Meet Ian Paget

Alright – so today we’ve got the honor of introducing you to Ian Paget. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Ian, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

From a young age, I’ve always enjoyed being creative. I was constantly drawing, making things, and entering competitions. One of my early highlights was having my ITV weather picture shown on TV. I also frequently won competitions, like designing tickets for my school’s pantomime. Those experiences brought me so much excitement, and the compliments I received gave me a sense of pride and validation in my creativity.

As I grew older, art and design continued to be my strongest subjects. My teachers encouraged me to pursue them, and their support reinforced my belief that creativity could be a viable path for me. By the time I finished college, I knew I wanted to build a career in something creative.

After a few years, I became a professional designer, although at first, I wasn’t focused on logo design. I worked on a bit of everything, from print to web, but one area I particularly enjoyed was technical product illustration. It combined problem-solving with creativity, which was a balance I found incredibly fulfilling.

Later, when I had the opportunity to work on logo design projects, I realised they shared that same mix of technical challenge and artistic expression. I loved it, but unfortunately, in my full-time job, those projects were few and far between.

Around this time, I had just wrapped up a major personal design project: creating an iPhone game. It was a demanding project that left me feeling burned out, so I started discussing my next steps over dinner with my partner at the time. She pointed out how much I enjoyed logo design and how good I was at it. That conversation was a turning point – it made me realise that focusing on logo design could be the perfect next venture. The idea of working on shorter, more focused projects like logos felt refreshing and exciting.

Eventually, I founded Logo Geek, and it’s been flourishing ever since. Along the way, my journey expanded beyond just logo design. I created a community, launched a podcast, wrote blogs, and more. At first, it felt like a collection of scattered parts without a clear purpose. But when I started working on my book, I discovered a unifying theme: helping others “Make a Living Designing Logos.”

While I’m not sure if this is my ultimate purpose in life, it’s something I genuinely enjoy and excel at. Seeing the positive impact it has on others motivates me to keep going. I know I’m a skilled logo designer, a capable community builder, and a strong podcast host too, so it makes sense to continue refining these strengths and supporting others in their journeys.

For now, this is my focus. And while the future may hold other paths, I’m confident that staying true to what I enjoy and do well will continue to guide me in the right direction.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

My core professional focus is logo design. Initially, my target audience was broad… essentially anyone in need of a logo. While that remains somewhat true, in recent years, I’ve shifted my focus toward supporting businesses and organisations that make a positive impact in the world.

One of the pivotal moments in my career was being approached by Cambridge University to design a logo. That project not only became a highlight of my portfolio but also opened doors to similar opportunities, particularly with university-based research teams. As a designer, the type of work you showcase tends to attract more of the same. This has allowed me to naturally align my projects with clients that share my personal values, while politely turning down work that doesn’t align with them.

To many, a logo might seem like a small or insignificant part of a business. However, I believe my strategic approach lays a strong foundation for my clients. A logo is the face of a company – it sets the tone, shapes perceptions, and influences the type of clients a business attracts. I feel privileged to play such a critical role in shaping a company’s identity, and I take pride in knowing my work has a lasting impact on my clients’ success.

Beyond designing logos, I strive to be a vocal figure in the design space. One of my key initiatives is The Logo Geek Podcast, where I interview logo designers and explore broader topics that help creatives build sustainable careers. I cover everything from marketing strategies to sources of inspiration, aiming to empower designers to make a living doing what they love.

Additionally, I self-published a book titled Make a Living Designing Logos and run an online community with the same goal of supporting designers in their journeys. Looking ahead, I plan to expand into creating training materials and other valuable resources to further support the design community.

I’m deeply passionate about logo design, identity design, and brand strategy. I feel incredibly fortunate to work with inspiring clients daily while also knowing that I’m helping designers grow and thrive along the way.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

I would consider three traits to be key parts of my journey so far:

Focus

Before I started Logo Geek, I had numerous personal design projects on the go – from movie posters to an illustrated book and computer game graphics. I was experimenting and playing for the most part but lacked a clear focus in terms of skillset. However, from the day I founded Logo Geek, I remained dedicated to logo design. Consistently working on and refining this key skillset, while becoming known for it, has truly propelled my career forward.

That said, staying so focused hasn’t always been easy. It’s challenging not to feel bored doing the same thing day in and day out or to avoid getting distracted by new opportunities. To keep things fresh, I’ve diversified my activities by writing, recording podcasts, and building a community, which allows me to develop new skills while maintaining my focus. While I do occasionally take on other design projects, I’ve chosen to showcase only the type of work I want to be known for – identity design – and this has shaped the projects I attract.

I find having a big, long-term vision incredibly helpful for staying on track. Books like The One Thing have been instrumental in fostering this mindset, and I highly recommend it. Success, I believe, is built through small, consistent daily actions rather than one big effort.

SEO

I was fortunate in my previous full-time job to work alongside an online marketing team. I’ve always had an interest in marketing and new technology, so I couldn’t help but overhear conversations, discuss strategies, and read up on the topic. This exposure gave me a deep understanding of how search engines work and how to leverage Search Engine Optimisation (SEO). I used my own website as a testing ground to experiment, and I believe it’s primarily this work that attracted leads and set me on the path I’m on today.

For those starting out, I strongly recommend learning how to leverage search engines – it’s a fundamental skill. If people can easily find you, you’ll get the work or sell the product. Looking ahead, I suspect AI will eventually overtake traditional search engines, so it’s worth exploring how to adapt and leverage those emerging technologies as well.

Daily Habits

One thing that significantly helped grow Logo Geek early on was setting a daily challenge for myself: posting on social media every day. I picked up some fun growth-hacking techniques in my day job, which included daily Twitter posts. Each day, my following grew, and I knew skipping a day meant missing out on potential opportunities. This quickly became a habit that I incorporated into my mornings. Over time, it positioned me as an influencer and opened doors to exciting opportunities that fuelled the growth of my side venture. While I don’t actively do this now, I’m certain that without this daily focus early on, I wouldn’t be where I am today.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

When I started my business, I was young and entirely career-focused. My work occupied my thoughts above all else, and I know that early dedication was essential to reaching where I am today. However, as I’ve grown older, my personal life has naturally become more of a priority, especially after the birth of my daughter.

Becoming a father has been one of the most rewarding experiences of my life. It’s also given me a new perspective on what truly matters. That said, this incredible blessing has also presented significant challenges – particularly when I went through a separation from her mother and transitioned into being a single dad with 50% custody. Adapting to this new reality was a major adjustment.

I was accustomed to working a standard Monday to Friday routine, but this needed to change to accommodate the time I spend with my daughter. Initially, I thought I could work during early mornings or late evenings. However, I quickly learned this wasn’t realistic. My daughter often takes a long time to settle at night, and by the time she does, I’m usually too drained to work effectively and often fall asleep alongside her.

Things became more manageable once she started school. Now, I’ve established a routine: when my daughter is with her mum, I work; when she’s with me, I don’t work – or at least, I try not to, apart from the occasional phone call. Adjusting to this schedule, especially working every other weekend, has been a challenge, as weekends naturally feel like a time for rest. But over time, I’ve adapted, and it’s become easier.

While this shift has been demanding, I’m genuinely grateful to be less career-focused. Success and financial stability are important, but as I’ve got older, I’ve come to realise that living life to the fullest, being happy, and spending quality time with loved ones hold far greater value.

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