How to Create a Logo for Your Business

how not to use the work we created. I would ask a client to allow me to use it in my portfolio though, under strict guidelines that I’m using it as an example of my work.’

‘It’s one of those things that sounds like a really good idea in your head. What you have on there is anyone with some design software and then what happens is you start to devalue the purpose of good design. I understand small businesses have less budget but it’s like if you hired a plumber for a fiver, you probably would still have a leaky tap at the end of it.’

‘When someone says ‘we just like this’. That just means nothing. If I’m presenting to my Director or a client I will always go into the full meaning behind every element I’ve used. This includes colour, typography, colour, and shapes, they all have a meaning why they are linked back to the brief and brand I’m working on.

Don’t follow trends. Trends are just trends, and they change each year but a brand is meant to be timeless. You can’t have something that’s going to fade away in a year.

Also, the use of generic symbols. Using really obvious icons in a logo, for example how many coffee shops have you seen with a coffee cup in the logo? Or dentists that use a tooth in their logo?

I don’t know if it’s a cliché, but I don’t like monograms, like two interwoven letters. If you google any two letters, you’ll come up with loads of ways that those two letters can look together, it’s very clever but generally it’s overused and it’s not saying anything about the brand.’

‘It’s understanding good design. Everything from the basics of how things are aligned through to typography. Typography has so much meaning, every letter and font style has a different meaning as to why it’s those letters and those shapes and why they’re spaced out that way. Choosing a different font is going to give a whole new meaning to your brand. A number of fonts get overused because they’re safe. Designers saying not to use Helvetica has actually now become a cliché within itself.

‘People don’t really think about scaling things. I think that really matters when it comes to typography, you could have a really nice type face that looks amazing when you’re a foot away from your computer screen but when you stand 6 feet back you can’t read it. Think about how the logo will look when someone is driving past in a car, or how it looks scaled down onto a business card or blown up onto a billboard.’

‘The IMB logo is timeless, they haven’t changed that since the 70’s and they haven’t needed to. MacDonalds are a great example of maximising the potential of your logo, even building campaigns around it. I don’t want to advocate anyone eat MacDonalds but from a branding point of view they’ve created a whole story out of that logo that really speaks to people.’

You can check out Oliver’s work here

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Website – https://www.ovrdesignstudio.com/