Robert Soar

Creative director, Dragon Rouge London

“What is the organisation, what does it do, what is its character? The organisation is a brand and a brand is more than a logo, but the logo is a vital ingredient. We are reaching a saturation point, however the rules of logo creation still apply: keep it simple, it must be distinctive, it must be memorable and it must be appropriate. Surround it with character and personality. And don’t forget colour – think T-Mobile’s magenta and Tiffany’s blue.” dragonrouge.com

Good Earth Tea (2011), by Dragon Rouge London

Felix Sockwell

Editorial illustrator and identity consultant

“Collaborate, always and often. All of the projects pictured were collaborations. They all started out as doodles on napkins at the bar over a pint, conversations by email or phone calls. One of the best things is being able to jam with a friend at a moment’s notice. It’s like jazz. You play here while I strum there and after lunch we can play it back and see how it sounds. Designing with your friends is the only way to get better and really enjoy the process.” felixsockwell.com

National Quality Center, by Felix Sockwell and Matthias Ernstberger (top); National Campaign Against Youth Violence, by Felix and Erik T Johnson (bottom)

Jamie Wieck

Senior designer, Airside

“Don’t relegate an identity to a mark at the base of a poster. Have the mark be the identity and the identity be the mark. Let the logo inhabit everything it’s applied to. Remember, we live in an age where everything has the potential to move. A mark that looks perfect when printed may not when animated, so consider movement when designing. If using Adobe Illustrator to set type, turn Optical Alignment on – this will speed up the kerning process.” airside.co.uk

Antcolony (2009), by Airside. Antcolony is actor Max Minghella and producer Tim Bricknell’s production company

Stuart Wood

Executive creative director, Fitch

“Don’t work it too hard. Don’t try to capture everything the brand does, rather what the brand is; a spirit, an ethos, a multi-dimensional personality. Logos rarely appear on their own, they are an important part of a brand’s visual language, but the context is as important as the content. Creating a distinctive colour palette, layout style, and approach to photography and typography tells you as much about the brand as the marquee. Think of the bigger picture.” fitch.com

Research Now, by Fitch. Online firm Research Now had recently merged with E-Rewards. Linked letters show partnership, while the ‘cursor’ hints at their online nature