The best design work, especially with regards to logo design, is the stuff that is simple.

It communicates what it needs to without clutter; it’s memorable; it shrinks down/blows up well. A simple logo is basically vital for today’s cross-platform and cross-social media environment.

That said, creating simple work can be deceptively tricky when fighting the urge to ‘add more’, and it also sometimes requires a degree of experience and confidence to get your client onboard in understanding the value of keeping things simple.

Anyway, I came across a video by designer Aaron Draplin who is not only great at talking about why simplicity is key but also takes you through some of his iterative process of trying out lots of different ideas along the same theme. It’s a great example of how trying out one thing will suddenly lead onto another version, and another version, and another… and before you know it, it’s like you’ve sculpted your final logo out of lots of other abandoned ideas. He’s really enthusiastic about design and I think this sells the process to clients as well as designers.

This iterative process, right down from the crappy initial paper-and-pencil sketches is almost exactly how I approach logo design myself, so it was honestly a joy to watch someone working the same way.

Whether you’re a client or a designer, I hope you enjoy it.

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