Logo Design Love

David Airey

Logo Design Love



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Every company must have a recognisable brand identity, which allows it to stand out from the mass of brands that surround us at all times of the day, each of them vying for our attention. Logo Design Love is a design manual which explains the entire process leading to the creation of an iconic and memorable logo. Its author, David Airey, takes us on a discovery of the fascinating and complex world of logo design, revealing what lies behind the scenes of a project dedicated to the creation of a brand's identity. Through a multitude of stories, sketches, and examples, Logo Design Love helps us to understand the main parts which go to make up the whole branding process, thereby highlighting how the profession of a designer is in fact much more a question of method, curiosity and motivation, than a single-minded search for purely creative inspiration.

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Analysis and key concepts


Creating a specific brand identity is essential if a brand wants to stand out from the crowd


We buy a product based on the value it communicates to us and branding serves to increase that perceived value


An iconic design is simple, easy to remember, consistent and long-lasting


In the process of creating a logo you have to start on the right foot and establish the basis for building a positive relationship with the customer


Beware of the risks of rebranding: changing your image is not enough to guarantee success


Prices are established based on the customer and the type of project, you should always ask for a deposit and, if you want to work for free, you can help a non-profit association


The two fundamental tools for designing a logo are mind maps and sketches, and they are done strictly with pen and paper.


A good designer must be able to communicate with customers; even if it is not taught at university, this is a skill that can be learned on the job


The most difficult thing is not to find inspiration, but to stay motivated




Take-home message

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Many useful tips to:

  • Find out about how the practical process of logo creation really works.
  • Appreciate the importance of good communication and negotiation skills, even for professional creatives.
  • Understand that for a graphic designer, having a method to follow is much more important than looking for inspiration.
  • Help those who wish to continue improving their skills as a graphic designer.

David Airey is an independent graphic designer who helps companies to build their brand identity. He has been working at an international level in this capacity since 2005; in 2008 he launched Logo Design Love, a website on which he shares ideas, thoughts and projects for the creation of a brand identity, which have since been published in a book. He has a graphic studio in Northern Ireland and is the author of the book Identity Designed (as well as the website of the same name).

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