I was asked by a team member the other day about Logo Design. He wanted me to answer some question for him for an office blog post that never came to fruition. I put some effort into my answers so I thought I would throw them up on my blog instead.
The questions he asked were:
-What do you try to keep in mind while designing a logo
-What key elements are most important
-simplicity vs. complexity
-Sticking to current brand vs. evolving the brand
Logo design, in my mind, is one of the most important parts of a brand. Without a good logo you have nothing. Like a cattle brand, the logo is the brand to your brand. Whatever you're putting out into the world 9 times out of 10 will have your logo on it.
When designing a logo simpler is always better. That doesn't mean you have to lack meaning that just means you have to be more clever about how you're creating it. When I'm creating a logo i try to think of the multiple platforms it will be displayed on, like embroidered onto a t-shirt, or in the clustery mess of logos on the back of a free t-shirt you get for participating in a race. To screen printed large on a fabric, to scaled down small to fit on a business card. And also, is this a memorable mark that makes sense for the brand.
Sticking to current brand vs. evolving all depends on what the client already has. If the logo / brand wasn't very good or dated to begin with, I'd try to either redesign the logo to freshen it up and make it current yet timeless, or re-brand all together. Getting people to re-brand entirely is a lot harder convincing though.