Viewing a company logo as nothing more than a nice image is a dangerous misconception. The true power of a logo is concentrated in the meanings and messages behind its visual appearance. That’s why creating a logo starts with thorough analysis of your business and brand. This article is a detailed DIY tutorial for everyone who is looking to craft a visually striking logo by themselves. We’ll guide you through each step of creating a neat design, teach you how to convey meaning through graphics, and share useful tools that will make the task easier for you.
A good logo is the one that transcends the unique personality of your brand. If you’re still unsure as to what your brand stands for and how it’s different from competitors, you need to answer the following questions:
Visualize your answers in any form that you find convenient. One way to go is to put together a mind map. A mind map contains the keywords, ideas, and associations that make the essence of your brand. You can easily create a free mind map using a dedicated online service, such as Mindmup, Mapul, Mindmeister, and others.
Your next task is to learn how to represent your brand through visual means. Start by looking at:
At this step, you need to get a basic understanding of how to convey meaning through colors, fonts, geometry, and images. When browsing through other companies’ designs, take the time to scrutinize each artwork that catches your eye. Ask yourself the following questions:
Add the best designs onto a mood board in Pinterest. (Or you can simply save them into a dedicated folder on your device.) Use these artworks as a source during your brainstorming sessions.
Draw the keywords from your mind map. It doesn’t matter if you do that on a piece of paper or in a graphic program.
When it comes to brainstorming, the rule of thumb is this: draw all ideas that come to your head, even those that seem silly or irrelevant. Switch off logic and let your creative juices flow freely! Remember that even the weirdest idea can grow into a successful design.
Experiment with two different approaches:
Here are a few tips for getting the most out of your artistic efforts:
Now it’s time to look into individual design elements of your logo. The thing is that each color, geometric shape, and typeface translates specific emotions and sends a specific message to the audience. That’s why you need to put much thought into what design elements to incorporate into your logo.
In our subconscious mind, each geometric shape is associated with certain emotions. For example, a circle stands for gentleness and friendliness, while a triangle gives off energetic and inspirational vibes. As for a square, it’s traditionally associated with reliability and consistency. For more eye-opening insights into color psychology, click here.
Colors. Blue, red, and black are the three most common color choices among big-name brands. Red is the color of passion or anger. Blue translates the feelings of reliability and trust. Black and white color palette is often viewed as a synonym for luxury and elegance. By the way, this article contains everything you need to know about choosing the right color for your design!
Fonts. Typefaces fall into four main types: serif fonts, sans serif fonts, handwritten fonts, and decorative fonts. Serif fonts send strong classic and retro vibes, while their counterparts without serifs look modern and minimalist. (Did you know that major businesses tend to prefer sans serif typefaces to all other typography solutions?) Handwritten fonts are a No.1 choice for companies involved in creative industries. If you’re looking to emphasize the unique personality of your brand, you can’t go wrong with a neat decorative typeface.
Curious to know more about how to choose the best fonts for your company? Check out this ZenBusiness interview with a professional typeface designer!
Logos come in three types:
There are no stats that would show which type of logo is the best one. After all, there is no cookie-cutter solution for all businesses. Try to choose the type of logo that works best for your brand.
Now you need to shortlist the best logo designs and toss out the rest. We’ve compiled a list of criteria for a professional emblem.
Now that you’ve shortlisted the best designs, it’s time to gather feedback. Encourage people to weigh in on your designs. Ask your teammates, friends, social media followers, designers, etc. Also, it might be a good idea to conduct a customer focus group.
Ask people how they perceive each design, what emotions it evokes, what information it communicates, whether it’s easy to read, etc. If you find out that most people failed to grasp your message, don’t hesitate to discard the logo. Keep in mind that a good logo must have a clear meaning behind it.
Based on the respondents’ reactions, choose the best design and polish it. Follow this quick checklist to not miss a thing:
There is no one-fits-all approach to creating a well-crafted logo for your brand. That’s why you should use this tutorial as a backbone while tailoring it to your unique situation. When it comes to logo design, there is no place for haste or shortcuts. Putting together a visually engaging emblem involves a good deal of market research, strategic thinking, and creative freedom.
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