketching
logos using basic shapes first, then refine from there.
06
Tip 06
Choose Typography That Works Hard
For wordmarks and logotypes, font choice IS the logo. Avoid trendy fonts that will age
poorly. Opt for timeless typefaces or custom lettering with careful kerning adjustments.
Even 1pt of letter-spacing can transform a generic wordmark into something refined.
Always customize: adjust letter spacing, modify a character, add a unique ligature. Make it yours.
07
Tip 07
Deliver a Complete Brand Package
A logo alone isn't a brand identity. Always deliver multiple variations: primary logo,
secondary mark, icon/favicon, light version, dark version. Include a one-page brand
guideline with approved colors (HEX, RGB, CMYK), fonts, and spacing rules.
Clients who receive this trust you more — and refer you to others.
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