If you’re gathering inspiration for a branding project—as a designer or a client—remember to be critical of what you're collecting. An idea too good to be true, sometimes, is.

Starting a new project and looking for inspiration? You may have found yourself clicking around a Pinterest board or listicle blog called “Clever Logos 2020” or “10 Amazing Negative Space Logos”. The execution and work on these logos are usually top notch and they pop up on lists all over the web because they’re clever, aesthetically pleasing, and memorable. I’m not here to knock them… but in all the re-posting, it’s easy to lose the context they were created in—and that’s important. Often, these logos are created as portfolio pieces to attract business, learn a new style, or sell as stock—not as a result of the client design process.

What’s the difference you ask?



Well, it’s a big one.



While working with a client, a designer goes through a whole process of turning a client’s ideas and information into a visual representation. There are stakeholder opinions, market expectations, pre-existing branding, timelines, budget, and the client’s own personal taste to consider when shaping the final logo. There’s nothing in this process getting in the way of great work, but it’s not as “easy” as a list of witty logos could lead you to believe.

The same could be said about the process behind the design of websites, apps, and print work. Without knowing the context and requirements of the task, it can be hard to judge how well the final product really accomplishes the project's original goal.

Both the designer and client want a final design that they are proud of. But the purpose of a logo isn’t usually to go viral, it’s to create a visual mark to represent your business or product. Stick to the process and you’re going to come out with something great.



Need some help with your own logo? sales [at] rtraction.com (Let’s talk about getting it right).

Credit for logos used in the header image: Night Golf logo - Mike Bruner / Spartan Golf logo - Richard Fonteneau / Music File logo - Mauro Bertolino / Dog Show logo - Den Parukedonos / Killed Productions logo - Sean Heisler / Suitcase logo - Phane