petrogurcak/logo-design

Logo Design

Reference guide for creating effective, memorable logos. Covers principles, psychology, professional process, and evaluation.

When to Use

• Briefing a designer or agency on logo creation
• DIY logo design (AI-assisted or manual)
• Evaluating/reviewing existing logos
• Rebranding or logo refresh decisions
• Building brand identity from scratch

Paul Rand's 7-Step Logo Test

Evaluate any logo against these 7 criteria:

| # | Criterion | Question | | --- | --------------- | -------------------------------------------------- | | 1 | Distinctive | Does it embody unique features and values? | | 2 | Visible | Is it noticeable through color, size, or concept? | | 3 | Adaptable | Does it work on a t-shirt AND a billboard? | | 4 | Memorable | Can people recall it after one viewing? | | 5 | Universal | Is it understood across cultures and demographics? | | 6 | Timeless | Will it look dated in 5 years? | | 7 | Simple | Is it concise, accurate, and balanced? |

Scoring: If a logo fails 2+ criteria, it needs redesign.

5 Core Principles

1. Simplicity - Clean, uncluttered. If you can't sketch it from memory, it's too complex.
2. Originality - Distinctive from competitors. Research industry before designing.
3. Versatility - Works at 16px favicon AND 10m billboard. B&W AND color.
4. Timelessness - Classic over trendy. Trends = 2-3 year shelf life. Principles = decades.
5. Relevance - Matches brand personality, industry expectations, and target audience.

7 Logo Types

| Type | What | Best For | Examples | | --------------- | ------------------------------------ | ----------------------------------------- | -------------------------- | | Wordmark | Full brand name in custom typography | Distinctive names, established brands | Google, Coca-Cola | | Lettermark | Initials/abbreviation | Long company names | IBM, NASA, HBO | | Pictorial | Recognizable icon/symbol | Universal recognition goal | Apple, Twitter | | Abstract | Geometric form, no literal meaning | Tech, innovation, complex services | Pepsi, Airbnb | | Emblem | Text inside symbol/badge | Heritage, authority, trust | Starbucks, Harley-Davidson | | Combination | Symbol + wordmark together | New brands needing both recognition paths | Burger King, Lacoste | | Mascot | Character/figure | Friendly, family-oriented brands | KFC, Mailchimp |

Decision guide:

• New brand, unknown name -> Combination (builds both name and symbol recognition)
• SaaS/tech startup -> Wordmark or Abstract (modern, scalable, works as app icon)
• Long name -> Lettermark (abbreviate for memorability)
• Established with strong name -> Wordmark (let typography do the work)

Professional Process (8 Steps)

1. Creative Brief

Define before designing:

• Brand values, mission, personality (3-5 adjectives)
• Target audience (age, industry, preferences)
• Competitors (what to differentiate from)
• Usage context (app icon, print, signage, merch)
• Mood/style preferences (modern, classic, playful, serious)
• Mandatory elements (if any)

2. Research & Discovery

• Audit competitor logos in the space
• Create mood boards (Pinterest, Dribbble, Behance)
• Identify visual patterns in the industry
• Find differentiation opportunities

3. Sketching

• 50-200+ rough hand sketches (quantity breeds quality)
• Explore multiple directions, don't commit early
• Focus on shapes and forms, not details
• Narrow to 3-5 strongest concepts

4. Vectorization

• Recreate chosen sketches in vector (Illustrator/Figma)
• Refine curves, proportions, spacing
• Apply golden ratio grid if appropriate (1.618 proportions)
• Test optical balance (visual center vs mathematical center)

5. The B&W Test

"If it doesn't work in black and white, it doesn't work." - Paul Rand

Test logo WITHOUT color first. Color is enhancement, not crutch.

6. Color & Typography

• Apply color psychology (see reference below)
• Max 2-3 colors (95% of top brands use 2)
• Select/customize typography that matches brand personality
• Create primary + secondary + monochrome versions

7. Context Testing

Present in realistic mockups:

• Business card, letterhead
• App icon (small scale)
• Website header
• Social media avatar (circle crop)
• Signage (large scale)
• Dark and light backgrounds

8. Final Delivery

Deliver complete asset library:

• Formats: SVG, AI/EPS, PNG (transparent), JPG
• Versions: Full color, monochrome, reversed (white on dark), icon-only
• Brand guidelines document: spacing rules, minimum size, color codes, don'ts

Color Psychology Quick Reference

| Color | Evokes | Industries | Examples | | ---------- | --------------------------- | --------------------------- | ------------------------------- | | Blue | Trust, reliability, calm | Finance, tech, healthcare | Facebook, Samsung, PayPal | | Red | Energy, urgency, passion | Retail, food, entertainment | Coca-Cola, YouTube, Netflix | | Green | Growth, health, nature | Eco, finance, health | Spotify, Whole Foods, Starbucks | | Yellow | Optimism, warmth, attention | Food, energy, kids | McDonald's, IKEA, Snapchat | | Orange | Creativity, friendly, bold | Tech, food, youth | Amazon, Fanta, Soundcloud | | Purple | Luxury, wisdom, creative | Beauty, luxury, education | Cadbury, Twitch, Yahoo | | Black | Elegance, power, premium | Luxury, fashion, tech | Nike, Chanel, Apple | | Pink | Playful, feminine, warm | Beauty, fashion, dating | Barbie, T-Mobile, Lyft |

Rules:

• Max 2-3 colors in logo
• Test for color blindness accessibility (8% of men are color blind)
• Ensure sufficient contrast ratios
• Define exact color codes (HEX, RGB, CMYK, Pantone)

Typography Psychology

| Category | Conveys | Use For | | ---------------------------------- | ---------------------------- | --------------------------------------------- | | Serif (Times, Garamond) | Tradition, trust, authority | Law, finance, luxury, publishing | | Sans-serif (Helvetica, Inter) | Modern, clean, approachable | Tech, startups, healthcare | | Script (Pacifico, Allura) | Elegance, personal, creative | Beauty, fashion, wedding, food | | Slab serif (Rockwell, Courier) | Strong, confident, reliable | Manufacturing, construction, sports | | Display/Custom | Unique, bold, memorable | Entertainment, brands seeking differentiation |

Best practice: Custom or modified typography > stock fonts. Modification = competitive moat.

Shape Psychology

| Shape | Conveys | Examples | | ---------------------- | --------------------------------------- | ----------------------------------- | | Circles | Community, unity, wholeness, infinity | Target, BMW, Olympics | | Squares/Rectangles | Stability, reliability, strength, order | Microsoft, BBC, National Geographic | | Triangles | Dynamic, power, innovation, direction | Adidas, Delta, Google Play | | Organic/Curves | Approachability, creativity, nature | Airbnb, Instagram | | Lines (horizontal) | Calm, stability, tranquility | IBM stripes, AT&T | | Lines (vertical) | Strength, ambition, progress | Cisco, SoundCloud |

Lessons from Masters

| Designer | Iconic Work | Key Lesson | | -------------------- | --------------------- | ------------------------------------------------------------------- | | Paul Rand | IBM, UPS, NeXT | Geometric simplicity. Test with 7-step criteria. | | Saul Bass | AT&T, United Airlines | Minimum elements = maximum lifespan (34+ yr avg) | | Milton Glaser | I ❤ NY | Rebus engages viewer. Participation = memorability. | | Rob Janoff | Apple (1977) | Single distinctive detail (bite) = instant recognition at any scale | | Carolyn Davidson | Nike Swoosh | Movement in simplest form. Great logos can be one stroke. | | Lindon Leader | FedEx | Negative space is a design tool, not empty space. | | Michael Bierut | Mastercard rebrand | Courage to simplify. Remove text when symbol is strong enough. |

AI-Assisted Logo Workflow

For founders/non-designers:

Exploration Phase

1. Midjourney/DALL-E: Generate 20-50 concept variations

   • Prompt: "minimalist logo for [brand], [industry], [2-3 adjectives], vector style, flat design"
   • Iterate on promising directions
   • Use as inspiration, NOT final output

2. Evaluate against Paul Rand's 7-step test

3. Select 2-3 strongest directions

Production Phase

4. Vectorize: Recreate in Figma/Illustrator (AI output is raster, not production-ready)
5. Refine: Adjust proportions, clean curves, perfect spacing
6. B&W test: Strip color, verify it works
7. Color apply: Use psychology reference above
8. Export: All formats and versions

Critical: AI generates inspiration. The last 10% of refinement is what separates amateur from professional.

Tools

| Tool | Best For | Skill Level | | --------------------- | ------------------------------------------ | --------------------- | | Canva | Quick logos, templates | Beginner | | Figma | Vector design, iteration, collaboration | Intermediate | | Adobe Illustrator | Professional vector production | Advanced | | Midjourney/DALL-E | Concept exploration | Any (prompting skill) | | Looka/Hatchful | AI logo generators (limited customization) | Beginner |

Common Mistakes

| Mistake | Why It's Bad | Fix | | ----------------------- | ----------------------------------------- | ----------------------------------------- | | Too many colors (4+) | Cluttered, expensive to reproduce | Max 2-3 colors | | Following trends | Dated in 2-3 years | Prioritize timelessness | | Too complex/detailed | Fails at small sizes, hard to remember | Simplify until you can sketch from memory | | Raster not vector | Can't scale, pixelates | Always design in vector (SVG/AI) | | Stock fonts unmodified | Looks generic, no differentiation | Customize or commission typography | | No B&W version | Fails in fax, engrave, single-color print | Design B&W first, add color second | | Copying competitors | Looks derivative, legal risk | Research competitors to DIFFERENTIATE | | Designing by committee | Diluted, compromised, bland | One decision-maker, clear brief | | Skipping mockup testing | Looks great on screen, fails in context | Test in 5+ real-world applications | | Ignoring negative space | Misses opportunities for hidden meaning | Study FedEx, Spartan Golf Club |

Logo Design Brief Template

Use when briefing a designer or starting your own project:

BRAND: [name]
INDUSTRY: [sector]
PERSONALITY: [3-5 adjectives, e.g., "modern, trustworthy, innovative"]
TARGET AUDIENCE: [demographics, psychographics]
COMPETITORS: [3-5 competitor logos to differentiate from]
PREFERRED TYPE: [wordmark/abstract/combination/etc. or "open"]
MUST WORK ON: [app icon, print, signage, etc.]
COLORS: [preferences or "open" - reference psychology table]
MOOD: [link to mood board or describe]
BUDGET: [range]
TIMELINE: [deadline]
AVOID: [specific elements, styles, or associations to avoid]

Evaluation Checklist

Quick pass/fail for any logo:

• [ ] Recognizable at 16px (favicon size)
• [ ] Works in black and white
• [ ] Distinct from top 5 competitors
• [ ] Can be sketched from memory after 5-second viewing
• [ ] Readable/clear on dark AND light backgrounds
• [ ] No unintended shapes or meanings
• [ ] Passes Paul Rand's 7-step test (score 5+/7)
• [ ] Consistent with brand personality adjectives
• [ ] Works in circle crop (social media avatars)
• [ ] Typography is legible at all sizes