60 expert logo design tips|Humayun Sajjad

11. Don't let clients dictate

Point 2 does not equate to doing what the client tells you. Look through the brief from your client and begin to ask questions about any vagueness or lazy brief writing you might find there. 'The logo should be iconic' and 'The logo should be memorable' are two extremely clichéd phrases you need to pull your client up about.

A man kicking a chicken dressed as Father Christmas is memorable but for the wrong reasons. So, as with all commissioned design work, you need to manage your client's expectations, set realistic goals and find out what exactly your work needs to convey. Logo designs become iconic and memorable: they're not created that way.



12. Create a board and rip it up

You could research logo designs all day as there are books and websites by the score containing examples of them. Only make mood boards out of ones that share similar values. Look at your mood board and analyse what isn't successful about these logos. Then rip those boards up and use these rules as a guide for your own unique creation.