Module 5: Logo Design

Although there are many components that make up a brand, your logo is the most important part, as it is the most distinctive. A logo can come in many shapes and sizes, so here are few different categories to consider.


Classic examples of this include Coca Cola, Fedex, Ebay to name a few. It’s where the name of the brand is also the logo. By doing this there is less need to fall back onto symbols or monogram logos.

5.2 - Symbol

Using a symbol to represent your brand is also a common practice, however the symbol is one part of the logo, as usually the name of the company is included. Using the name is especially important in the beginning to establish the logo, but after time, the name can be dropped as the symbol becomes recognisable enough on it’s own.

5.3 - Monogram

A monogram logo is where the first letters of the brand or person are combined together. Often they will intertwine or overlap to form a the logo and are commonly used in the fashion industry. Famous examples include Louis Vuitton, Coco Chanel and Volkswagen

5.4 - badge

Badge or Crest logos are commonly found in the car industry and in sport. They combine lots of information with visuals in a concise way. More recently there has been a trend in Hipster culture to use badge logos to represent ‘authentic’ and ‘hand crafted’ brands.

5.5 - How I Work

For me I love to create something bespoke and to try and tell a story through the logo. Each job is different, but I always have to consider who is the target audience of the client, what message do I want the logo to convey and is the logo representative of the client.

It’s always good to do as much as research into the client as possible so you can craft something unique to them or their industry. One useful way to get the creative juices flowing is to put together what I call a ‘Cross Pollination List’.

5.6 - The Cross Pollination List

Get a piece of paper and on one side write down words that are relevant to the client’s industry. On the other side compile a list of words that link to the client. themselves (this could be their name, history, location etc). Then you try to bring together different elements to create something unique through combining themes from both lists.

5.7 - The Noun Project

This site is excellent for visual stimulation as it uses icons, which by their very nature have to communicate something without resorting to using words. Searching for key terms on here will throw up loads of visuals that might spark something that would work for an symbol style logo.

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5.8 - Font Manager

All of us have a Font Manager on our computers - Font Book, Font Explorer, Suitcase etc. By putting in the name of the brand you can scroll through all of your favourite typefaces and see how the letters look, feel and most importantly, work together. When you see them rendered in different ways, it can spark inspiration for creating something new. To make the most of this type in the brand initials (for a monogram style logo) the brand name in lower case, upper case and capitalised (Wordmark style logo).

There are a huge number of designers I love to follow and althogh this list is always evolving over time, here a few places I’d recommend paying attention to.

Aaron Draplin
Jon Contino
George Bokhua
Simon Walker
Steve Wolf
Paula Scher
Mackey Saturday
Allan Peters
Ryan Hamrick
Hoodzpah Design
Seb Lester


It's Nice That
Not Cot
Swiss Miss
Form Fifty Five
From Up North

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