How to Create a Logo for Your Business in 2019
- 6 min read
- Bojan Zidarević
In this article you will learn how to create a logo for your business. A logo is very important part of a company. It’s usually the first thing people think of when somebody mentions a brand. Just think of McDonald’s golden arches or Nike’s swoosh.
A well designed logo can help you establish your brand affinity more easily. In other words, a good logo will make people remember your company.
But how can you design such a logo? Before you start the design process, you must first think about what message your logo will convey.
What is a logo?
A logo is a graphic element that succinctly and quickly identifies a company. It is a way to visually represent a product, service, company, or individual in a way that’s memorable and briefly tells their story.
Typically, a logo is designed for instant recognition. Users can often recognize a company just by its logo. But a logo is only one aspect of a company’s brand strategy. It helps, of course, to differentiate a company from its competitors, but a great logo doesn’t mean anything until the brand makes it worth something.
Ideally, your company logo enhances potential customers and partners’ crucial first impression of your business. A good logo can build loyalty between your business and your customers, establish a brand identity, and provide the professional look of an established enterprise.
Some of the elements used in logo design to communicate this positioning, message and tone are:
- font choice,
- custom typography or calligraphy,
- illustration style,
- shape and style,
- and historical reference.
All of which come together to communicate, for example:
- rich, organic and home-styled;
- clean, corporate, strong and efficient;
- or soft, sensuous and luxurious.
An effective logo
For logo to be effective, it needs to be:
- Simple. A simple logo design allows for easy recognition.
- Memorable. An effective logo design should be memorable and this is achieved by having a simple, yet, appropriate logo.
- Timeless. An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?
- Versatile. An effective logo should be able to work across a variety of mediums and applications.
- Appropriate. How you position the logo should be appropriate for its intended purpose.
How to create a logo
Start by deciding what your company stands for. Your logo should reflect that. You can go over your mission statement to help you refine your ideas. Focus on your message first and foremost. Decide what you want to communicate about your company.
What makes it unique compared to the competition? What are the traits and expectations of your target audience? After you do that, there area several ways you can continue with logo design.
Look at logos at other businesses in your industry
By researching your competition, you can come up with ideas for your own logo. Do they use conservative images? Or maybe they use flashy ones?
Think about how much you want to differentiate yourself from competition.
Make it functional
It’s important to have a balanced combination of simple and quirky — you want your logo to be interesting, but you don’t want someone to have to sit and stare, analyzing the logo.
Example below presents logo for news portal in DACH region ( D- Germany, A- Austria, CH-Switzerland). Dach also means roof in german language. Therefore, logo was made considering the meaning of the word and company´s activities.
A good logo should be:
- easy to reproduce,
- memorable and
Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly.
Use it to illustrate your businesses key benefits
This can be hard to do with a logo, but a good designer will be able to help you. The key is to convey the benefits your company offers through imagery. Manipulate the images to send a message about your company.
For example, FedEx logo seems simplistic.
But if you look closely at the space between the E and the X you’ll notice a small arrow hidden there. This arrow served to symbolize FedEx’s speed and accuracy. There is also an important meaning in the colors of the “Ex.” Whatever color the Ex is differentiates between the different parts of the company.
Avoid trends, and create a timeless logo.
Changing your logo all the time can confuse or even annoy your customers. Create a logo that will look good in 10 or 20 years in the same way it does today.
Color is crucial.
When taking the brand’s personality into account, you have to think about every aspect of the image. Bright and bold colors may grab someone’s attention, but could also seem brash; muted tones exude sophistication, but could be overlooked.
Every color has a different implication and can bring nuance to your message.
Logo design process
The design brief
When creating a logo, first we analyze the design brief that you provided wtih your client. This is the most important step in the logo design process. In this step we accumulate information about your idea and needs. There are 3 questions that need to be answered in this stage:
- What distinguishes your company from peers in your field?
- What are your business and marketing goal?
- Where are you going in the future?
The more we know about your business , the smarter solutions we can come up with.
After first phase it is time for a research. We must research the industry and competitors before embarking on any logo design project. Researching helps us to get a sense of the environment the logo´ss going to live in.
After research phase comes the brainstorming phase. First, we organize the information found so far and we look for keywords that can serve as a guideline. Having these words, will help us to crate a logo that reflects them.
We create a mood board from visual representations of these words.
Sketching logos is where creativity comes into play. After we sketched out rough shapes of logo we transition to coputer software.
In this phase, we allow ourselves for intuitive explorationn. This is where thoughts and feelings take form.
After sketching out ideas we need to judge them against the brief and research and select the most promising ones.
The logo development process can take a long time before you arrive on a great concept.
After the brainstorming stage we start to develop ideas in software. The image below presents logo ideas for a health institution specialized for elderly folks.
We create logos in Adobe Illustrator which uses vector graphics. In the end all ideas are filtered to 3 variations of the logo that we send to client to choose.
After choosing one of the proposals you can have 3 additional revisions of the logo before it is finished. The image below shows a final logo after one revision (different font) that client chose to use.
A logo is a crucial part of a company’s visual identity. When you’re trying to decide how to create a logo, you need to consider many things. That’s why we believe it’s always a good idea to consult with a professional before you start creating your logo.
You can contact us today for a free consultation, and we’ll help you create a perfect logo for your business.
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