Logo Development

A strong logo is one of the most important design elements you can have for your business. It’s what your prospects see first. It shows your identity, distinguishes your business from your competition, and you can put it anywhere from water bottles to letterhead. So, how do you develop a strong logo for your business? Here’s the process our talented artists use for designing logos.

Do Your Research

First and foremost, you must know your brand. What is your brand about? What do you want your brand to say about your business? Pick words that resonate with you about your brand. Knowing your brand clearly and concisely will help in creating meaningful designs for the business.

Did I Mention Research?

As with anything in the world of consumerism, know your ideal customer. Do they like sleek and modern designs or fun and playful? Do they resonate with a formal tone or more relational in nature? Knowing your customer can help create designs that will appeal to them.

Curate Inspiration

Once the research is out of the way, we start preparing for the design process. The best way to get started is by creating an inspiration board based on the information we gathered from your research. We start gathering images, typography, colors, etc. that we feel will embody the branding you want.

Sketch It Out

Now it’s time to start sketching. This is where we will explore different ideas based on the information and inspiration that has been gathered. We challenge ourselves by seeing how many different thumbnails we can create in five to ten minutes. You’ll be amazed at how many we can create in that amount of time.

Ready, Set, Illustrate!

Once we have chosen the design we want to run with, we take it into Illustrator. Here, we will explore different types of fonts that will complement the planned design. Logos are most effective when they are simple, yet striking enough to be memorable.

Add Some Color

Next, we add a little color to the design. For this next step, we will choose and refine a color palette for your brand.

Mock It Up

Last, we create the mockup. Mockups help to understand and get a context for the design. These are created by using examples of where the logo might be found (like the water bottle and letterheads mentioned above).

Show Off The Hard Work

Once we have all of these steps completed, it’s time to present our work and the rationale behind all of our choices. Why did we go with a serif font rather than a sans serif? What is the logo supposed to mean? Here, we will show the mockups and the design by themselves.

Edit The Design

After the presentation is complete, we will make changes based on any suggestions or requests that were made.

Create a Style Guide

We’re almost done. Now, it’s time to make the brand style guide. This will be a guide to show how to and how not to use the logo, typography, colors, etc. so the brand will remain consistent throughout all platforms.

A strong logo can say a lot about a business. Do you need help making your logo up-to-par? Contact us and we’ll get started on a good design for you and your business.

Does Your Logo Work for You? Three Principles of Effective Logos

Nike, McDonald’s, Starbucks. These logos popped into your head instantly, didn’t they? They should; they’re iconic. They can stand alone without the company name or complex advertisements. Your logo is your identity, unique to your brand. Make sure it speaks for itself.

Before you go to the drawing board to give your logo a makeover, here are some guidelines to guarantee your logo is a knockout. The purpose is not just to look pretty. It needs to be practical, too!

Your logo needs to be adaptable.

While this is more of a technical (*ahem* boring) principle, it’s something that is often overlooked in favor of flashy, and ultimately complicated, designs. As branding touchpoints become more accessible than ever, even to small businesses, your logo needs to be able to adapt to a variety of sizes and applications. On any given day, your customers will see your logo in a magazine ad, as the profile picture on your social media account, embroidered on the uniforms your employees wear, on the free pen or tube of chapstick they accumulated from an event, or blown up five feet tall on a billboard going 60 MPH down the highway. Regardless of the format or environment, your logo needs to be recognizable and retain the same qualities that make it effective.

In addition to adapting to scale and application, your logo should also be able to adapt as trends come and go. What looks trendy and current today can look dated and out-of-touch next year. Will your logo still convey what it needs to 10 years from now? (And yes, a logo should last at least 10 years.)

Your logo needs to be distinct.

Seeing a great logo can make designing something memorable seem like a simple task – one of those “Of course! Why didn’t I think of that!” moments. Unfortunately, it’s not always as easy as it seems. Your first idea is likely everyone else’s too. And when you fall back on those first ideas and industry clichés, you’re bound to end up with a generic logo that gets lost in the mix. Think of your logo as your signature. Like a signature, logos serve to identify you, not describe what you do. Apple’s logo isn’t a computer, Starbucks isn’t a cup of coffee, and Ford isn’t a car. So instead of explaining what you provide, think about how you want your brand to make someone feel.

Your logo needs to be relevant.

While a logo should be distinct, it shouldn’t be unique just for the sake of being unique. Your logo and positioning still need to be aligned to your market. Think about the differences between Nike and Dior. They are both fashion brands, but their logos are vastly different because their audiences are vastly different. Nike is a contemporary athletic brand, and their simple and dynamic “swoosh” icon visually represents that energy perfectly. On the other hand, Dior is a luxury fashion house, so a sophisticated and modern logotype helps establish their brand aesthetic. Utilize what sets your business apart from your competition and highlight those factors to differentiate yourself while remaining pertinent.

  • If your differentiating factor is the quality of your products, your brand should highlight luxury and craftsmanship. Think jewel tones, a high contrast serif logotype, and stylized product photography.
  • If your differentiating factor is the cutting-edge technology you work with, your brand should highlight knowledge and innovation. Think high-contrast colors, a modern and clean font, and lots of negative space.
  • If your differentiating factor is the convenience of your services, your brand should highlight charm and approachability. Think bright colors, a slab-serif font, and hand-drawn illustrations.

Now that you know what separates a good logo from a great one, go look at your own logo and ask yourself, “Is this how I want my company to be identified?” Keep these guiding principles in mind as you review your logo. You may be right on the mark, or it may be time for an update.

You’ve learned. You’ve reviewed. What’s next?

Great, your logo meets all of the above criteria! Let’s take it a step further.

Congrats on having a great logo! But as important as a logo is, it’s just a part of your business’s brand. Let’s work together to develop your brand and marketing strategy!

Oh shoot – I need a logo that works! 

Don’t fret! We offer (effective) logo design services! Contact us and we’ll get started!