The task at hand was to create a new logo for a prospective client. The Logo Jam, as Michael calls it, is a race of sorts to see who can create a logo in roughly 30 minutes. There are a few things to take into consideration when designing a logo. For starters, there are a couple of different kinds of logos. There are font-based logos which emphasize type. Brands like Sony, Google, and YouTube all use font-based logos. Abstract graphic logos showcase a symbol or single image that is linked to a brand. Nike’s swoosh logo is the most popular type of abstract graphic logo. A logo is someone’s first impression of a company. The abstract graphic logo really only works after someone becomes familiar with your brand since there is no text or description. It takes a lot of time and money to build the association between your brand and an abstract graphic logo.

Other quick things to think about when making a logo are logos of competitors in your industry, the message you are trying to convey, and functionality.  You obviously need a logo that sets you apart and makes you memorable. Does your design show that you are a serious brand? Can your logo be used on a business card, billboard, or promotional materials? Check out this infographic we did a while back about fonts & colors that drive the world’s leading brands.

Back to the Logo Jam. Given no prior introduction to the company but a URL link and a color palette, the team set off to create a logo. Below are the products of frantic clicks and the application of years of schooling. It’s interesting to see that all but one logo followed the same font-based format. All logos chose to use a Canadian maple leaf because of the client’s existing logo. Which logo best represents the client? Any suggestions or critiques to offer on any of the designs?