Collaborative Best Practices: Logos

In over 20 years, I’ve worked with (and designed) many logos, and I enjoy guiding clients away from design choices likely to cause them headaches, even if that happens long after the invoice is paid!

I achieve this by developing logos that are versatile and serve the client well across a wide range of potential end uses, rooted in evidence-based design approaches, market research, and insights each client provides along the way.

Interestingly, across industries and organizational sizes, logos that use minimal color and detail are the gold standard.

Complex logos (such as fine details, shadows, or gradients) reproduce unreliably (e.g., in screen printing or embroidery) and become unrecognizable blobs of ink at small sizes.

Once the logo is complete, it’s the client’s responsibility to build personality and perception.

Specifically, consistent use of the logo’s colors and fonts in your materials will help build recognition and a sense of professionalism and trust in your work. Even slight deviations, over time, will dilute brand recognition.

Additional Reading: 40 famous logos and what you can learn from them