Tips and Tricks in Logo Design and tagline

Abdulla Shajeeu

Id: I14005259

Tips and tricks in designing new logo and tagline


Logo designs and taglines are all around us. In everything we do, whether it is eating out, taking a train, or buying a sunglass, logo and taglines have a part in it. In a time where branding is of utter most importance to business, financial and even social and personnel needs, logos and Taglines help make companies, organizations and people stand out from the rest. They are the symbols that represent that particular corporation; to the general public, they serve the purpose as an instant recognition symbol of a company, product or service. Just upon seeing a logo or hearing a tagline, people are reminded of that company or product. Used effectively, logos and designs are a powerful tool on the hands of the corporation. Every single successful company in the world has their own unique logo and tagline. And companies and products use their logos and taglines in marketing and advertising.

While there are now exists a virtually countless amount of successful logos and taglines, it is the task of the designer to develop a logo and tagline that encapsulates their client’s ideologies, at the same time create something that is unique, different and memorable. This is easier said than done, creating something unique and different, in a sea full of hundreds of thousands of logos and taglines. It takes real creativity and ingenuity to develop a logo and tagline that is truly unique.

(tips, 2014)


Logo Design

Arguably one of the most important aspects of graphic design, a great logo design is crucial for any corporation. The logo is the first thing that will catch the eye of any potential customer or the general public. Designing a logo that is different and unique is necessary to leave a memorable and lasting impression of the corporation. It is the important first step to create a brand name that is recognizable and relatable. One can say that Logo design is about visual communicating: that is, using an image or graphical aspects to convey a message or represent a corporation. It’s all about creating an appealing personality through visual identity. (, 2014)


(Jabob Cass, 2009)


Creating a good logo for a corporation is hard work and requires a creative mind. Here, a look is given to tips and tricks in designing a logo.

An effective logo is unique and used to identify the corporation. To do so, it must follow the basic principles of logo designs, which are:


Simple in Design: a logo must be as simple as possible. Many of the most famous, world recognized logos are simple in form. They use few fonts, few colors, keeping the design so simple it can be hand drawn. This allows it to be easily identifiable and versatile. These logos are unique and different without being over drawn.


The Apple logo is a good example, just featuring an apple with a bite taken out of it. It doesn’t use many colors or any text.
(, 2011)


Memorable Design: along with being simple, one of the key aspects of a good logo is that it should be memorable. A simple design, coupled with unique and different elements make a logo memorable. An effective logo is one that will be in the minds of the person who sees it for a long time, and is instantly recognizable upon seeing it again.


The Starbucks design is a good example, with its round design and green color making it memorable and easy to spot.


Enduring (timeless) Design: any good logo should be able to stand the test of time: that is, it should be designed so that it is as relevant and engaging in 20 or 50 years from now as it is today. A good logo should be designed not only for today, but also to the future: it should be “future proof”.


(, 2011)

Of course the best example of a timeless design is that of Coca cola. More then a century has passed and yet the design has haven’t changed much.


Versatile Design: all corporate logos that are designed today are required to be versatile. As many logos nowadays are used across different mediums, it should be able to be applied on different mediums and applications.


The Puma logo is one of the most versatile logos, fitting into different settings and layouts while still keeping its original design intact.


Appropriate Design: how the logo is positioned should be appropriate to its intended purpose. While designing a logo for a toy store using playful fonts and bright color schemes can be appropriate, this would be not so appropriate when designing a logo for a law firm.

The Red bull logo, with its two bulls and red color fonts, is an appropriate logo design for an energy drink.


(, 2011)


The above stated 5 principles act as an important guide in designing a logo. But there are other techniques and steps to consider when designing a logo. Here, a look is given to those.


Learning from others

One of the best ways to design a successful logo is to learn from others work. Look at how other successful logos were developed. Analyze the colors, how the positive and negative space was used, the typography and other elements that were used to create that logo. By looking at how a logo have become successful, and by understanding why it has become successful, a designer can get the inspiration he or she needs to create their own unique logo. Keep in mind; getting an inspiration from another work and copying isn’t the same thing.

Avoiding the clichés

Using a “globe” to represent international, “light bulb” for ideas and “red text” to represent hot; these are the most common and first things to come into mind when thinking of designing a logo about these topics and why these should be avoided. As a logo is supposed to be unique and different, avoiding the same ideas that other logos use is the best method.


Researching your audience

Doing research and finding out about the company’s target audience before doing any designing seems a logical thing to do. A logo is used to “communicate” with the audience, and to do so first its important to understand who that audience is. The way a logo is designed for a toy company with children as their primary audience will be different from designing for a law firm with adults as their primary audience.


Understanding the brand

Before doing any designing, its critical that a designer understand the brand he or she is developing for. Understanding what the corporation is about and their demographic is important, as it will act as a guide in developing the logo. If they previously had other logo designs, analyzing these can provide useful information on what to avoid or what to include.


Keep every sketch

For every logo design, a designer wont be creating just one sketch and going with that. The designer will have different sketches, developed from different ideas. It’s important that all these sketches are kept and not thrown away. A sketch you might have discarded earlier may become relevant later; or you might want to incorporate a part of an earlier sketch into a new one. Even a sketch you have done for another client just maybe the right one for this one, with a little tweaking.


Doing online research

As there are almost limitless resources available online about designing, it’s a good idea to look up some for ideas and inspiration. Doing online research can easily make you understand why some logos are successful and why others fail. It can also give you the general idea on how to design for a particular type of corporation and how to target a particular audience.


Sketch out your design

After you have got a solid understanding of the corporation, their target audience and the message that has to be communicated, sketch out your initial design, preferably using pencil and paper. Doing so by hand before moving onto computers is a much more faster way and enables the designer to be experimental. Your initial sketch doesn’t have to be perfect, as long as you understand it.


Using the positive and negative space

Positive and negative space plays an important role in the composition of a logo. For a logo design to be successful, it is very important that the designer fully utilizes both the positive and negative space. Depending on your design, it may require utilising more positive space, or more negative space, or evenly balancing both. Many logos utilize the positive and negative space in creative ways.


Hidden messages

Nowadays, a very popular thing to do when designing is to include a “hidden message” in the logo design. Literally hidden inside the actual design, it usually has a story behind it or a message. This keep the audience interested and engaged, further promoting the logo and the corporation.


Aspect ratios

The aspect ratio (the relationship between height and width) is very importanrt when designing a logo. A logo that is wide and short or a logo that is too thin and tall wont be pleasing to the eyes. Logos that are close to the “golden mean” or in the shape of sqaures or circles are much more visually pleasing.

(tips, 2014)


Tagline design

A tagline is a slogan that defines what a company or product is in as few words as possible. It’s a succinct phrase that goes along with a logo. The main task of a tagline is to communicate the message a corporation wants to give to its target audience. Along with logos, taglines help companies and products create a brand. Taglines are created to be memorable and catchy, to remain in the minds of one who sees or hears it for a long time. Some successful taglines out live their logos, as they become commonly used. Companies use their tagline in all advertisements and marketing to sink it into the minds of the people, so that they think about the company when they hear or see it. Creating s good tagline is a complex work that requires skill. Here, a look is given at tips and tricks in developing a tagline.


Keeping it simple

There are many taglines that are saying too much, in an attempt to portray the message the corporation desires. Keeping taglines as short as possible is the best way to go most of the time. The trick is to effectively communicate what the corporation does in two to five words.

Telling a story

The primary goal of the tagline is to tell the audience what the company or product is about. A tagline should tell a story, a story about that company or product. It should tell why it is important, what makes it special and stand out and why the audience should opt for it instead of others.


Communicate with clarity

As a tagline is mostly about communicating a message from the corporation to the audience, the message that is being send should be clear. When a person sees a tagline, he or she should immediately understand what that message is. A tagline should make clear what that product or service is offering from seeing the tagline.



It may be the safe way to go and create a tagline that is bland, but usually this is a big mistake. While it may not offend anyone, this certainly won’t attract or inspire anyone too. If your tagline can be labeled as generic and safe, then so can be your company or product. Exciting the target audience is crucial when creating a tagline.


A technique that many corporations opt for is to use a word or words that empower their target audience. Keeping in mind that a tagline is targeted at the audience and not the company, a tagline should tell how it benefits the customers life and how it helps, or makes a difference.


Connect with the audience

A tagline should be used to connect with the audience. Be surprising, attention grabbing and creative. And also importantly, be authentic and unique. Using different techniques, the goal is to connect with the audience.



Taglines should be cute, short and memorable and it should be roll off the tongue easy to say. If you can get that one catchy line, you are golden. A good tagline will leave an imprint on the one who sees or hear it.



When creating a tagline, put extra focus on the features, services or key values that makes the company or product stand apart from the rest. Zero in on where you are different. This enables the customer to distinguish between yours and others.


Make it memorable

Taglines are aimed at to be memorable. To do so, use rhythms, rhyming or alliterations to create a tagline that is unique and easy to say, as well as easy to remember. An unexpected twist in a common phrase is one method that’s used.


Integrate into logo design

Taglines and logos go together. Both are part of the company or product branding process. Thus, the tagline should be part of the logo, supporting it.

Make it only yours

If it’s possible, make a tagline that can only be applicable to that particular company or product. This way, it is instantly unique and easy to remember. If the designer were creating for a regional company, incorporating a city name or regional word would do the trick.

(, 2014)


Samples studied / supporting materials


Logo of the Hope for African Children Initiative



What I like about this logo is its use of the positive and negative space. At first glance, it seems to be a map of the African continent. But when you look at it closer, you can see a woman and child facing each other. As the NGO is about raising awareness about and helping fight HIV/AIDS in Africa, particularly children, I think this logo very clearly captures that. I believe that the colors used are also in reflection of Africa. This logo gives off a very strong graphical impact to anyone who sees it. Seeing a mother and a child on separate sides of a continent gives a very strong message.


Adidas logo

adidas                     ad1


I find the Adidas logo to be simple in design and concept. It only has one color and is easy to recreate. While Adidas use different versions of their logo, they all stay true to the original, all featuring the three stripes.

The three stripes are aligned so that they form the shape of a mountain, and stands for the obstacles people need to overcome. It suits well for a sport brand.


The Nike logo

nike-logo-300x183   n1


To me, the Nike logo “swoosh” is the best logo around. It is one of the simplest logos you could find, just one graphic and one color. Almost anyone, even a child, could recreate it in no time. The logo is a checkmark, sending the message of positivity. The name “swoosh” is of the material used to create Nike shoes. And along with the fact that the name Nike is taken from the Greek goddess of victory Nike, this logo is perfect for a sport company. The logo is very versatile as it is used on shoes and cloths to accessories. Because of its simple design, even if its shrunk or enlarged, it doesn’t distort the logo. And the logo is used in different colors in different products. The logos simplicity in design, and its ability of flexibility both in size and color, is very impressive to me.




MasterCard- there are some things money can’t buy, for everything else there’s MasterCard.



I believe the tagline of MasterCard is brilliant. First of all, it’s a twist on a popular phrase “there are things money cant buy”. Adding the other part “for everything else there’s MasterCard” is truly creative. And also, this tagline implies that the MasterCard is the master of all payments; that it can be used to pay for anything. Simple and powerful, it appeals to all types of customers, rather then targeting one.


L’Oreal- because you are worth it.


The cosmetic brand L’Oreal’s tagline, “Because you are worth it” is another brilliant tagline. It empowers people, telling people they deserve to treat themselves. I feel the tagline is all about its customers, making a strong connection. Its feels like the tagline is giving that person a compliment. It focuses mainly on women, encouraging them to be beautiful and confident.


De beers- a diamond is forever



The jewelry company Da beers “A diamond is Forever” tagline is one of the best for me. The words used are perfect to reflect the high-end nature of the company and its products. And it’s used as a metaphor for everlasting love; what else to better represent something ever lasting then a diamond? It’s a clever and creative use of words. And the message it gives to its customers is brilliant too, that buying a Da beer diamond will cement their relationship forever.


Personal reflection / New Ideas to be contributed to the group assignment

What I have learned from researching on this assignment is that first and foremost, creating a logo and tagline is no easy task. There are many rules to follow like getting the right color combination when designing a logo, or getting the correct message across when creating a tagline. Both take creativity and professionalism.

As for doing our group assignment, I believe I have learned some valuable lessons. The most important thing I think I have learned so far is to be simple. Simple that is, but not bland. Many of the most famous logos and taglines are very simple in their design where logos are concerned, or simple in words where taglines are concerned. For our Eye-Care Campaign, as it is about raising awareness, I believe a simple logo that people can connect to is important. It has to be something people will take note of, so I’m thinking of using bright colors. Also, since we are gong to create different forms of advertisement, the logo should be versatile. And although it’s not necessary to include an actual “Eye” in our logo design just because it’s an eye–care campaign, I believe since this is about raising awareness, we probably should use an “Eye” in our design. As for the tagline, one of the important thing I have learned is to have something that is “catchy”. Maybe something that rhymes, or have a nice ring to it. It should be something that can be said easily, and importantly memorable too. The tagline should support the logo.



Logos and taglines are an important part of any business now. So it’s no surprise now that companies are spending thousands of dollars to develop them. It is crucial that every business have their own unique logo and tagline as it makes them stand apart from the competition. It should represent the company or product seamlessly. Both of these should be used to connect with their audience, or customers. It should be created such that when a customer sees a logo or tagline, the company, its product and services are reminded to that customer. Logos and taglines should above all, be memorable. All these tasks fall into the hands of the designer. The designer is responsible for making the ideas the company has into a design, and taking the message the company wants to give and change it into a tagline. The designer should be aware of the does and don’ts when developing both. He should know the basics, the fundamentals of design. He should know the tips and tricks of designing.



References, (2011). Apple Logo [Apple Computer] Vector EPS Free Download, Logo, Icons, Brand Emblems. [online picture] Available at: [Accessed 17 Sep. 2014]., (2014). [online] Available at: [Accessed 25 Sep. 2014].

Jacob Cass, JUST™ Creative, (2009). What makes a good logo? | JUST™ Creative. [online] Available at: [Accessed 17 Sep. 2014]., (2014). What is logo design? from the Course Foundations of Logo Design. [online] Available at: [Accessed 20 Sep. 2014].

tips, L. (2014). Logo design: 60 pro tips | Logo design | Creative Bloq. [online] Available at: [Accessed 20 Sep. 2014].


One response to “ Tips and Tricks in Logo Design and tagline ”

  1. ftleow says:

    Shajeeu, my comments are:
    – good to read many key sub-topics in this write-up, but lack of detailed info to describe the meaning
    – the supporting materials are appropriate in explaining the details
    – able to blend the personal opinion in describing some of the sample photos, but should have more elaboration on your proposed ideas
    – please add the caption and figure number to all figures
    – please use 3rd person writing style
    – incorrect placement for citation
    – Should have more reference as the background study in this write-up

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