What is a logo?
When asked this question, most likely you immediately visualize recognizable symbols such as a prominent swoosh or an apple with a missing bite. Indeed, we are all familiar with the concept of a logo.
A logo serves as a symbol or design that is utilized for distinguishing a company or organization, along with its products, services, employees, and more.
A logo serves as a means of identification, ensuring that your company is distinguished and recollected from others. Furthermore, it acts as the representation of your business, serving as its visual representation.
The logo of your organization can serve as a chance to express a message as well. Consider the example of Amazon; its logo, a smiling arrow, signifies the company’s diverse range of products from “A-Z” and also symbolizes the joyous experience of customers when they make purchases from the company.
It should be noted that although a logo has the potential to communicate a deeper message, it is not obligatory. In reality, many companies facing difficulties in choosing a logo are simply setting unrealistic expectations. Three designers on our team unanimously agreed that most individuals attribute excessive importance to logos (nerdy design pun intended).
Keep in mind that a logo possesses significance, yet it is not the sole determining factor.
A logo isn’t:
- Your brand
This is a common conflation, but your logo isn’t your brand. And your brand isn’t your logo. Your brand is intangible; it’s your reputation—what people think of when they hear your name, what they tell others about you and how you make them feel. Your brand is built from a thousand touchpoints with your customers—not from a logo. - Your visual identity
When new companies or organizations request a logo, a good designer will say, “You don’t just need a logo, you need a brand identity.” Logos are part of the picture, but they’re not the entire thing. They’re just one image within a larger visual system that includes your colors, typography, photography, visuals, layout, etc. - An indicator of success
Your logo isn’t going to make or break your business. Enron’s logo was good, but the company’s ethical code wasn’t. Two Men and a Truck is a billion-dollar company, and its logo is a stick figure drawing designed on a napkin by the founders’ mother. The best logo in the world can’t save a corrupt business, nor can the worst logo hold back an honest one.
After clarifying the limits and capabilities of a logo, we can proceed to initiate the design process.
How to design a logo
As we begin, it is important to bear in mind these two points:
- Design is a lot of strategy. Yes, you will have to create something visual at some point. But the lion’s share of the work is strategic, especially at the beginning. Be prepared to do more thinking and decision-making than drawing.
- You’re not just designing a logo. Remember that the logo is only part of a larger visual system, and its individual pieces all need to work together.
Logo Kickoff Discussion
At the beginning of every logo design project, our team arranges a kickoff meeting with clients through a conference call. The purpose of this meeting is to provide clients with an opportunity to express their vision for their new logo. This conversation is aimed at understanding client preferences and expectations in order to gain a thorough understanding of their logo requirements. In this phase, clients will share examples of company logos they like and dislike, as well as their preferred color schemes and competitor logos. The specific requirements of the project vary depending on the company, such as creating a new logo concept for a start-up or redesigning a logo for a rebranding process. Since the logo represents the company’s culture and values, it is crucial for our team to fully comprehend the desired outcome. The ultimate goal of this meeting is to identify any red flags or specific design aspects to avoid and determine the key focus points for the logo design.
Logo Exploratory
Once the design team has engaged in a conversation with the client to grasp their preferences and overall ideas, they proceed to a stage known as the “logo exploratory” phase. During this phase, a document is compiled, encompassing 21 logos previously crafted by our team for various other enterprises.
Be sure to carefully choose logos that are customized according to the specific preferences and requirements of each client. It is important to avoid using well-known logos in order to ensure that the client approaches the brand and logo with a completely fresh perspective and without any preconceived notions. The document will typically include a variety of logos featuring different fonts, symbols, and other elements. Clients are encouraged to take their time and thoroughly review the document at their convenience. Once they are ready, they should provide us with their top 3 preferred designs, as well as their 3 least-favorite designs, and the reasoning behind their choices. It is valuable to observe their reactions, even if they express dislike towards certain logos, as this will help us gain a better understanding of the style they prefer. The more detailed and comprehensive the feedback, the more insight we gain into the mindset of clients and their preferences.
Word Clouds
After completing the logo exploration phase, take a moment to sit down with a pen and paper and generate a keyword cloud. This brainstorming technique involves placing the business name in a circle and noting down all the descriptive words that have been utilized to depict the desired appearance of the logo around it. The main goal is for this exercise to act as a source of inspiration for the intended emotions and message to be conveyed through the logo.
Research and Design
By conducting research on the keywords discussed in client conversations, you can attribute substantial significance to the definition of each word in order to design a logo that closely aligns with those concepts. Analyze each association and thoroughly investigate the meaning of the words and the symbols associated with them. For instance, if the client has indicated a desire for a “bold” logo, explore this term through research to discover relevant representations.
The First Presentation
During the initial client presentation, it is important to follow a standard guideline for presenting your ideas. Choose three final logo designs for each brand, with the option to include one or two more if necessary. Begin the presentation with a keyword cloud that reflects the conversations with the client, providing background information on your design approach. The first slide should display the first logo option in black type on a white background, as well as in white type on a black background, but it should not include any color. This is to ensure that the focus is on the core aspects of the logo such as the font, design, style, and symbolism, without being influenced by color preferences. The second slide should show the first logo applied to relevant collateral, such as on a t-shirt, truck, sign, or chocolate bar, to give the client a more relatable and realistic view of how the logo will fit into their business. Continue presenting the remaining logo options in a similar manner until all options have been discussed.
Color Choice
When deciding on a color for a logo, it is essential to consider more than just aesthetic appeal. To make an appropriate selection, one must carefully assess the underlying message the business intends to convey through their branding.
By considering the psychological impact of colors, you can determine the most suitable option, as each color carries emotional significance. The color research accounts for approximately 80% of the decision-making process, while the remaining 20% involves testing various colors for logos. For instance, one client might seek to convey a sense of peace and calmness, while another may aim to highlight the organic or eco-friendly nature of their products.
The overall objective is to select a color that complements the logo while effectively conveying the brand’s intended message through design.
Types of logos
Getting familiar with the seven types of logos is a useful starting point, whether you choose to create your logo from scratch or utilize a template.
Word mark
Typography is crucial for brands that opt not to use a graphic symbol and instead prioritize prominently displaying their company or organization name. In such cases, it is imperative to select a font that ensures legibility regardless of the choice made.
Brand mark
Brand marks, also referred to as “pictorial marks,” represent the graphic symbol within a logo. Typically, these symbols are easily identifiable and establish an immediate association with your target audience. For instance, a dentist may use a tooth, while an outdoor company may incorporate mountains or similar elements.
In the beginning, it is necessary to combine a brand mark with your company or organization name. However, as time goes on, the symbol itself could become a strong and recognizable representation of a well-established brand.
Combination mark
By incorporating both a symbol and a wordmark, this logo design creates a conventional logo “lock-up” that we are all acquainted with. Experiment with the positioning of each element until you discover a layout that appeals to you. Additionally, consider allowing for various combinations of the symbol and wordmark in specific contexts, which will be discussed in the “Define” phase.
Abstract logo mark
Abstract logo marks, as indicated by their name, are typically more geometric and less readily identifiable. They are excellent for creating a distinct image that is exclusively associated with your brand. It is highly recommended to combine these symbols with your company or organization name until your brand gains sufficient recognition, allowing the logo to stand alone.
Letter mark
If your name is long or clunky, using a letter mark, also known as a “monogram” logo, is a good option. You have the choice to either shorten your name or solely utilize your initials. The significance of typography in a letter mark is just as crucial as it is in a word mark. Fortunately, with fewer letters to consider and less concern about legibility, you have more freedom to incorporate creative styles.
Symbols
In case you make a choice to include a symbol in your logo, be it traditional or abstract, it may require some brainstorming. Our designers offer some tips to assist you in creating a suitable symbol for your brand.
- Make connections. Consider your company or organization’s name, and write down as many related words you can think of. Using Sprout as an example, we’d write words like grow, garden, tree, forest, leaves, branches, greenhouse, etc. These words conjure up their own set of images that could all be viable choices for a brand mark.
- Think figuratively. This is where the questions in the “Discover” phase come into play. Referring back to our Amazon example, the smile represents how happy and satisfied Amazon shoppers are. Consider how you want your audience to feel, or what message you want to convey. Are there any symbols that come to mind?
- Go literal. While our designers cautioned against going with the most obvious choice, you can still consider a literal interpretation of your brand message. Just don’t be afraid to play around with it. Put a unique spin on it. Try combining a literal symbol with something more figurative.
- Get weird. At this stage, there are no rules. Think as far outside the box as you want. As the saying goes, that’s often where the magic happens. Don’t question if something makes sense. It could be the key that unlocks the winning idea.
- Generate, evaluate, repeat. Do this as many times as you need to narrow down your options. Most designers go through multiple rounds before they get to the good stuff. Iteration is the name of the game. And don’t forget to tap a friend for help. Sometimes you just need fresh eyes to get you unstuck.
Conclusion
You may find yourself thinking, “That’s a substantial amount,” after going through everything mentioned. We understand and we were not exaggerating about the extensive work involved in designing a logo. Usually, designers spend weeks navigating through all the stages. Therefore, our final suggestion is to avoid rushing. Dedicate time to go through the exercises described in each phase. Your end result will demonstrate the level of dedication you invest in it.
Your people, not your logo, are responsible for building your brand, so keep this in mind.
