100+ Logos

For the first time in my career I have collated every logo I have designed into one place, this is an on-going project so please check back for regular updates.

When designing logos I always try to adhere to a particular set of rules. These self enforced rules are the same today as they were several years ago when I first started designing identities – but I strongly believe they are the key to creating a simple, memorable logo.

Rule 1: Less is more – some of the most recognisable brands in the world use a simple marque or logo type – for example, think how simple the Nike tick/swoosh is. When I create an identity I want the marque to be recognisable in its own right.

Rule 2: If in doubt – simplify! (see rule 1). Strip away anything that may make the logo look fussy or overly complicated.

Rule 3: For me a good logo should remain timeless. It is all too easy to design to a trend but a logo should have longevity.

Rule 4: Scalability – consider how the logo will look large and small. It is important that it remains legible, even when scaled down small – on a website for example.

Rule 5: If it works in black, it should work in any colour.

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