5 Tried and True Design Units for Brand Designers

5 Tried and True Design Devices for Logo Designers

5 Proven design devices for logo designers

Thanks to Bill Gardner and LogoLounge and judges Aaron Draplin (Draplin Design Co.), Von Glitschka (Glitschka Studios), Su Mathews Hale (Lippincott), Andreas Karl (Karl Design), Chad Michael (Chad Michael Studio), Emily Oberman ( Pentagram), Yo Santosa (Ferroconcrete) Felix Sockwell, Alex Tass and Alex Trochut for all their insights and opinions on the trends and insights of logo design that have proven themselves and are now influencing design in a new way.

coat of arms

When used properly, crests can convey a sense of tradition, whether the brand has a long history or not, and they combine a variety of design elements to create a coherent appearance. "I like them because they are complex, but still easy to read and record," says Glitschka. "There were a handful of them in my top-rated logos."

Draplin adds, "I liked it when I put some things in crests that I saw. But of course these work best if you can read everything, for example on a t-shirt. I only have the detail, the line consistency and the overall impression of how people packed tons of information about such beautiful lock-ups. So we used to do it on a run that I don't know is hard tack or some shit. "

Ideas for logo design; coat of armsCopper & Brave by Braue: brand design experts

Ideas for logo design; coat of armsPrinted themes from Paul Sirmon LLC

Ideas for logo design; coat of armsElevation Beer Co. from Sunday Lounge

Geometric devices

“I noticed that basic geometric elements are used – circles, squares, either by themselves or in constructions where symmetry and logic play a role,” explains Tass. "It's definitely a classic direction, but one that never grows old."

Ideas for logo design; geometric devicesSteeple Bay by Gardner Design

Ideas for logo design; geometric devicesTsukat from Brandforma

Ideas for logo design; geometric devicesStacks from Greg Thomas


"The uniform weight look really caught fire in the past decade when an image or typography was created with a single stroke weight," Michael says. "I like this approach, but it's difficult to master well."

Ideas for logo design; monolineOutbound coalition by Brokenstraw Art & Design

Ideas for logo design; monolineFluent with tractor beam

Ideas for logo design; monolineMagnus Alpha by Mauricio Cremer

(Discover 6 things to avoid when designing a logo.)

Handmade logos

With so many breweries and cafes popping up all over the place, it is not surprising that handwritten, crafted logos are still relevant. People crave details about monotony. Sockwell finds it easier. "There are a lot of digital things that look impersonal, and that speaks directly against it."

In the same way, seal and type were predominant on a curved baseline. Santosa notes: "They are classic devices, but I suspect that they are very popular because they give a handcrafted feel."

Ideas for logo design; handmade logosGreen5 by Denis Ulyanov

Ideas for logo design; handmade logosMadison Homebrewers and Tasters Guild by Chapa Design

Ideas for logo design; handmade logosWild Theory Brewing Co. from Sunday Lounge

Highlighted silhouettes

"The marked silhouette look has been around for over 100 years, and I found it reassuring to know that designers are still using it successfully," says Michael. "Of course, as with any style, it's about executing and avoiding the flare of a shape we've all seen a hundred times. The highlighted silhouette is there to stay."

Ideas for logo design; highlighted silhouettesKeg Creek Brewing by Oxide Design Co.

Ideas for logo design; highlighted silhouettesHighbrow from Spin Design

Ideas for logo design; highlighted silhouettesKhi-Khi Milk Co. by J Fletcher Design

(Online course: basics of logo design)

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