Avoiding logo-centric design


The market for logo-centric / logo-only solutions continues to grow. It is evident in the rise of 99Designs, off-the-shelf products and market places. The way isolated logos are treated with such reverence online and rendered to the nth degree. The celebration of grid, guide and golden ratio based precision. And the abundance of logo-only galleries, books and blogs. These all reinforce the idea that a logo is the communicative silver bullet that business owners need to engage their customers.

The reality is that today a logo should really only be one small part of a more generous approach to brand communication, one that in our opinion all designers should aspire to take.

A designer should help their clients to appreciate and embrace the changing brand landscape, more expansive yet cohesive opportunities and the increasing expectations consumers now have. Inexperienced designers should look to more communicative assets and shake any preoccupation with just designing a logo. Even if that means securing a few printed assets, or to help their client with images, language choice, materials or print finishes. If you’re commissioned to design a logo, and that’s all the budget will cover, provide your client with a strategy on how this might be complimented by other experiences and assets in the future.