How To Design A Logo, Part 1

How to Design a Logo, Part 1

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.

 

Introduction

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:

Logomarks

  • 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

Logotype

  • A particular arrangement of type that stands for the identity
  • Examples: Coca-Cola, American Apparel, IBM, ToysRUs

Illustrative logo

  • An illustration that usually includes the identity
  • Examples: sports team and league logos, usually with a mascot; breweries

Combinations of the above

  • TechShop
  • 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:

  1. The client brief
  2. Brainstorming and sketching, including research into comparable brand logos and stock logos
  3. Evaluating & refining designs using the elements and principles of design
  4. Digitizing sketches
  5. Branding Guide: showing context
  6. Finalizing logo designs and presenting

 


Next: Client Brief >

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