Exploring iconic logos.
Clients usually want eye-catching, unique logos that set them apart from the crowd. To achieve that, Todd advises against simply following logo design trends, and cautions against some fonts that have been overexposed. “Futura, Helvetica, or Gotham are nice fonts, but you see them everywhere,” he says. “The last thing you want is to have a logo that looks like something you’ve already seen.”
To avoid repetition and help a client stand out, don’t be afraid to be unconventional. A creative logo can be just what a client needs. “Everything has been done before,” says Newman. “When it comes down to a minimalist logo or icon, you also want to keep it as authentic as possible. So don’t be afraid to get a little weird with it.”
However, don’t pressure yourself to make the next instantly recognizable brand icon, either. The Nike swoosh, the Apple logo, and the Amazon smile — great examples for logo design inspiration — all evoke a very specific feeling. However, they do so only because they’ve earned their iconic status over the years by being smart design that hasn’t needed to be replaced as styles change.
A logo may or may not become iconic. That’s out of the designer’s control. What is in your control is legibility and usability. To get started on making a great logo, check out Adobe’s logo design tool.