It all starts with your



Why Invest in a professional Logo Design?

With a well designed logo, your potential clients can instantly discover how your business can serve them.
Your logo is a visual representationof everything your company stands for.

Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business.

A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.
So why not invest a little on a professional logo that is so crucial to your brand image?

I have won close to 100 international
logo design contests


Irving Stone – The Agony and the Ecstacy

My Logo design philosophy

Different Styles of logos


A wordmark consists of the company name in a stylized type and may include small abstract or pictorial elements. Famous examples include:

Web 2.0

Although there is no official description of “Web 2.0” logos, some common elements can include: vibrant colors, subtle 3d feel, bold type, color transitions, and shadows. Famous examples include:

Abstract Mark

Uses abstract shapes and symbols to convey an idea or attribute about the organization. Famous examples include:

Pictorial Mark

A pictorial mark uses literal or representative imagery to symbolize the brand. Famous examples include:


An emblem features the name of the company typically enveloped by a pictorial element or shape. Famous examples include:

Letterform Mark

Typically uses a very small amount of letters (1-2) to represent the organization. Famous examples include:


A Character logo consists of a mascot to represent the brand. Please note that Character illustrations are extremely time intensive for designers, and for the best results the prize should be at least $400-$500. Famous examples include:

Logo Tips

Not sure what makes a good logo here are some good logo tips to help you decide and complete a good brief!

Keep it readable
If people can’t read your logo, it’s useless to have one. This sounds like dumb advice, but it’s easy to get caught up in creating letters or distorting a font until it becomes unreadable. 

Test sizes
Your logo should resize well at any size, whether it’s huge on a truck or tiny on a badge.

Adapt it for dark backgrounds
So you’ve got a wonderful looking dark logo, but now your client want to get it on his black car. It’s usually not too hard to adapt it, but you’ll look more professional if you already got that case figured out.

Logos must be designed in vector format
Logos that are designed in pixel format in a programme like photoshop lack the ability to resize without pixelating. Logos must be designed as vector art in a programme like Adobe illustrator and saved in a format that remains vector like pdf, eps files once converted to jpg they once again become pixel art and can not be scaled

Don’t use more than 2 fonts at a time
There are many nice fonts out there and we would all love to use as many as we can. Unfortunately using too many fonts will most of the time result in a loss of coherence. Using two different fonts can be good to create a contrast, catching the eye.

Don’t include photos in your logo
Well… this one goes along with the first tip. First, photos are not vectors. Photos also don’t scale, have no branding value and are hard to adapt for any use. 

Look at it upside-down
Looking at your logo (or any printed design ) upsiide-down will get the meaning out of the way and give you a new look at the design’s balance and white spaces. Try it!

Don’t follow trends
It’s often hard to escape trends, especially if you’re passionate and love to look at inspiring logos on design sites. Your logo has to work on the long run. A logo doesn’t always need to say what a company does.

Favicon.ico Element
Make sure your logo has some part of it that can be turned into a favicon That tiny little logo that goes next to your url on the top bar of a website.

Match the Site Theme
Your logo should always be in synch with the theme of your website so they look made for each other. This may require you to redesign your website template but should never be done the other way around (designing logo around template).

Disconnecting icons and text.
If your corporate identity is to feature both an iconic logo and a textual treatment of your company name, it’s best to have the elements as distinct pieces of artwork (as opposed to overlapping, intertwining, etc). This way, you’ll be able to use either the text or icon solo, and the logo will still stand up.

Strive to be ‘different’.
You’d be surprised how many clients have asked that we design logos that are very similar to their competitors. Kinds misses the point, no? The idea of your own logo is just that – your own logo. While it can be helpful to look at logos that your competitors are using (or even people in the same industry), this should never be used as a guide to creating your logo. The idea here is to be different than your competitors. To stand out in a cluttered marketplace. To have a logo that’s better than theirs or, at the very least  – different.

Keep your logo ‘metaphor light’.
While it’s nice for your logo to actually ‘mean’ something (i.e. – this color represents growth, this dot represents our product) sometimes clients wish to write ‘War-and-Peace’ with their logo’s metaphors. An overworked logo is not a pretty sight. The most memorable logos are also the most simple. Dozens of swooshes, dots and colors – all professing to ‘mean’ something will not mean anything to the first time viewer even though it might be a ‘cool’ back story to tell.

Aspect Ratios.
The aspect ratio (the relationship between the height and width of a logo) is critical. A logo that is too tall and skinny, or too wide and short, is not visually pleasing, and you’ll end up with all sorts of layout issues when it comes to setting up your logo in artwork, especially when combined with other graphic elements (ie: business card, websites, etc). A logo that is closer to a ‘golden mean’ (almost the aspect relationship of a business card) is much more pleasing and more adaptable to working in other artwork. Square is pretty cool too – circle logos are very strong visually due to their ‘square aspect ratio’ (see her for more on logo aspect ratios & logo footprints).

Keep it Simple!
These are probably the best words of advice, and it ties into almost all of our upcoming tips. A complicated logo will not only make your logo difficult to reproduce and maintain, but you will also fail to engage your audience. The logo is the ultimate ‘elevator’ pitch to your potential clients and business partners. You don’t have time to recite your entire business plan in an elevator pitch, and the same concept applies to corporate logo design.

Keep it Busy!
yes contradictory advice, simple in most cases is the best approach but sometimes there is need for a more complex illustrative logo design.

Keep it appropriate
Versatility Pays Dividends
One of the most important attributes of a good logo design is versatility. You want to portray a consistent image across all of your marketing materials, including signs, letterhead, business cards, products lines, and web sites. Often times, a complicated logo design will work fine on a website or billboard, but when you shrink it down to fit on a pen or coffee cup, the illustration or lettering will become illegible. Your logo should also work well in black and white. Designing for a lawyer? Ditch the fun approach. Designing for a kid’s TV show? Nothing too serious. I could go on, but you get the picture.