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"Which conventions are worth keeping? From there, you can start thinking about how to differentiate the new logo will from the tons of pre-existing ones." "While rain and other precipitation usually means bad news for snowboarding, that's not the case for snow-skateboarding," says Matt. In other words, the water droplet is exactly what differentiates his snow-skateboarding company from snowboarding companies that have a similar vibe and audience. If you follow my process, you will also go beyond your personal preferences or client’s subjective opinion for that matter.
Step 4. Sketch a variety of logo concepts
This is also the time to pose preliminary design questions about the desired look and feel, all possible use-cases and any must-haves or special requests. You will understand the project if you and the designer are on the same page. Each file format has its strengths and weaknesses, and choosing the right one depends on the specific use case of your logo. For print media and large-scale signage, vector formats such as AI, EPS, or PDF provide the necessary scalability and high resolution. Raster formats like JPEG, PNG, or TIFF are more suitable for digital display and web applications due to their compatibility and smaller file sizes.
How To Create A Killer Company Logo That Truly Reflects Your Brand - Forbes
How To Create A Killer Company Logo That Truly Reflects Your Brand.
Posted: Thu, 28 Feb 2019 08:00:00 GMT [source]
Designing a Logo for Your Brand
Choosing the right typography is a crucial aspect of logo design. It helps to convey the brand's personality, set the tone, and enhance the logo's message. When selecting appropriate typography, several factors need to be considered. Once the final logo design has been signed off, providing that it is not the end of the project based on the client’s needs.
Phase Three: Design
Do you want a logo that’s just your business name (a wordmark), or would you be better off with some kind of icon or shape to help represent your brand? What your logo is used for and who it appeals to is going to impact your design choices. In short, logos are used to help brands, professionals and products stand out.
Each concept has its PDF, ranging from 5-10+ pages depending on the project's scope. As we said before, colour is subjective, and a simple hue shift can make a difference. If we want to be communicated to find anything that fits the bill, a stylistically ‘close’ font may be customised to fit the project's needs. The ‘idea’ is given a new viewpoint when it can be viewed on a screen, allowing us to observe any immediate concerns that may have been overlooked in the sketch. Even organic shapes can be improved with a constructed grid, be it how the logomark could sit alongside the logotype. If they are doing things badly, we can quickly know what to avoid to help our clients succeed.
The truth is, today’s most famous logos have managed to attain recognizability by adhering to certain principles of design. When looking for inspiration, don't limit yourself to just looking at other logos. While that can be a great starting point, try observing everything around you and soak up all the inspiration you can find. You'll see billboards, and instead of looking at the message, you'll be observing the typography or the color combination.
What Color Should Your Logo Be? How to Pick the Perfect Color [Infographic]
It also entails conducting audience analysis to identify preferences, demographics, and key touchpoints. This research phase provides the designer with insights and knowledge to inform the subsequent design decisions. The lessons do not require a specific design application to follow along, and I won’t be demonstrating how to create specific designs. After all the research I carried out and concepts that I experimented with I kept coming back to this simple & effective logo… one without any animal figure.
The Rich Designer Book
Additionally, we’ll walk step-by-step through a project simulation so you can get a hands-on look at a client workflow. In the image below you can see the logos from the above image with the same purple background. And remember, at the end of the day, your logo doesn’t build your brand—your people do. If you ended the last phase with several different options, now’s the time to narrow down.

The reversal of black and white has a tendency to expose subtle design flaws or worse, unintended symbolism. While the design process can vary from designer to designer, Tyler Littwin shared his process with me. But it took six weeks of concepting to come up with the simple elephant logo. Here are other initial ideas that were produced before the elephant was chosen. And it will help you feel confident when choosing the perfect logo for your brand—if you’re a business owner. Each aspect of your logo, whether it is shape, font or colors—can help you influence people’s perception of your brand.
A strong brand creates instant recognition and helps you identify your customers (existing and potential). The bigger you build your brand, the better opportunities you'll attract for your business. Let’s talk about your logo, branding or web development project today! Everything from letterheads to business cards or marketing materials can be created. The initial logo design presentation is exported to a secure PDF format, allowing them to view it on screen or print it out.
SVG is ideal for responsive websites and interactive media where scalability and interactivity are essential. ICO format is designed for icons and is commonly used for favicons and mobile app icons. During one of my experiences sketching and conceptualising ideas for a client's logo, I had a unique encounter.
We advise clients to at least spend a few days to a week with the initial concepts, although first impressions are always worth noting. Again, alternative colour schemes may be presented to the client at this stage to help visualise the concept's potential. Once we have a handful of typefaces appropriate to the Brand, we will explore how they look side-by-side with the logomark symbols created previously. This can be advantageous, as it creates a unique quality for the Brand; however, expanding this to a bespoke font may add to the costs involved. We will have a general idea of the style of typeface we are looking for, such as a contemporary sans-serif or old-style serif.
An added benefit of these early, rough sketches is that they often have an innate sense of proportion and balance. This makes them quite helpful as a reference layer when the designer is ready to begin digitally tracing the logo. Converting things from one form or medium into another can guide thoughts in totally new and exciting directions. One idea leads to another—and then you’re off on the ideas trail. The best moodboards show a clear trend and appeal to a specific audience. The screen design software Sketch is a great way to quickly organize images into a moodboard for presentation to clients.