Religion
Yes
Create the perfect logo every time
with this johnson banks flowchart
OK, well be
prepared to
defend
it
No
No
Do you
care?
Time to
double-check,
I think
No
Does the
client, your
peers, your mum
and anyone
else important
admire it?
Yes
That’s great.
Be happy
Are you
sure that just
a logo is
all that’s
required?
What
doyou
mean?
No
No
OK. Are you
sure?
No
Does the
work reflect the
overall project
and ‘fit’ with
what’s planned?
Yes
Good.
Tick.
Yes
Did you design it?
But
Straightforward
can sometimes
equal dull, too
Yes
Good.
Before you
go much further,
it might be an idea to
start doing some
trademark
checks
No
Oh, sorry.
Make sure
you’re not infringingon anyone’s copyright
– could get
messy later
No
No
Yes
Were you
briefed to do
something that
looked like
something
else?
Mmm
Er, so how come
it’s not unique?
C’mon, time to
pull your finger
out...
Yes
Is it based on a piece
of type (a logotype)?
No
Yes
What
do you
mean?
Wow.
That was said
with some
certainty. You’re
sure it won’t go
out ofdate?
Has it
been done
in a style which
is very ‘now’
(and will look
very ‘then’)?
OK. I like
that. Your mind’s
made up
Not sure
Well, ask other
people. Take advice.
Read some books. Look
at some design classics
and think a bit
harder...
Experiment more
with how the pieces
match together.
You’ll get there
No
This bit is tricky –
sometimes getting a
great‘lock-up’ can take
longer than you think
Yes
No
Will it animate well?
No
Is it a combination of
a word and a symbol?
Are the colours
appropriate?
No
Time to
experiment a bit
more then
Was
that on
purpose?
No
Does it work in
black and white?
Does it work at different
scales and sizes?
Yes
Yes
No
Is it an
interesting/
unusual
lock-up?
Yes
Yes
Doesit
matter? Does
it need to last
at least five
years?
Yes
Well you
might need to
think harder
about this
then
Do the
two elements
balance well
together?
Is it a just a symbol?
Is it time-proof?
Are you
sure? Have
you checked
in hundreds
of books and
the web?
See, you wondering
now, aren’t you?
Yes
Is it unique?
Yes
No
You need to.
Quick. Show itto
people with long
memories and
grey hair
Is it so
wrong, it’s
right?
GrEAt
loGo?
Is it clever?
Yes
No
That’s fine –
straightforward
can be good
No
START HERE!
Does
it need
to be?
No
Yes
Yes
Good work.
Go to the top of
the class
You might need
to see what it looks
like with type
nearby
Will a symbol
work to explain/
suggest what
theclient does?
Is it part of a larger
branding/identity project?
Yes
Is it too
clever?
Well, time
to try harder,
don’tcha
think?
Is the
typeface
appropriate?
Yes
That’s fine
then
No
Er, good
point
Yes
Yes
Well you
might need to
do something
about
that
Can you
read it?
OK, double wrong
just means it’s
doubly wrong.
Sorry
No
Yes
No
Er,why not?
Good – it’s useful to
strike a good balance
between ‘smart’ and
‘smart-arse’
So, is
it a great
logo?
Fair enough
– a gamble but
it might just
pay off
Who’s
to say?
But...
Remember, even
the most famous ones
(eg. Shell and the Nike
tick) started with their
name attached
No
Yes
Unreadable
logos are a tough
sell, generally
A readable
logotype isa
good start
Well, perhaps
it’s time to ring
and tell them
Yes
OK, just
asking. It’s just
useful to think
a bit wider
Well,
have you/the
client worked on
the mission, vision
and values, and
then developed
a brief?
OK. Well this hasn’t
been very strategic,
has it?
No
Yes
What
do you
mean?
Yes
Dunno
Sort of
Maybe
Have you
cross-checked...
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