The abstract logo design is a great concept... for a major corporation that advertises and has millions of products on the street. HOWEVER, many small local businesses (such as the dog walker you mention) lack that luxury. Also, they request a logo that reflects their product or service. And since they're paying, it's best to listen to them and develop a tasteful logo that includes their product or service. With "tasteful" being the operative word since Lord knows I've seen dozens of clumsy, ill-advised logos on local businesses.
Case in point, Doritos only has to rely on a paint swirl of the colors from their logo, and people know it is a bag of Doritos (and what flavor.) My friend running an antique store in old downtown does not have that exposure. Thus, she needed "something antique-ish, or antique-looking ,or antique-reminisient..." You know the drill lol I believe the "little guys" need something a world apart from the "big boys" which is cool (Please do not get me wrong lol). I think if you have the money and time to establish, yes go for that logo like Target or Sony. If you are smaller, a heads up to what you do in your logo helps, even if it is actually written out (Think "Bob's Burgers"). The logo might not even need a burger, but you know what you are going to get when you walk in. (My comment does Not mean the logos and strategies discussed in the video are without merit. In fact, they are very, very helpful. I am commenting Only on the above commenters response to the video).
@@americanfirst4378 Nope. It's the official anti-fascist logo, which I wear with pride. I've never been a fan of white nationalist bullies, and have identified as Antifa since the mid-'80s, when we protected minority and gay people at punk shows from roving bands of meth-tweaking skinheads. Real "tough guys" who hunted lone gay or black people in packs of 5-8. Total losers. When they saw our band of husky punkers, who were legion at every show, they ran. They preferred the easy kill, the skinny guys they outnumbered, to a real challenge. I've been Antifa since.
LOGO DESING IS A SCAM, it shouldn't be this "thing" of "professional", people don't give a fuck about logos, that's the pure truth, only the ones who study logo design analize them, and think the world spins around them and "logo perfection", nah, no normal human being cares a fuck about it, that's the sad truth, it's a career that should disappear, any idiot can make a decent logo, and it would look cool as made by a "professional designer", I HAVE SPOKEN.CHOOSE A DECENT CAREEER, NOT A LAZY ONE PEOPLE, THANKS.
@@MyDarkDigital Actually, I say exactly that, every day, every year in every comment I read in youtube, I usually think humanity is becoming dumber, and u, not getting my comment, it's the proof I was right, thanks for ur contradiction kid, u just confirmed I'm the smartest human on earth, Aristoteles logic ;) kisses bye XO XO!
@@ungauchoargento1040 designing a logo takes skill and patience. imagine clicking on a video just to comment something negative about being a designer. 🤡
Some great tips. I would point out that the test of cutting a logo in half, blurring it, etc. and it still being recognizable only works for companies like SONY and Target because they've already establish brand recognition over decades of marketing. So keep in mind that when creating a logo for a new business, no one knows who they are, what they represent, or what they do, so simplicity and clarity is even more important.
I get you. I didn't mean for someone else who doesn't know the brand, I meant for you as the designer to do this. Your logo should be still familiar. :)
A better reason to start a new logo design in black and white is because if you can make it work in just black and white, then later on if you ever put that logo on a promo item like pencils or tote bags, something where most likely it will be a 1 color imprint, it will work (or if you have to use a special technique like foil, laser etching, or emboss, etc.). I work in a print shop and I can't tell you how many times we get into arguments with clients because of their overly-detailed, multi-color logos that look like shit when reduced to a single color and stamped onto an item; they get mad because the detail is gone, it's "lost its character", etc.
That is THE No1 tip for logo design. You have nailed some very important reasons. I argue this same point with numerous "professionals" aka experts. But they constantly say it will only ever be seen in colour... ignoring the colour blind... and also ignoring the fact the client should never have restrictions placed on end application. Moreover designing in B&W simplifies determining negative space balance. Will's advice is well intentioned but the one logo a minute exercise is not a tip anyone should adopt. Roughing out designs is a process of exploration. There can be no time limits on that. Obviously the faster you can get your ideas out of your head the better, to clear the clutter!. Then you can move onto refinement or new territory.
hey will i want to start graphic designing, but i was wondering , whats stopping someone from simply screenshotting your design after you show it too them and not paying them
@@willpatersondesign awesome, last question, as a graphic designer do you consider yourself an artist, most artist mark or sign their work, how do you mark your design without messing it up, in other words how would someone know their looking at will paterson's work
@@elijahtanner4526 yeah we are not artists and it's unfair to mark it, once you sell it to your client it's their, they gave the idea, they gave the brief it's theirs and not yours to show off.
You made me realize, that I am actually a logo-designer. I like fuzzing about the minorest of details. My illustrator skills are very rusty, haven't been designing since 2005, but you make me wanna go back to that line of work. Keep up the nice, accessible videos.
BUT the smaller the business, the more of a chance that the logo SHOULD include characteristics of the business. As that business is struggling to get the word out about their business whilst competing with more businesses (of the same size) than larger businesses do.
If the small business grows, and they start doing more things, that logo could be a bottleneck and cause conflict. Each case is unique, there are no logo rules, it depens of each business plan, identity, market identification needs, …
Had to pause the video just to tell you that you're the only creator on RU-vid I actually click and watch (quite regularly). I love that your content is concise and videos are not too long. And ofc I'm learning so much as a newbie designer. Thanks!
Great video!! I've been making logos for years, and use negative space frequently. But, the idea of exaggerating the negative space specifically for scalability has never occurred to me!! Love that! Thanks for teaching me a new trick!!
Both Sony and Apple's logos are aspirational. The bite out of the Apple is about getting knowledge. Sony's tag is "make • believe" The rest is straight production. The power of both logos is foundational message.
I like that last tip about getting someone else to try to recreate the logo from memory within a certain time frame. It really helps show how impactful and memorable that design was. All amazing tips and tricks as always. :D
@@unknown-mn9wo lol, ask if they can describe it to you instead. Some people may be better at describing then replicating and vise versa. :P worst case scenario, if they can't do either then ask 2 more people to get the best odds out of 3.
I literally test Tip No 7 (Drawing test) with one of my friend as he is not a designer. But he remembered what I've shown to him and he sketched that Logo in less than a minute. Thanks for your Great Tips.
I was actually aware of all those tips, exept the negative space. That was a good one. I have always made the ultimate test with my logos: Reduce them to 16x16 pixels which are only either black or white. If you can still read them, they are good logos.
These "tips" could blow someone's mind only if that someone has never ever read a single book or taken a single course on logo design. These things are long and well known. But here's something to (possibly) blow your mind: recent studies show that logos that literally depict what the company does actually work better. If you want to learn more, just search for "minimalist logos aren't likable" and you'll find a very informative article on Business Insider. Something to consider when you're working on your next project.
I fully get what you’re saying about not having what the company does in the brand name or logo. But these companies were started in a different time under different conditions and now survive based on brand recognition. I agree that dog walking companies don’t need to be “Kate’s dog walking” but when starting out it’s ok to give some indication in what you do. E.g calling your company “wag” or “doghouse” etc
I saved this video but I was not able to find it anymore. I was getting mad. I searched youtube for 7 tips for Logo Design so that I can find your this video. Still, I did not got it even I saw many of the other big youtubers videos. And then finally I found it and I was so satisfied after finding it. You just cannot be beaten by other channels. This was the reason I spent 1 hour to just find this video
0:00 Introduction 0:15 the logo is the face 1:12 keep it flexible 2:12 sketch twenty ideas 4:01 be geometric 4:34 start black & white 5:47 use of negati e space 7:03 the drawing test
Great point about the blur thing. As someone who wears glasses, I''ve been doing that for years now haha (recognizing blurred logos, that is.) And another example: first thing I noticed in this video is that sweet Ibanez in the background haha. Can't read it one bit, but it's clearly an Ibanez. Because they've created such a recognizable brand image.
Here's one of my favourite tests. I call it the "Bathroom Test". When you're taking a shower, and the window or mirror mists up, scrawl your logo on it with your finger. If you can make it out, you've landed on something that works. I did this accidentally once and sorta formalised it as a test. The test also helps to see recall value. How much of the idea can I recall?
Love "good pop" products (frozen treats) but no one was sitting across the table at the design meeting to examine it, probably only viewed it on screen. The logo appears on their popsicle sticks and when you turn it upside-down it reads: dod poob. And that's how we refer to them ever since ;)
I studied game design and multiple arts to help my workflow. Mum wanted me to do a logo for a business she’s working on. I didn’t realise how complicated this shit is until I sat in photoshop for a couple days working on designs
With any design I like to leave it 24hrs and come back and look at it again. The first excitement of coming up with something can cloud my judgement and coming back later I either go 'yeah that does still look good' or 'what was I thinking?'
Drew 6 logos in about 5 mins, then 3 iterations of one I liked most, and the logo caused me to change the business name to something simpler too. NOTE: This is an I laughed business still in the planning stages so these changes are very easy to make right now.
I’d always interpreted the Apple logo as a reference to eve taking a bite of the apple from the tree of knowledge. A kind of enlightenment that links to the story of Isaac Newton and gravity.
Thanks Will, very helpful info mate. I am launching a new brand, and have been working on a suitable logo for the brand for months, whilst already in production just getting the product to market, but i have been procrastinating going full market launch because Im stuck on my logo and branding, its holding me back, and i am losing time. Your information here gives me a litle more confidence and direction in what i should do now.
Hello Craig. Si quieres mostrarte una persona profesional que hace por ti Diseño profesional. Ha ayudado a mucha gente en el mundo y tiene una alta calificación. Cuéntame incluso. Ayuda
I've seen people hating on minimalism in modern art culture saying that everything is dumbed down... When in fact they consume these minimalistic logos every day not even realizing it.
"Take your glasses off and see if you can still recognize it blurry" Me who has perfect vision: *whips off shades* "It looks the same so I must've designed it good"
I could not agree more, the logo should be simple and easy to remember and do not need to be illustrative. But I hope you know that there is a "bite" in the apple of the Apple logo? which represent BYTE as a unit of digital information.
Good points but it mostly works if the client is educated as well in what makes a good logo design. Granted I can educate the client during the presentation process. Just on my experience I feel they are looking for a more complicated logo that isn't easily remembered.
All I can conclude is that not everybody in the comments section watched the video, since they would be unable to type, having had their mind blown on seven occasions. Or perhaps they did as I did and took the precaution of wrapping my head in cellotape before I watched. Rest assured, my mind is still blown into fragments but as long as I keep the cellotape on my head, then I should be OK.