Join Nigel French for an in-depth discussion in this video What information to include, part of Designing a Logo.
Now that we have a much better idea of the kind of logo that we will be designing and the kind of company that we will be designing the logo for, we need to think about what information we are going to include. Specifically, what kind of text we are going to include. As a designer, your life is going to be made easier if you are working with a company name that is short and sweet and to the point. There are many precedents for this. United Airlines in their logo becomes United. Apple Computer becomes Apple, Adobe Systems becomes Adobe. So we want to keep it short and to the point. If that means that by reducing the number of words in the name that you are no longer fully communicating the business of that company, then you can use a tagline to do that with.
Now, here are some very common taglines. They are so common and so much a part of our everyday lives that I don't even need to tell you what taglines those logos relate to. Now, let's go and look at how I'm going to apply this information to my specific logo in progress. As we've already established, I'm working for a company called Deep Green Designs, a garden design company. The first change I want to make is, let's shorten the name to Deep Green.
And then I'm going to use a tagline to communicate more information about the business and the tagline is going to be this. Now that's not exactly particularly exciting or clever, but it is descriptive and since this is a new company, I think we need to go with a descriptive tagline. I did suggest to my client 'just dig it,' but she wasn't going for that. So we are going to have Garden Design and Planting.
- Choosing the right typeface
- Exploring transparency, warped type, and other treatments
- Working with line, shape, and imagery in a logo symbol
- Considering current trends in logo design
- Fine-tuning a design after client selection
- Drawing up usage guidelines