Designing a Logo – Research

Designing a Logo – Research

Posted on

After the doodling session I had I saw one shape that I thought I could develop into a symbol or logo that sums up frustration. Originally I was going to produce two logos one for children and one for adults but by the time I finished the first one I wanted to explore another area of my work. Before I started to design any logos I decided to research into how to design one as I had never done this before properly. This is one site I used:

This site gives you the top 50 tips! Yes 50! I didn’t realise it was that complicated until I read all of them and here are the main pointers I thought that applied to me most:

  1. Research your audience (number 1 on the list) – you need to know what your message is and make it clear for the specific audience your aiming at.
  2. Keep all your sketches (number 3 on the list) – Keeping your sketches is unite important as a past image or doodle could be the spark which creates the best work you’ve ever done. I always thought right I’ve completed that project lets move on but now after reading that I think maybe I should look at past work. You never know there might be a hidden gem!
  3. Research into past logos (number 4 on the list) – See what works and doesn’t work will help a lot. The best bit people have already done most of the hard work and can show you which doesn’t work which you would stay clear of.
  4. Sketch it out (number 8 on the list) – It is important to sketch initial ideas out even if they are the most obvious or don’t make any sense at all as it allows you to move onto better ideas.
  5. Make the type match the brand (number 14 on the list) – I never had really thought of this, I always go for the most obvious font but from looking at other logos it really does make a difference. It can make or break the logo style as well as what it is trying to communicate to the audience. This interlinks with rule 23 of not using more than two fonts as it can clash and become confusing.
  6. If in doubt leave it out (number 27 on the list) – They say if you can’t rationalise why it is on the logo design then why is it there, it’s just wasted space.
  7. Check for hidden words (number 41 on the list) – this one is quite funny! The original Weight Watchers logo had a hidden word within that was quite offensive as shown below:

    Hidden message within
  8. Show your logo design around (number 37 on the list) – Send it to your friends, family members, colleagues because they may spot something you might miss out. They are seeing it from the outside and being the designer you can become so immersed in the development you can’t see an obvious issue.

After reading the rules I decided to act upon rule number 3 (4 on the official list), research into past logos as you can then see what worked and what does. So I went to this web address:

This is a fab site as it has lots and lots and lots of specific to random logo designs. Here are a few I picked out:

Mountain Gear Company
Coffee Bar
Designed for a cafe
Logo made for new software company that designs, programs and publishes iPhone apps

All of these logos I like instantly as I thought they were clever, quirky and simple yet effective. All of them have taken the basic rules for example the text matching the design of their image as well as only having the main design and nothing that is there for no specific reason. The colours are either one or two which are bold and bright or very neutral, there is no in-between. I would also say that all these logos are aimed at an older audience so adults although children can enjoy them they wouldn’t understand the meaning air what they are specifically advertising. From these images I decided to have a crack at making one, I know that it is not going to be a clever or quirky but I’ll have a good go!

Weight Watchers image from:

Wyatt. P., Kitney. A., 2014, The definitive guide to logo design: 50 pro tips [internet]. Availbel from:, [Accessed 10 March 2014, 11.04am].

Logos images from:

2008, Logo Moose [internet]. Available from:, [Accessed 10 March 2014, 10.59am].