It is time for me to share one of my design secrets! Designing logos. It is not as easy as some people might think and it is definitly a process that takes time to develop.
Good logos convey the core of an organization and what that organization does. Your logo will have a huge impact on the first impression your business is going to make: It will give your customers information about your brand and let them know if it’s right for them.
Here are my steps for creating a logo:
- CLIENT DISCOVERY
Get to know your client, what they stand for, their market and what they hope to achieve.
- RESEARCH! RESEARCH! RESEARCH!
The hardest part of the design process can be the search for inspiration so research is key. Get to know what it out there. Get inspired. Make sure you know your market and make sure you know the designs trends so you stay relevant.
Start sketching and see what feels right and stands out. Some people prefer to sketch by hand, with paper and pencil and others go to a digital white board. Whatever works for you. This is the step that you play around, try anything and push your limits. Always think outside the box.
- LOGO OPTIONS
Once you feel like you have explored some descent ideas, start putting these into play. Create all the logo concepts you have been thinking about and try different formats and layouts.
Fonts are also crucial to your logo design. You want to pick a font that complements and completes your logo.
- COLOR STUDY
Color is also very crucial to a logo. I always start in black and white then move on to color. Color is key to a logo and brand. It is what you are also remember by.
- TAKE A BREAK
Now that you have a few options done, take a break and step away from the logo process. It helps to clear your mind and come back later with a fresh set of eyes. I usually like to sleep on it and come back to it the next day.
- NARROW DOWN
With a clear mind and a fresh set of eyes, this is the perfect time to narrow down your logo options and see which one really stands outs from the group.
- FINE TUNE
We have a winner! Clean it the design, the file set up and make it ready for use. I always save the logo in all black, all white and a color option.
- TAKE YOUR LOGO OR A TEST DRIVE
Now it is time to use the logo together with the rest of the branding to see how it fits and works in different scenarios. From web to print, make sure you cover all the basis so you are prepared for what you might need in the near future.
Here are a few call outs on what NOT TO DO when designing a logo:
1. Don’t give in to the clichés of your industry. You’re a dentist so your logo needs to have a tooth in it? Definitely not. Think outside the box
2. Don’t make it too complicated. Simplicity is key for a memorable (and printable) logo.
3. Don’t try to be too trendy. Trends are fantastic, but make sure your logo won’t look dated in three years.
4. Don’t go with an amateur. Your friend/intern/cousin has used Photoshop before, so they can save you some money and design your logo? Just don’t.
And just like that, your business is ready to show the world its brand new face!