Below, I've rounded up 9 recommendations for things to do before you design a logo – or rather, before you create the final mark because I'd argue that these are all part of the design process proper.

Jan Šabach, a graphic designer and creative director of the design and brand consultancy Code Switch, says the new logo appears to lack a coherent strategy or represent a clear idea.

Historically, since the first recorded use of a logo (by Stella Artois in 1366!), these little pieces of graphic design have been heavy hitters in the service of their brands. They’re the most ...