Don’t panic – you can leave the creative aspects of designing a logo to us. These tips will just help you to come up with the idea in the first place. Your logo is a powerful part of your branding; just think about the iconic logos you know which somehow manage to sum up a brand in one simple design. Getting there is a bit more complicated, so follow these tips and start the process to design your killer logo.
Jot, write and doodle
A great logo is the final product of a whole evolutionary design process, so don’t expect to hit on the perfect design straight away. Instead, focus on your company and its values: what do you represent? What do you offer your customers? How do you want to make people feel? Write key words and ideas down, then have a bit of a doodle (or input your key words on an image search engine if you’re not feeling creative!) to come up with some possible images which represent your brand.
Out of the images you’ve created, choose a few which stand out most to you, and which best encapsulate your brand ideas. At this point, you may well also need to add to your images, or combine two doodles together, to get a design closest to being fully representative, so have a play around and decide on 3 or 4 new designs you’re happy with.
The designs you’ve been experimenting with so far are just that – experimental designs. They are not logos. It’s almost certainly too detailed and complicated to be a logo. Now is the time to simplify. This is really stripping back the layers of design to get back to your key concept – just in graphic form, rather than words. Take out all the fussy elements of your design to leave clean, perhaps slightly abstract, lines. It might not work straight away, but have a play around with a pen and paper – who knows, you might come up with the next iconic logo!
If you already have brand colours, consider how to apply these to your logo. How will it complement general branding colours on website and print marketing? Will you have a colour-changing logo, to fit in with the branding of different sections of your company, or for different services? This can be a great way to create cohesive branding and create eye-catching designs. Anything is possible, but again, keeping it simple is the key. Most logos don’t need any more than two colours, and many use just one.
Even if you just consider some of these elements, it will help you identify the killer logo when you are presented with some options, and if you have strong ideas, it will ensure that they’re incorporated into your designer’s work. A great logo is just one element of branding, but it’s a key one to get right.