Explore inspiration to help fuel your logo ideas.

Tips for improving your logo designs.

When starting a logo, Presler suggests expanding on a single idea. “I’ll see how many different ways and how simply I can draw a rabbit head, for example,” he says. “I’ll keep iterating on the core idea and then identify which of those is more successful.”

Todd does his early sketches digitally. “I open up Adobe Illustrator and start typing things out and chopping letters up and moving things around — it’s more like sculpture than drawing,” he says. 

One of his favorite methods for refining a logo concept is to bend, shape, and distort text with curvature tools. With a Bézier curve, designers can make clean arcs based around fixed points. “It opens up a whole new avenue for typefaces and logo design,” he says.

Learn the basics of creating curves.

Find out how to make curves with lines, type, or images using Illustrator’s curvature tools.

Todd also emphasizes that knowing your tools is crucial to creating good logos. He has spent more than a decade honing his Illustrator skills. “Familiarize yourself with your tools like you’re a carpenter,” he says, and suggests that designers take the time to experiment with the full complement of tools in Illustrator.

Get started with Illustrator’s tools.

Improve your understanding of Illustrator’s toolset to help you on your logo creation journey.

He also noted that while there are no hard-and-fast rules in design, new designers should take time to learn the ropes. “You need a good base in the fundamentals before you start trying to break rules,” says Todd.

Considering logo details and legibility.

It’s a logo’s job to be recognizable in an instant. Legibility is key, so be wary of overdesigning. “Show it to people who aren’t designers,” Presler says. “Show it to your mom, your dad, or your neighbor. Something might look cool, but if no one can read what it says, you need to rethink your approach.”

“Show it to people who aren’t designers. Show it to your mom, your dad, or your neighbor. Something might look cool, but if no one can read what it says, you need to rethink your approach.”

Logos usually shouldn’t look like coats of arms, government seals, or archaic devices. There’s a good reason why Cadillac’s logo went from looking like an ornate coat of arms to a more stylized striped shield: a crest with a bunch of indecipherable bits makes you squint to find details. A logo where those details have been simplified to their essence more directly conveys a sense of brand identity.

Simplicity is difficult. Alyssa Newman, who is also a digital painter, acknowledges that for artists and designers who thrive on detail, it can be very hard to stick with simple design elements. “I ask, ‘How can I convey this badge or icon or logo effectively through really basic shapes?’” The artistry in beautiful logo creation is found where simplicity and creativity meet.

How vectors make scaling easy.

Logos have to look good when scaled up, scaled down, or reproduced on a variety of surfaces like business cards, letterhead, company cars. They need to work in color, black and white, and gray scale. Vectors are a helpful tool for scaling to meet these different needs.

“Instead of a fixed number of pixels, vectors are based on points on a grid,” Todd explains. “This makes them infinitely scalable, and a vector file will look the same whether it’s printed on business cards or a billboard. It’s a great way for logo designers to avoid resolution issues and make a company logo more adaptable.”

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.