PLDN Talks – Ashleigh Giesler – ‘3 top tips for logo design’


WELCOME TO PLDN TALKS! AS WE ALL KNOW, CORONAVIRUS HAS GOT A HUGE CHUNK OF OUR INDUSTRY WORKING FROM HOME AND AS CREATIVES. WE LAUNCHED PLDN TALKS AS A SUPPORT PLATFORM DURING THE OUTBREAK. DAILY, BITESIZE EDUCATIONAL CONTENT FROM CREATIVE MINDS ALL OVER THE WORLD TO KEEP OUR COMMUNITY INSPIRED.

Hi, I’m Ash and I am senior creative at Paradise London. I’ve been there for about two years now, and I mostly work on the branding projects that we get. So this includes everything from tone of voice to imagery, colour palette, typography and logo, which I’m going to be talking to you all about today. 

So here are my three, three, three tips for how to create a logo. First things first. Number one, understand your brand. This is the most important thing. Before you start any design process, make sure you’ve got a really good understanding of your brand, whether it’s your own or whether you’re doing it for a client. Spend some serious time working out what you’re about, what your ethics are, what your personality is as a brand, what you’re selling.

Make sure that you can sum it up in a sentence, bring in some colleagues and some friends and describe it to them. Just make sure that you can really sum it up before you start any design process. Cause I promise it will filter it down and it’s a lot easier to figure out at the beginning than halfway through.

Number two, figure out what style of logo best suits your brand. Is your brand more classic, traditional, or does it have a modern contemporary feel? What is it that you’re selling? How does that reflect? Is it important that you feel more corporate or you’re appealing more to creatives to time in your core demographic?

Are they older or younger? Male or female? You know, you don’t want to create a really masculine brand for tampons because it kind of alienates your audience. All of these questions will really help you determine whether you use a serif or a sans serif typeface or an icon logo. there are literally thousands of typefaces to choose from.

So it’s best that you narrow it down into some categories from the beginning and do some research on type. Type is so interesting, what different type makes you feel and how it appeals to different people. Yeah. If you choose around, a typeface and it feels more open, more inviting, then if you use a narrow type phase, feels a bit more narrow typeface.

It feels a bit more closed off. And, yeah, just do some research into the psychology of type because it’s actually really interesting and it surrounds us every single day. So you’ll start noticing everywhere that you go. what, what type of saying to you and what businesses and brands are saying to you through that type, definitely worth doing some research. 

But it’s for each project, every time we start, I’ll spend a while creating a Pinterest board of existing logos that I really like and I think would work well for this brand. It’s also really good to be able to share with the client early on. Like, where your head is at and why you’re thinking it will. It will go. Yeah. 

Number three. the best logos out there have concepts behind them. It doesn’t matter how they got, how lose it is. having a concept really brings the logo to life and bring some meaning to it and communicate even more about your brand to your audience. I know we’re all very familiar with the Apple logo, which was actually designed in honour of Alan Cheering, who was found with a half an Apple when he died.

So it’s, it’s nice for your business to have a bit of an anecdote to its logo. Just. No, it feels more personal, it communicates more.  it’s just more interesting and, and, yeah, and I think it reflects in the design of it when there’s been some meaning and some real thought behind where it came from.

And so it doesn’t need to be glaringly obvious or even public knowledge. I just think that you can guarantee your favourite logos have probably got something in behind them. And when you find that out, it just makes you more interested or understand more about the brand. so yeah. Those are my three tips for how to design a logo.

I hope everyone is staying happy and safe and isn’t too bored. I’m a bit bored but yeah, so it’ll be good. Enjoy the rest of your quarantine and good luck with your design.

Check back each day for a new topic, from a new creative – you might learn something useful!

TO FEATURE ON A PLDN TALK, EMAIL – LUKE@PARADISE.LONDON