Definition of Logo:

lo·go

/ˈlōɡō/

noun

  1. A symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc.
    “The Olympic logo was emblazoned across their jackets”
synonyms:

emblem, trademark; device, symbol, design, sign, mark, figure, stamp, monogram; insignia, crest, seal, coat of arms, shield, badge, motif, hallmark, logotype, colophon

“the company logo”

Logo Features

  1. Relevant
  2. Simple. Simple logos are the ones people can recognize as soon as they see them.
  3. Adaptable. A great logo should be simple enough to be able to be scaled down or up and still look good.
  4. Impactful.
  5. Multifaceted.

Design Process of a Logo

Start with a Strategy

You need a clear understanding of the business, the industry and the issues they may be having. A brand strategy provides a central idea and blueprint on which to build a logo.

Whether your logo design begins with a simple quick design or a highly sophisticated (and expensive) in-depth brand strategy, you’re going to need a clear purpose. Figure out what makes the business different, and how you’re going to position it in the marketplace.

Logo Meaning

Understand the meaning of your logos ideas – something that expresses your brand message or idea, or shows your brand’s personality.

Choose the Right “type” of Logo

Figuring out how to design a logo means not limiting yourself to one particular approach. 

Emblems: Is there a shape or holding device that the company name or brand  is closely with. For example Warner Bros, Starbucks, or Harley Davidson.

Pictorial marks: Simplify an image. For example Twitter, Shell, and Apple.

Wordmarks: Project a brand personality through a typographical. For example FedEx, Braun, Tate, and Google.

Letterforms: What about a logo using the company’s initials. For example IBM, Unilever, and Airbnb.

Abstract symbols: Create a symbol that represents your brand. For example Pepsi, Nike, and Audi.

Know the Psychology

The human brain processes sensory information in a very specific way. When it comes to logo design, you’ll find the need for a basic knowledge of human behavior is critical to creating something that has a real impact. 

Color: Colours evoke emotions and unique perceptions but must be used carefully. Some companies have been using a specific color so long they practically own the color.

Shape

We need shapes to identify an item or word. The brain acknowledges distinctive shapes better, leaving a lasting imprint on the memory.

Type

Our brains take longer to process language. It’s important to keep this in mind when you’re working with a complex brand mark.

Consider the Competition

Check out the brand’s market competition. Check out the whole market or niche for that matter local or globally. Check what symbols, fonts, colors or designs they use. Research is key to building some great logo design ideas.

Make sure that you never copy a logo that is already in the marketplace.

Listen to Feedback and Refine

Getting feedback on your design is the easy part. Interpreting the feedback in a meaningful way and acting on it can be a challenge. Ask follow-up questions and use your best judgment to decide what feedback is most valuable. Your logo’s job is to represent a brand, and the question you should ask yourself is whether the feedback is helping the logo do that better. If not, you may need to politely articulate the reasoning behind your design choices.

Final Logo Delivery

Your final product should includes a few variations of the logo, such as full color, black, white, stacked and horizontal.

Record of any fonts used in the logo in case you will need them for future branding projects.

Deliverable logo file types:

Adobe Illustrator (.ai), Adobe Photoshop (.psd), .svg, .jpg, .png

Share This