Developing your logo

Now it's time to move from the brainstorming phase to actually formulating some ideas, and then developing the best ones into useable brand marks. Refer to the 'Example logos' post in the sidebar. What makes these logos work? in some cases it's visual wit, in others a limited colour palette, appropriate shapes and typography. Sometimes all of the above. Think carefully about your identity: does it need an image or would some typographic mark be enough. Note that nearly all good logos have EITHER a good pictorial device OR engaging, sometimes complex typography. Very few have both as these two elements, if not handled with care can compete with each other for attention, creating a 'split personality' rather than a strong and clear identity. As you develop your logo, make many attempts at developing shape, changing colour schemes and typography. Keep pushing, and saving as you go. When you think you're on to something worth keeping, save the file and start a newly named file where you left off. You can always come back to a good point if you get lost. That can happen a lot. All the files you keep go towards your 5 pages of development.