"Good design is obvious. Great branding is invisible." — Someone clever (probably wearing black).
Welcome to Logo Logic: The Big Book of Brand Brilliance — part branding bible, part design intervention, and a full-time translator between clients and creatives. If you've ever said or heard the phrase “just make it pop,” this book is for you. Don't worry, there’s no judgement here. Only laughter. And maybe a small laminated checklist.
This isn’t a dry textbook about CMYK values or the complete history of Futura. There’ll be no long-winded theory or lectures on what grid system Bauhaus used (unless it’s hilarious, in which case, buckle up). This is practical, useful stuff, told with clarity, colour, and the occasional metaphor involving cake, maps, or marriage.
Dip in or devour it whole. Use it as a reference, a checklist, a training tool, or a passive-aggressive gift to that one stakeholder who thinks Papyrus is "underused". Each chapter comes with:
Branding is more than just a logo. It’s your business’s personality, voice, wardrobe, reputation — and yes, sometimes it even smells like freshly printed business cards (you know the scent). A great brand builds trust, tells your story, and makes you memorable for all the right reasons.
This book exists to make sure that designers and clients speak the same language — preferably one that doesn’t involve phrases like “Can you make it pop?” or “I showed it to my cousin and she had some thoughts.”
So grab a cuppa, sharpen your vector tools, and welcome to Logo Logic — ten slightly sacred rules every designer should tattoo on their trackpad before slapping a bevel on anything.
Stick to these commandments and your logo won’t just behave — it’ll impress. Possibly while wearing elbow patches.
"Design is intelligence made visible." — Alina Wheeler
Let’s be honest — not all designers are created equal. Some sprinkle magic on your brand like well-trained wizards. Others… well, disappear after two email replies and deliver a logo that looks like it was made in MS Paint. So how do you tell the difference between a professional and a poser?
The best results come from trust and collaboration. Share your vision, yes — but then let them *do* what they do best. Design isn’t magic, but it’s close. And if you’ve found someone good? Treat them like a creative partner, not a pixel pusher.
"Design is not just what it looks like and feels like. Design is how it works." — Steve Jobs
A great designer isn’t just someone who knows colour theory or has ten thousand fonts tucked in their back pocket. They’re problem-solvers, communicators, and quiet magicians who turn client ideas into brand gold. Here’s what truly makes them shine.
Great designers don’t just hear — they *decode*. They listen for what the client means, not just what they say. That stray “I want something cool” gets translated into “We need visual language that speaks to tech-savvy Gen Zs without scaring off the CFO.” Boom.
A beautiful logo is nice. A beautiful logo that works on 75 products, in 3 colour schemes, and doesn’t fall apart on a postage stamp? Heroic. Great designers think in systems, not just swirls.
Great designers explain technical stuff like it's a friendly chat, not a TED Talk in Latin. They know how to walk a client through DPI, HEX values, and responsive scaling without making them feel like they accidentally joined a developer support group.
Bonus points for metaphors. “Think of this font combo like pairing champagne with fish and chips” — that’s designer poetry.
Great design isn’t just delivered — it’s shaped through feedback. A great designer welcomes edits, questions, and late-night “just one tweak” emails with grace. They understand the brand isn’t just theirs — it’s a collaboration.
Whether through brand guides, eBooks, or a casual Loom walk-through, great designers equip clients to use their designs confidently. They empower, not gatekeep. They turn handoffs into home runs.
NVision-style designers leave their clients saying “I finally understand what bleed is!” That’s victory.
The best designers aren’t just good with gradients — they’re client whisperers, problem solvers, and brand educators. Here’s your cheat sheet:
A great designer is more than a creator — they’re a translator of vision, and a quiet engine behind brand success. If your designer makes you feel like you’ve got a creative co-pilot... well, consider yourself lucky. 😉
Nigel Bashford is the founder of NVision Media, a branding and design studio with over 30 years of experience helping businesses look as good as they sound. Known for his sharp eye, scalable vector wizardry, and a knack for translating brand strategy into visual magic, Nigel has become a trusted partner for startups and seasoned pros alike.
He wrote this eBook to demystify design, share what he’s learned, and empower business owners to make branding choices with confidence (and maybe a little swagger).
When he’s not crafting logos that flex across platforms or educating clients on the finer points of Pantone, Nigel’s probably writing eBooks like this one, sipping strong coffee, or explaining kerning to someone who didn’t ask (but is now very glad they know).
Learn more at nvlogos.co.uk or drop him a line at info@nvlogos.co.uk.
If this eBook sparked ideas, challenged your thinking, or made you laugh out loud at the phrase “trust-me-I’m-a-financial-consultant navy,” then we’re already speaking the same language.
Whether you’re launching a new brand, refreshing an old one, or just want a logo that doesn’t look like it came free with a printer—NVision Media is here to help.
Let’s turn your brand into something unforgettable. Because good design isn’t just seen—it’s felt.
Thank you for Reading!!!