Designing Original Logos _ the Logo Factory

14/08/2012 Designing original logos | The Logo Factory

www.thelogofactory .com/designer-lounge/10-tips-for-designing-original-logos/

Designing original logos10 tips. How to create work that stands the originality test.And avoids the lawyers.

While its true that some logo rips are just that, blatant knock-offs of other peoples efforts, there are times

when similar logos are created with the like minds think alike principle. Often it almost seems that design

laziness that leads to inadvertent similarities, rather than nefarious intentions. Weve already looked at how to

design your own logo and what not to do. Heres a quick ten tips for designing original logos.

1. Use Google image search

While Google image search is often used to find logos and themes for shady folks to copy, it can also be

used to find concepts and designs that have already been used in order to AVOID copying someone else. If

your logo concept involves a deer, then run searches for various keyword combinations deer, logo, buck,

icon, etc. Youll be able to very quickly see a lot of the ideas already in circulation. And develop a list of

concept approaches and design themes NOT to take.

2. Use the USPTO Database

Original logos Visit the USPTO web site for image search

The US Patent and Trademark Office has a decent database of logos and designs that have already been

registered. Youll be able to see what other people are already using and have registered with the US

government. Trademarks protection is rather nebulous (designs that are similar can be judged as infringing)

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and the database doesnt include logos that have recently been submitted for approval, but it will give you an

overview of whats already been done as it applies to your particular logo niche or theme.

3. Dont start throwing together random shapes in illustrator

This is were most designers end up creating logos that are similar to designs already out there. Illustrator only

has a few vector shapes circles, rectangles, stars, variations of hexagons and octagons. If your logo doesnt

have a concept (ie: its just a bunch of random shapes thrown together to look pretty) theres a high likelihood

that any random combination of shapes is already being used somewhere by someone else. Start your new

logo off with a concept it can just be a list of buzz words and work from there. Its highly unlikely youll

come up with an original idea by creating polygons in illustrator and pushing them about your monitor.

4. Avoid Google image search

True, you should use Google image search to look for logos to avoid, but using Google image search for

design inspiration only leads to the dark side copied logos. Even on a subconscious level, assembling a

group of images and logos that look like what youre trying to accomplish runs the risk of polluting the design

process and influencing your designs originality. So while youll use image search to determine what you

WONT emulate, you shouldnt use it for an idea bank when it comes to actually creating or conceptualizing

your logo.

5. Do not use logos that you, or your client, like, as a design template

One of the ways designers try to figure out what their clients are after is to ask them what logos do you

like. Clients often supply designers with a laundry list of links and images of logos they like as a starting

point. Trouble is, that starting point often becomes the art direction of the project itself. One of the reasons

our logos keep getting copied on logo design contest sites is that the contest holders often use logos in our

portfolio as a frame of reference for what theyre seeking. Some designers will use the examples as a

direction, while others will out-and-out copy the designs provided. Seeing a list of logos that a client likes can

help us determine what direction to go, but rather than trying to copy various elements of the logos supplied,

try to determine what the logos have in common. Use that as a direction when you start from scratch. Better

still, rather than asking clients WHAT logos they like, its better to ask WHY they like the logos that they do.

Even better still, give up trying to figure out what established logos your client likes, and build a design

direction based solely on their needs and requirements, rather than what they like visually.



6. Do not use stock art in any logo concept. Ever

Most stock art isnt licensed for use in a logo. Period. Use of stock art in logo design creates all sorts of legal

conundrums who owns what, what can and cant be trademarked, can other people still purchase the

artwork once its been used as a brand, etc, etc, etc so most stock companies refuse to let their material be

used in this way. Besides, unless you can purchase the stock artwork as an exclusive property, before

anyone else has used it, theres no real point in using it anyway. You have no way of knowing how many times

the design has been used elsewhere and what ownership rights have already been established. And if you

are able to purchase stock exclusively, the cost is usually too high to make its use practical. Best policy is to

avoid stock artwork completely. You should also avoid using clip art in logos for the very same reasons.

7. Adobe live trace is cool. But not for creating logos

The internet is awash in photographs and reference material that designers can use when trying to develop

accurate representations of real world objects. Thats cool. Vector conversion software like Adobes live trace

has made converting photos into artwork a snap, but its not without complications and some IP

considerations. Unless youre using your own photograph, or the licensing of the photograph allows the use

of a derivative version to be used in a logo (see stock art above), building a logo from other peoples photos

is a form of copying, especially when used straight-up. By all means, use photos and other peoples work for

reference, but dont use it as the logo artwork itself.

8. Start from sketch

The easiest way to ensure that your logo is original is to start from sketches and doodles. Sure its time

consuming and an additional step in this get er done fast world, but starting with pencil and paper is the

surest way to develop an original logo. Ideas are quick, your own style will be built into the concepts, and

youll come up with solutions that arent as apparent when simply pushing polygon shapes around in

illustrator. When it comes to scanning the pencil drawings and doodles into illustrator, youll add even more

interpretation into the design, making the logo more your own.

9. Be careful of client supplied material

Often designers are asked by well-intentioned clients to incorporate images and/or artwork into a logo. Make

sure that the client has the rights to the work, or if youre a client, make sure you can legally ask your

designer to add the artwork. Copyright infringement can be an odd beast (and often determined by whos



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lawyer is bigger) so be very wary of introducing concepts, sketches or photograph reference that youre not

absolutely sure of where the original source is. Heres bonus tip If youre a designer thats been asked to

incorporate (or to vectorize) artwork thats being supplied by the client, make sure you get a waiver in which

the client asserts they have the rights to use the work. If youre a client, make sure you have the rights to use

the artwork, and be prepared to sign that waiver.

10. Customize the logo font work

Using off-the-shelf fonts isnt a problem (theres often confusion with designers as to what can and cant be

done with commercial fonts in a logo) but simply typing out a company name in a readily available font isnt

the most original method. Customize the font work whenever possible. Join interesting letterform shapes. Use

negative space in interesting ways. Replace whole letters with nifty little design flourishes and otherwise tweak

commercial fonts to make them completely unique.



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Designing Original Logos _ the Logo Factory