What makes for a great logo? Some believe that being completely literal in the design of a logo works for them. Some believe that louder is better. In my opinion, neither of these is the answer, and it’s more about several factors that help a logo to be great. I believe that a well-built logo needs scalability (ability to be dressed up/down or sized up/down, depending on application), well-weighted composition (imagine the logo on top of a triangle- will it stay balanced or will it tip one way more than the other?), expresses quality of the product or service of that company (companies with great logos tend to exude a higher quality service or product), and (something a lot of people don’t take into consideration is) if a logo holds up well in black and white, or grayscale.

As someone who thinks about the application of a logo or element in all mediums, logos should always be applicable in black and white first, for print, for embroidery, and most importantly, trademarking purposes.

Over the last 16 years, I’ve been asked to create over a couple hundred logos. These are some of my personal favorites. A couple of these were revamps (Baked Dessert Bar and Grill City) while some were completely created from scratch, even down to the illustration or handlettering. It is my hope that in showcasing these logos, one may see the range of logos and design I am capable of, specifically in regards to company and industry types, design trends, stability of a design and if it can stand the test of time, and how each one exudes the quality to be expected from that company or organization.