“A logo is a flag, a signature, an escutcheon, a street sign. A logo does not sell (directly), it identifies. A logo is rarely a description of a business. A logo derives meaning from the quality of the thing it symbolizes, not the other way around. A logo is less important that the product it signifies; what it represents is more important than what it looks like.”
One of my 9 Rules to Creating a Logo is to design it in black & white only. The reason for this is that you don’t want the client to focus on the colors in the early stages of the design. It’s more important to get the typography and the actual logo mark right before worrying about specific colors.
That being said, once the client approves the basic logo, it’s important to choose the right colors. Color needs to be appropriate for your product or service, but it also needs to stand-out from competitors. When you look at the logos of large companies, you begin to see a reason for the colors they chose.
WeLogoDesigners has published A Guide to Choosing the Right Colors For Your Brand that offers some advice and psychology behind choosing the right colors for your logo.
I came across this freebie the other day and thought I would share it, since it’s something virtually every freelance designer will encounter at some point in their career. Dealing with clients who don’t want to pay sucks, so any insight into avoiding them to begin with is welcome advice.
The free 74-page eBook (requires an email address) is available for download here.
You have to set up the narrow parameters that you work in, and then within those, give yourself just enough room to be free and play.
Interesting read for creatives across all disciplines.
This is not an in-depth, step-by-step guide to becoming a freelance designer. Instead it gives you the broad strokes, with plenty of things to think about and act on.
I’m about half way through reading the 115 page PDF and I must say, there’s some really great advice in this eBook—even though the illustrations are stuck in the 80s 😉