Thinking about designing a logo or hiring someone to design one for your business or organization?
Here’s an overview of my logo design process, as taught at TechShop Chandler.
We’ll start with defining what a logo is and what makes it successful or unsuccessful.
WHAT IS A LOGO?
A logo is a graphical mark that represents something: an individual or organization. A great logo embodies everything about what it represents in a simple way. A brand is the perception of something through any of the senses: touch, sight, sound, hearing, or smell. The logo is the visual representation of the brand. Make sure to pay close attention to the difference between a logo, a brand, and what both of them represent: you, your company, or your organization.
Generally, there are three types of logos:
- The symbol or gem that represents the company or identity
- What most people think of when they hear the word “logo.”
- Sometimes, this logo can stand alone without any type
- Examples: Nike, Target, McDonalds, Apple
- A particular arrangement of type that stands for the identity
- Examples: Coca-Cola, American Apparel, IBM, ToysRUs
- An illustration that usually includes the identity
- Examples: sports team and league logos, usually with a mascot; breweries
Combinations of the above
- Subliminal images: see below
HOW DO YOU DESIGN ONE OF THESE THINGS?
Aaron Draplin, from Draplin Design Co., gives a great introduction to designing a logo in this video from Lynda.com. He covers all the steps that come next in this blog post, including:
- The client brief
- Brainstorming and sketching, including research into comparable brand logos and stock logos
- Evaluating & refining designs using the elements and principles of design
- Digitizing sketches
- Branding Guide: showing context
- Finalizing logo designs and presenting