How to Design a Great Logo?

How to Design a Great Logo?

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Logo design is a craft that involves equally if not more traditional analogue skills in drawing as well as precise digital refinement in Adobe Illustrator.

The first crucial step before going out to sketch ideas is research.

1. Research

Traditionally graphic designers will begin the process by gathering as much information they can from the client to better understand their business. They are there to understand what type of business the client is conducting so that they may better understand what direction would be most appropriate to take for the logo.

The research drives the next factor, which is style.

2. Style

For example if the client is working with a childcare center that provides fun activities, different pass times, toys, and snacks. Then the style of the logo would be better suited to reflect that ambiance of a fun and playful atmosphere.

However if the client is an entrepreneur looking to start a business in accounting, or create a new law firm, then playful might not be appropriate. Something that gives off a professional tone, with clear and simple design would work much better.

Just look at the different styles that exist out there. Think beyond logos, by contrast notice the style of movies of batman, and watchmen. Notice the dark, raw, and street-like vibe they give off. Then think of the movie Up or The Smurfs. While the story line is very different, what is also very different are the design elements. From the music, to the imagery, the lighting, the characters, and the dialogue, everything works together to build that movie the way it is meant to be experienced.

Now think of a brand, all the elements of the business from the customer experience, to the quality of the products, the business atmosphere, the cleanliness of the place, the style and decoration in the building, all play a part to communicate a message. The logo is the visual mark that equally tries to communicate the essence of the brand through its style and concept.

Once we have a style in place we must develop the most important part, which is the concept.

Brands are like movies, by contrast notice the style of Batman vs Up. Share on X

3. Concept

We may on the occasion have a flash of brilliance and know exactly what our perfect concept should be. However 99% of the time we must use an approach to brainstorming that arrives at a creative solution through effective idea exploration and collaboration.

One very useful way of getting your mind to map out ideas is through a process called mind mapping. This is a process where you take one idea and you essentially branch out other ideas from this idea, and then you continue to branch out new ideas from them, and continue until you have yourself something that looks like a series of small text bubbles formulating off each other. My personal favorite way to do this is digitally with a free tool called MindNodeLite where you can mind map digitally. Once you have a linked set of ideas you can start to make connections between them and then start to come up with some pretty unique ideas for the logo.

One you have your idea you should start:

4. Sketching

Yes sketch, all good graphic designers sketch out their ideas first, so do the same. Make about 30 to 40 sketches or more and then narrow down your ideas until you are very happy with three. Take those three, refine them in paper, scan them in at 600ppi and then you’re ready for the next step.

After you have your sketches made, then move into digital.

5. Going Digital

I would recommend you start off with first creating your logo purely in black and white. Focus on areas where you can improve over your original sketch. I would recommend you use professional software to design your logo with Adobe Illustrator while mastering the pen tool. Pay attention equally to both positive and negative space in and around your logo. Now is the time to consider type, while working on your mark, look up different typefaces and see which ones work best with your design. See if there are any ways you can integrate the type with the image you’re making. At this point you should show your variations to your client and get some feedback on your work.

Once you’re happy with the black and white version then think of the colours that will be used.

6. Colour

This is an important step and consideration, as with having different logo variations I would also recommend showing different colour variations to your client as well. Colour plays a big role in design and can greatly impact the style of the brand. Create a colour palette for the brand. Set the standard for what and how the brand colours and logo should be used and distributed throughout the digital and printed materials for the business.

As with all things creative you will most likely find yourself bouncing from different stages as you progress and move along in the process. Be flexible, but keep in mind that following an effective creative process to your work will amplify your quality and will produce better results.

Best of luck in all your logo designs projects.

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