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All organisations need a clear identity and we’ve worked with a number of clients to help them establish a meaningful logo. Here, you can see logos we have developed for Barnet Children’s Services, Haringey’s Heartlands High School and Lewisham’s SWAGGA awards (to reward local young people).

When we develop a logo with a client, it’s essential to understand:

• How the organisation perceives itself – and wants to be perceived in future
• How it is perceived by others
• Who is the target audience

Once those are established we can look at styles, colour palettes, fonts and so on, but those three points really are the foundation. When creating a logo, it’s really important to follow the design mantra of “Form follows function”. Forget that, and a logo might look nice but it will be meaningless.

And, having said all that, if you want to have a five-minute giggle, here are some of the worst logo fails. And no sniggering at the back…