The Logo Smith - Freelance Logo Designer For Hire

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December 22, 2010

An identity is not so much what a client does…

It’s common for people to ask ‘So, what do you do‘ as an opener in conversation, opposed to ‘who are you‘. Same with a project brief for a logo or identity design.

People believe that asking ‘what we do‘ defines who we/you are and once an answer is given, we are labeled accordingly. The mass stereotype begins.

Society often steers definition away from the self to the collective.…

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November 25, 2010

Random Logomarks – Does a logo have to be obvious?


Not all logo marks appear to have a meaning, they look random and abstract. Many large brands appear, at least on the surface, to have an identity that seems devoid of any real connection.

I find coming up with random marks pretty tricky, when a client has suggested I use my artistic licence, I actually end up crawling to a complete stop. Devoid of direction and inspiration.…

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November 8, 2010

Logo Process – Brokers Direct Insurance Logo Design


This logo process post is for the Brokers Direct identity design. An online insurance company, offering quick, friendly and low cost insurance for landlords, tenants, vacant property, homeowners, students, commercial properties.

The main benefit is that Brokers Direct cut out the middle man and remove the frustration of dealing with other, more overwhelming online companies. They were one of the first companies to cover people over the internet.…

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October 25, 2010

A Passionately Detailed Logo Design Brief

If you’re stuck trying to make sense of a clients brief or explanation of what they do, try simplifying the task and start again.

I will read the online form that potential clients take the time to fill yet all too often feel I am reading an obituary rather than a colourful and useful introduction to their business.

Not everyone finds it easy to verbalise such things or even consider that this business has potential to be a strong personality with a dynamic heart and soul.…

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