How to Design a Logo

Google. I bet the first thing you just thought of was the logo. That’s because it is memorable, colorful, and designed by an expert that knows how to grab someone’s attention. I think most of us can agree there are generic logos in the world that we easily forget, and then there are great logos that we will always be able to recognize (even without the brand's name attached). What is it about a logo that makes it recognizable? What is it about the design that can elicit a memory or even a specific emotion? If you are in the process of creating a logo for a company, you are in a unique position to make a powerful impact on how consumers perceive a brand.

Adobe Illustrator, or any equivalent software

Start with a story. Companies are created to make money, and in order to make a profitable business, they need to be able to sell themselves just as well as the product. Buyers connect much more strongly to stories than they do to the basic facts of a product. When we look at Coca-Cola, we do not just see a tasty beverage; we also see polar bears, and the infamous white script letters. Step outside of what the company does and figure out why they do it. The “why” is the root of the story.

Next, make thumbnail design sketches. A thumbnail sketch is a small, quick, crude drawing of a logo idea. It is important not to be too hung up on one design, and just get as many ideas out as you can, as quick as possible. From that point, pick five designs you like the best, and improve on them. Make them bigger and more detailed. Maybe throw some colors into it. Send the five sketches to the client, and ask for any feedback. From that point, you will know what they like and do not like. After a couple more rounds of revision, the client should be set on a specific design.

Now you have to bring the logo to life. The most popular logo developing/editing software is Adobe Illustrator. That is my go-to program. I will save you from the boredom of going in depth of how to use Adobe Illustrator. Pick a font that fits, for example; there should not be a crazy font on a logo or a law firm, because that would be seen as silly and unprofessional. There are two main type of fonts: Serif and san serif. A serif font is a font with “legs”, and sans serif is a font without “legs”. Have some fun with different colorways. If the company doesn’t have a specific color scheme, this is where one can really experiment. Find out what fits with the “story”.

Once the logo is digitized and the colors/fonts are finalized, make up a couple of mockups. A mockup is a scale or full-sized model of a design, used for demonstration or design evaluation. An example of a mockup is a new logo on a sweatshirt or coffee mug.

You are finished! You successfully designed and digitized a logo for a company. I hope this guide was helpful, and that you learned something from reading this.