I recently had a client who came to me for a logo creation. She knew exactly what she wanted and basically directed me on every aspect of the design, components, colors, and technique. I should have known better from the start, when she really insisted on me using a watercolor rendering, that things would get complicated and that I would not be happy with the result. I took out my brushes anyway and created a few illustrations, just the way she wanted them, tried to find the most appropriate typeface, and finally sent her some options.

I always share with my clients every step of my logo creation process, so they know exactly why every option I deliver is effective in a different way. So, as usual, I sent along an explanation of my work. Except this time, even though my work was visually and artistically good, it was absolutely not working as a logo, and I couldn’t lie. It wasn’t following the five essential principles of a good logo:

  • SIMPLE : In today’s fast paced world, with so many visual stimulation around us, clean lines and simple designs allow for quick and easy recognition.
  • ADAPTABLE : A logo needs to translate well in different mediums and different sizes. From business card to poster size, color or black and white, it needs to retain its integrity.
  • TIMELESS : An effective logo should be timeless, allowing your brand identity to stand out from the fast changing trends. Keep it clean and neutral.
  • APPROPRIATE : A logo needs to reflect a company’s essence and fit the targeted audience through the right choice of lines, colors and fonts.
  • UNIQUE : A logo should stand out from others in the same industry. Stay away from overly used icons and dare to think out of the box. A logo doesn’t always have to show what a company does.

My design philosophy is all about simplicity. I love to use negative space as a simple, clean and clever way to incorporate multiple meanings into my designs, capturing a customer’s attention and making them think twice.
My ultimate goal is to follow these five rules and create logos that are simple, adaptable, timeless, appropriate and unique for you and your business.
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“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” ~ Antoine de Saint-Exupery

As for my “watercolor logo” client, she listened to my advice and decided to move away from her original idea. I’m back to the drawing board, literally! Stay tuned to see the final logo on the blog!