The other day, I watched a video that I just had to share: Ian Paget’s interview on the Honest Designers Podcast. If you’re into logo design or branding, this episode is a goldmine of insight. Ian is an award-winning graphic designer from the UK who specialises in creating logos & brand identities.
Here are the best takeaways from the interview.
Ian follows a set of guiding principles he calls the SMART framework for logo design. These stand for Simple, Memorable, Appropriate, Resizable, and Timeless. Ian emphasizes that simplicity is at the core of every successful logo. Think about brands like Nike or Apple—simple, bold, and instantly recognizable. A great logo doesn’t need to be complex; it needs to be clear and effective.
One of the things Ian stresses is the importance of research. A logo isn’t just a pretty picture—it’s a representation of the business it stands for. Ian talks about the need to understand the target audience, the company’s values, and the message the business wants to communicate. He shares a great example of how a lawyer’s branding would differ from, say, a skate brand’s logo, and how understanding the client’s market can shape the entire design. He also states that you should try to be different to your what the competitors do to stand out. Just make sure the logo is still in line with what is expected in the market you design for.
Anyone who has worked with clients knows the challenge of managing feedback. Ian shares how, in his early career, he learned that asking clients “What do you think?” often led to unhelpful comments. Instead, Ian focuses on achieving specific goals with his designs. By framing the conversation around the design’s purpose and how well it fits the client’s brand, you can avoid unnecessary back-and-forth and steer the project toward success.
Ian shared his logo design process, which involves creating multiple variations. The point is that logo design is an iterative process. The key to getting a great logo is refining your ideas until you find one that clicks. Ian’s process is all about experimenting with different options, simplifying where necessary, and narrowing down the choices to present to the client.
When it comes to pricing, Ian offers some solid advice. He doesn’t just set a flat rate for his work. Instead, he follows a tiered pricing strategy, where he offers different levels of service at different price points. This allows clients to choose an option that fits their budget, while also providing Ian with flexibility in how he structures his work. Basically, Ian set three price levels, where the first one is set very high, so that the other ones look like a deal in comparison.
If you’re a designer looking to build a strong client base, Ian advocates for learning about SEO and online marketing. According to Ian, you could be the best designer in the world, but without an online presence, clients will have a hard time finding you. By focusing on SEO, social media, and content marketing, Ian was able to grow Logo Geek into a highly successful brand. Ian mentions that clients are usually not looking for the absolute best designer. What they are looking for is the designer who can solve their problem and more often than not, that’s the designer who shows up high on Google. Once you’ve learned graphic design, focus on marketing and SEO! Make sure you have a website that ranks high on Google, so that customers come to you, instead of you having to look for them. Use social media to your advantage.
What I loved most about Ian’s perspective is his approach to work-life balance. He’s found a price point that allows him to live comfortably and focus on what he loves doing. This doesn’t mean working 80 hours a week or chasing the highest-paying clients—rather, Ian is content with his current rates and the lifestyle they afford him.
Watching Ian Paget’s interview was very interesting, and I can’t recommend it enough if you’re a logo designer or someone interested in the business side of design.
Watch Ian Paget’s Logo Design Masterclass on YouTube