The role of a logo is both unique and essential. Logos form a massive part of a brand's identity, not just because they're the first thing someone sees when engaging with a brand, but because they can provide information about a brand or make the difference between appearing professional and high-quality, and amateurish.
Whether you have a band, a new business project, or a web page that you want to brand, a logo will probably be a big part of that. In this guide, we explore all the necessary steps in the creative process and mistakes to avoid so that you can design a logo which will stand out and give the image you want it to.
A logo design shouldn’t just be attractive – it must also have a meaning and be memorable and recognisable to everyone.
Below, we cover:
- The role of a logo
- What makes a successful logo
- Practical steps to create a logo
The Role of a Logo
How important are logos? The answer is that they are absolutely crucial. Whether we're talking about a movie franchise, a brand, or a band, the logo can be iconic, and can be a big part of how people perceive the company.
The best logos often say something about the brand. The colours of the logo will usually follow a scheme which will branch across all communication platforms and media related to the company, such as business cards, letterheads, flyers, websites, and brochures.
These logos will also often be very simple and straightforward in their design but give some hint of what the product is about.
"The strongest logos tell simple stories.” — Sol Sender
Consider the logo of FedEx. A lot of people are shocked the first time they see the arrow hidden within the FedEx design. Not only is this a clever addition, it also does a great job of showing the company does, with a forward arrow suggesting movement and transportation.
This style of including something that partially explains the product or service is ideal, according to a study by Harvard Business Review:
"If you are considering creating or modifying a logo, our findings suggest that you might want to include at least one textual and/or visual design element that is indicative of the type of product or service your company offers."
Colour psychology plays a big part, too. Did you ever wonder why so many fast food companies include red in their logos? It is because red is a colour that can potentially trigger feelings of hunger!
Logos have an important impact on the public – so much so that there is even a board game which is entirely dedicated to them! Children are often really good at this game, which is proof that images have a real impact and can remain in the collective unconscious at a very young age.
Characteristics of a Successful Logo
Before you get started with creating your image to represent your company, it is important to keep in mind your company objectives and values when you make your initial sketches.
- A logo should be unique. The is obviously your starting point. The logo must be your own creation, something truly original. If it looks like another logo, it will confuse its audience and you might even be accused of plagiarism. So yes, you’ve got to show some originality when creating a logo – a bit like designing a tattoo!
- A logo must be timeless. Watch out for fashion trends that will pass quickly. A logo must be designed to last and be throughout time. Even though it can be modified if necessary as the business evolves, it must retain its graphic identity – which is why it needs such careful consideration in its conception.
- Good logos are usually simple. A logo must be easily remembered, as it’s only meant to be seen very quickly. The idea is to identify the company at just a glance. If a logo is too complicated with too many levels of reading or detail, it will not fulfil its function, plus, simple logos make it much easier to replicate and even draw.
- A logo must catch the eye A logo should not go unnoticed - it needs to catch the eye and draw us in. This is one of the biggest challenges when creating a logo. Finding the colours and the graphics that will have an impact on the public is a central part of the thought process.
- A logo should be able to adapt to all media. A logo must remain visible and readable regardless of the medium it’s integrated in. Have you ever noticed small logos printed at the bottom of posters? Some stand out and are easily identifiable, whereas others become almost non-existence. Experiment with different media to make sure your logo works flexibly.
Logo designers work in all sorts of different styles. For instance, if you are making a logo for an anime film, you may gain some lessons from our guide to drawing anime and manga if that's more your style.
How Do I Create a Logo?
So how can you actually create a logo for your business? What are the steps to take?
Step One: Planning
There are some important specifications when approaching logo elements. A logo can be hardly or quite detailed, depending on your design, but it’s important to look at the essential features of the business to help you in this decision.
It is also useful to have a look at the competition in your field or market so that you can make your logo stand out among the rest.
In the planning phase, brainstorming is a commonly used method of asking the right questions, determining ideas and making the first steps towards development, and it’s just as good a method when drawing too.
Consider the colour carefully in the planning and sketching stage. Each colour has a meaning, and so the choice of colour is often used to represent the activity of the company or the sector in which it operates (green is commonly used for ecology and nature, for example). Colour is also a great way to catch the eye and convey a message.
Think about whether or not you are going to display the company's name in the logo. This is a choice that needs to be made, as it’s completely up to the designer’s own taste. Some brands are able to transmit their identity in their logo without having to mention the name of the brand, like Apple’s iconic apple, for example.
Brainstorming is a pre-sketching step where you may want to think about the kinds of ideas and images that could work. You can try different ideas the main image - as a comic book figure, an abstract design, or even just letters.
Step Two: Sketching
When we talk about the first sketches, it’s because the creation phase begins with just a pencil and a free hand. You’ll start placing your different elements together and rework them in several sketches until you find what works. If you're not confident sketching, you may want to check for different drawing lessons here.
When it comes to creating a logo, remember that the first idea you draw will probably not be the final product.Why? Simply because the first idea is often too conditioned, and doesn’t have enough originality. Once you’ve experimented a bit, your logo will become more unique and original.
The first ideas that come to your mind are the same as most people’s. In other words, it’s important to move away from these ideas and refine them in order for your own graphic design to be distinctive.
It’s not an easy task conveying one or more messages in just a single image. Every detail counts. And that’s what makes a logo powerful. Colour, typography, format, text, negative space – each element must serve a purpose and build a message to reflect the company. Sketching is a way to get these ideas out on paper.
Graphic design is all about elements working in harmony, including shape, proportion and symmetry – a bit like drawing a face or a hand.
Click to find online drawing lessons if you need some help improving your drawing skills.
Step Three: Finishing the Logo
Following on from the sketches that you like and the ideas that have come from the previous stages, it is time to finalize the logo.
Whether you use a creative agency, a graphic studio or a freelance graphic designer to create your logo, one thing is for sure: a professional will be able to explain their creation and justify their choices.
In all cases, a logo must be submitted to several people before being validated. Everyone will have a different perception, which will help you make any necessary adjustments and finalise the perfect logo. Why not try your hand at drawing a 3D logo for your company?
What Software Should I Use to Create a Logo?
Logo design is a creative endeavour that can’t be rushed or improvised. For this reason, many people like to use software to help them create the perfect logo.
You can easily find online logo design sites that let you easily create a logo in just a few clicks. For sites like this you don’t need any specific knowledge of graphics, or even how to use a logo generator, as it’s all so simple to navigate. When creating a logo, it’s also crucial to make sure that it can work in all possible formats in order to be applicable to different media too. Software options include:
- Adobe Illustrator, a vector graphics software specifically for creating logos, icons, drawings and typography.
- Gimp, a free alternative to Adobe's paid software that can be good for sketching.
- Photoshop is an image editing software that works with a grid and pixilation system.
- Canva. A browser-based option that is great for coming up with simple ideas.
Conclusion
Designing a logo can be a really crucial business decision. Even if you have some rough ideas in your head and want to get them out on paper before using logo making software, some drawing classes might help you to get your creative juices flowing.
If you're ready to start sketching your design, you can find a drawing class london to start building your skills, or employ the help of a graphic designer to consult and get the ideas from your head, to paper, and finally to a quality finished design.
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Very much Informative. I love your blogs and already a follower of it. I think that when it comes to logo designing its very necessary for new business to have a Logo Design that perfectly resembles their business and a complete designing solution to connect with its consumers.
I think the concept is a core element when looking to design a logo for a business, the logo has to make a connection with the consumer this can be a pretty hard thing to do.
Very much Informative. I love your blogs and already a follower of it.
Nice post. Already a follower of your blog.. i think concept is a core element when looking to Need a logo design for a business which has to make a connect with its consumer and that is why the custom logo design is a pretty hard thing and is not everyone’s cup of tea.
Very Informative. I love your blogs and already a follower of it.