Designing a logo is one of the most exciting and deceptively complex parts of building a brand. It’s the cornerstone of visual identity — a small piece of design that needs to say a lot, often at a glance. And today, it has to work harder than ever. A logo must function across digital platforms, adapt to fast-moving content, and remain recognisable in everything from an app icon to the side of a building.

This article isn’t about the perfect formula — because logo design is rarely that neat. It’s about the approach I take, what I look for, and the opportunities that come with every brief. Whether it’s building a new identity from scratch or evolving something that already exists, good logo design starts with purpose.

Start with understanding, not sketching

Before I even begin sketching ideas, I spend time getting to know the brand. That might sound obvious, but it’s often rushed. What does the business stand for? Who are they trying to connect with? What needs to be felt, not just seen?

This process helps me strip back to the essentials. A tech brand might want to communicate speed, innovation, and clarity. A craft-focused company might need warmth, texture, or heritage. Whether it leads to a bold concept or something more minimal, it always starts with listening.What is Art Direction?

Simplicity isn’t boring — it’s essential

In an age where attention spans are short and digital spaces are crowded, simplicity isn’t a design trend — it’s a design requirement. But that doesn’t mean playing it safe. It means being intentional. Every element of the logo should be doing something useful.

Can it scale from a favicon to a billboard? Does it hold its shape in one colour? Will it still make sense on a screen the size of a thumbnail? These aren’t the glamorous questions, but they’re the ones that make a logo work in the real world.

Use colour and type with purpose

Colour is often the first thing someone notices. It sets the tone, hints at personality, and supports how the brand feels. I choose colour with intention — not based on trends, but on meaning. Blues often feel trustworthy, reds bring energy, greens can suggest growth and sustainability. There’s psychology at play, and knowing how to use it well can make a big difference.

Typography is just as crucial — maybe even the most important part of a logo, in my opinion. A typeface says a thousand words before anyone’s even read a single one. It’s more than form; it’s emotion, tone, and personality. The right type choice can elevate a brand, anchoring it in confidence, elegance, or energy. The wrong typeface, however, can completely derail the message — even if everything else in the logo is working perfectly.

This is where a lot of logos go wrong. A generic, off-the-shelf font might feel like a shortcut, but it rarely captures what makes a brand distinctive. I look for type that communicates. It should have character — not just style — and should reflect the core traits of the brand. Is it bold or understated? Playful or technical? Reliable or rebellious?

Sometimes, the best solution is subtle customisation — adjusting spacing, reshaping characters, or tweaking proportions to create something unique but still refined. A small change in the curve of an ‘R’ or the angle of a terminal can shift the whole feel of a logo. These aren’t flashy changes, but they’re deliberate. And they often make the difference between “looks good” and “feels right.”

Because in logo design, typography doesn’t just support the identity — it is the identity.

Not every project is a reinvention — and that’s okay

Here’s something that doesn’t get said enough: not every logo project needs to be revolutionary. Sometimes, especially when working with bigger brands, the job is about evolution, not reinvention. There might already be a strong brand system in place. There are often limitations, rules, or heritage to respect — and those things don’t hold creativity back, they focus it.

Good design understands context. Whether you’re building from a blank page or working within a set of brand guidelines, the aim is the same: make something that works, holds meaning, and feels right.

Design for the whole brand, not just the logo

A logo can’t live in isolation. It has to work as part of a broader identity — with the rest of the visual system, tone of voice, photography, motion, digital experience, and everything else.

That’s why I always think beyond the logo. Will it sit well in a header? Does it balance with iconography? Can it be animated subtly? This kind of thinking creates consistency, but also confidence — both for the brand and for the people who use it every day.

Look for opportunities in every brief

Logo design is rarely just about visuals. It’s an opportunity to bring a brand together — to create alignment, define tone, and set a direction for everything else to follow. It’s a chance to give a business a symbol they’re proud of, something that helps them feel more confident about who they are and where they’re going.

Some logos will be quiet and considered. Others will be expressive and bold. But if the work is thoughtful, purposeful and rooted in the brand, it has the power to make a lasting impact.

So whether you’re designing a logo, commissioning one, or revisiting your brand, the question isn’t just what it looks like — it’s what it does. Because at the end of the day, a good logo isn’t just clever design. It’s smart thinking, clearly communicated.