A Guide to Creative Logo Design

by Saul Edmonds

A logo is an investment in your brand.

"A logo does not sell, it identifies." 
(Paul Rand, designer who developed the first IBM Logo. His clients included Apple CEO Steve Jobs.)

A well designed logo is one of the most effective ways to establish your brand. Your logo should create a positive impact on your audience, and be both memorable and enduring. Invest time in ensuring your logo is well designed. Consider your logo as a succinct visual that communicates your core message in a single graphic.

Logos are everywhere

Ours is the age of the logo. Logos are all pervasive and remind us how heavily products feature in our lives. Use creativity as a tool to stand out in a crowded sea of brand identities. Quality, originality and 'message clarity' are key points to achieve. A logo design must be closely aligned to your brand message.

A logo is communication

An effective logo design begins with a clear understanding of your customers. Design concepts are best defined by your brand.

Carefully consider :

  • who you are (what your brand represents)
  • what you do (your core product or service)
  • who you do it for (your target audience)

It is essential that your logo represents your brand with clarity to your clients and prospects.

Let the creative work begin

Every creative logo design contains an element of inspiration. 

Define the essential brand message and follow with research and creativity. Strive for innovation and individuality while staying true to your brand. Logos should work aesthetically in both colour and black & white. White space; that is the empty space surrounding the logo form; is always important. 

Typography is a central element of every logo design

With the strong use of typographical elements, a logo may consist of the brand name only.

A logo must be legible. A wise rule of thumb is to avoid fonts that are overly 'fashionable' - as trends move forward quickly, your logo may prematurely appear dated. Future proof your logo and refrain from design gimmicks. The best logos are simple, readable and well styled.

A range of logo variations may be developed for use across different media - from signage to web, print, uniforms, clothing, products and billboards. Certain applications restrict design elements and your logo must be adapted as appropriate. Experiment with your logo design at different sizes and in different contexts.

Less is more

A simple statement is usually best. There is strength in simplicity. It is acknowledged that most brands progressively simplify their logos over time. Consider requesting an insignia version of your logo for use in economical spaces. 

A logo that is flexible and can be effectively used across a range of media in a variety of ways, represents genuine value for money.

While a logo is not your brand, it must be 'on brand'.

Choose Roundhouse for Creative Logo Design

Roundhouse has over 20 years creative logo design and brand experience. We are experts at logo development and brand style.

We work closely with you to understand your brand and develop a unique logo design that will resonate with your audience.

View our logo portfolio here.

Do you need a creative logo design?

Talk to Roundhouse. We can help.

Get started with an obligation free consultation.

If you enjoyed this article, you may enjoy the following:

Brand Communications - How to build your brand with the right communications strategy.

Digital Branding - How to adapt your marketing tactics to the online space.


Contact Roundhouse Now! 
Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

Saulke (1).png

Get to know Saul Edmonds & Roundhouse

As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

Saul and his team can help you grow your business and discover new possibilities with :

  • strategic brand design
  • web design & development
  • app design and development 
  • digital marketing 
  • creative engagement 

    Saul Edmonds believes that every project begins with a story. 

    Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

    Find out how Saul can help you turn your ideas into reality.

    Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

    Phone : +617 1300 727 749
    email : us@roundhouse.cc

    • Learn about our web design here.
    • Learn about our app development here.
    • See our brand and logo portfolio here.

    Connect with Saul Edmonds on Linkedin here or Google+ here.
    Connect with Roundhouse on Google+ here.

    Brand Marketing Explosion Infographic

    by Saul Edmonds

    Our Latest Design Infographical adventure - 'Brand Marketing Explosion'

    Contact Roundhouse Now! 
    Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

    Saulke (1).png

    Get to know Saul Edmonds & Roundhouse

    As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

    He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

    Saul and his team can help you grow your business and discover new possibilities with :

    • strategic brand design
    • web design & development
    • app design and development 
    • digital marketing 
    • creative engagement 

      Saul Edmonds believes that every project begins with a story. 

      Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

      Find out how Saul can help you turn your ideas into reality.

      Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

      Phone : +617 1300 727 749
      email : us@roundhouse.cc

      • Learn about our web design here.
      • Learn about our app development here.
      • See our brand and logo portfolio here.

      Connect with Saul Edmonds on Linkedin here or Google+ here.
      Connect with Roundhouse on Google+ here.

      How the Swiss Style Conquered the World by Design

      by Saul Edmonds
      swiss-grid-me-web.jpg

      How the Swiss Style Conquered the World by Design

      or When the Swiss Style Became the International Style

      ‘I haven’t changed my mind about modernism from the first day I ever did it. It means integrity; it means honesty; it means the absence of sentimentality and the absence of nostalgia; it means simplicity; it means clarity. That’s what modernism means to me.’ (Paul Rand)

      The seeds of the Swiss Style of graphic design grew from the Modernists and Constructivists of Europe during the 1920’s. By the 1960’s the Swiss Style had so grown in prominence it was known as The International Style.

      Quite simply, the Swiss Style conquered the world by design.

      • What is the Swiss Style?
      • Function that informs.
      • Progressive.
      • A Modernistic Simplicity.

      It is all about attention to detail, precision, technique and clarity. It comes as no surprise to learn that posters, printing, identity and clean typography lay at the heart of this revolutionary style.

      The Swiss Style seeks to communicate directly with the viewer/ user.

      Observe geometric patterns of shape and line, boldness of colour and text as abstracted form. Usability was the Neue.

      Grid Systems and Whitespaces

      Grid systems provide a logical, mathematical framework for the meaningful display of graphical elements The structural use of the grid is fundamental to the Swiss Style and typography in particular is a key reference.

      Grid = Information = Organization = Communication

      Whitespaces effectively filter and delineate information.

      Maximum impact achieved with minimal design.

      ‘Perfection is not when there is nothing left to add, but when there is nothing left to remove.’ (Antoine de Saint-Exupéry)

      Minimalism + Constructivism

      The foundation of the Swiss Style lay in the De Stijl movement.

      Aesthetic fundamentals or

      Objective Geometry + Purity of Form

      When less is more than simplicity alone.

      Sans-serif typefaces

      A core characteristic of the Swiss Style is the use of sans-serif typefaces such as Akzidenz Grotesk and Neue Haas Grotesk (or Helvetica).

      Typography was a tool of communication - not a tool of expression. Contrasting font sizes for visual impact.

      Type as interface to content.

      ‘The meaning is in the content of the text and not in the typeface.’

      (Gary Hustwit)

      Check out the following references:

      Swiss Graphic Design History

      International Typographic Style


      Contact Roundhouse Now! 
      Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

      Saulke (1).png

      Get to know Saul Edmonds & Roundhouse

      As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

      He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

      Saul and his team can help you grow your business and discover new possibilities with :

      • strategic brand design
      • web design & development
      • app design and development 
      • digital marketing 
      • creative engagement 

        Saul Edmonds believes that every project begins with a story. 

        Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

        Find out how Saul can help you turn your ideas into reality.

        Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

        Phone : +617 1300 727 749
        email : us@roundhouse.cc

        • Learn about our web design here.
        • Learn about our app development here.
        • See our brand and logo portfolio here.

        Connect with Saul Edmonds on Linkedin here or Google+ here.
        Connect with Roundhouse on Google+ here.

        Helpvetica - Can Typography Save the World?

        by Saul Edmonds
        die neue-web.jpg

        Title: “Die Neue’ by G.L

        A Hope in Hel(vetica)

        • To help is to contribute, promote or cause improvement in
        • Make some one/ thing better

        Helvetica : A Modern Story (of Moderism)

        Today Helvetica is an iconic font. Back then it was 1957. Switzerland. Sleek lines and a simple geometric aesthetic informed the design of a new typeface by Max Miedinger and Eduard Hoffmann originally known only as ‘Die Neue Haas Grotesk’. Until a decision was made in 1960 to change the name. Helvetica is Latin for Swiss.

        Thus was a Superfont born

        “With great power there must also come great responsibility.” (Spider-Man August 1962)

        A typeface with a modern attitude

        Out of postwar Europe, Helvetica represented an optimistic new future.

        Here, type would be neutral/ adaptable/ bold/ direct. A culture of mathematics and grid. The ‘New Type’ : a simple yet powerful industrial age vehicle for rigorous objectivity in the dissemination of information and communication. Truth, accuracy, correctness, exactitude.

        Helvetica is all this

        ‘The meaning is in the content of the text and not in the typeface.’ (Wim Crouwel)

        Politics and Hypography

        Historically, typography is a barometer for changing cultural and economic paradigms. Consider Paul Renner (Futura designer) arrested by the Nazis in 1933 - Renner only released after a direct plea to Hitler from Rudolf Hess - / the revolutionary constructivism of Soviet graphic design circa 1922 / the 1996 release of Verdana bundled with Windows OS.

        The influence of the font in the urban environment is all pervasive. The relentless visual repetition of typographic selections / stimuli / semiotics. Perception is the process of perceiving. See it.

        Culture is Language

        Language is embodied in type / hype / hypography

        • Superfont in the Urban Environment
        • Can Helvetica save the world?
        • Do we need it to?

        Helvetica has an aesthetic order that offers a clarity of form to our technologically evolving culture. Although a hallmark of modernist Swiss design, it remains ideologically relevant to our own ‘machine age’. Neutral lines enhance readability and communication. A clear message. That’s a good thing. Simplicity. Also good. Content is King. Yes.

        Is the functional modernity of Helvetica a font for our times? Can our visions for a better future be best expressed with this typeface? Tell us your thoughts.


        Contact Roundhouse Now! 
        Book an obligation free consultation to find out more and learn how to leverage mobile technology to grow your opportunities and business revenue.

        Saulke (1).png

        Get to know Saul Edmonds & Roundhouse

        As Creative Director & Roundhouse Founder Saul Edmonds has over 20 years professional design and digital experience. 

        He is an expert on Brand, Website and App Development. He has worked with clients across all industry groups - including startups, small business, government and entrepreneurs - on projects of all sizes and budgets.

        Saul and his team can help you grow your business and discover new possibilities with :

        • strategic brand design
        • web design & development
        • app design and development 
        • digital marketing 
        • creative engagement 

          Saul Edmonds believes that every project begins with a story. 

          Saul and his team offer a one to one, tailored service - where he works with you closely to develop innovative solutions that will take your business to the next level. 

          Find out how Saul can help you turn your ideas into reality.

          Book an obligation free consultation with Saul Edmonds for ideas and strategies to take your business or project to the next level. Click here to arrange your booking.

          Phone : +617 1300 727 749
          email : us@roundhouse.cc

          • Learn about our web design here.
          • Learn about our app development here.
          • See our brand and logo portfolio here.

          Connect with Saul Edmonds on Linkedin here or Google+ here.
          Connect with Roundhouse on Google+ here.

          by Saul Edmonds