Recently, I participated in a logo design competition sponsored by DESIGN 21. Designers were challenged to create a logo for the UNESCO DREAM Center, a project with the goal of providing underprivileged children, especially in post-conflict regions, the opportunities and tools to express themselves creatively through the arts. DREAM Center
My entry, “Bringing the Arts into Focus” was one of over 1500 entries from designers around the world. Submissions represented all parts of the logo design spectrum: simple to intricate, serious to playful, large, small, good, bad, and everything in between. However, this article is not about logo design. (For principles of effective logo design, check out this short article by Jacob Cass.)
Before this competition, I had never given much thought to how I presented a logo or identity design to a client after it was completed. Looking through hundreds of submissions during the voting period, I realized that presenting an identity design is much more than providing a color and greyscale version of your logo.
The best designs in the competition stood out for more than just their conceptual strength or creativity – they had an effective presentation. Below are the aspects I believe contributed to this professional feel, with examples selected from this competition and several others sponsored by Design 21.
1. Negative Space
Many entries uploaded an image that left empty space around the logo at the center. This minimalist desig...