Including 7 key steps for creating a logo you love
March 23, 2022
Are you in the market for a new logo design? Maybe you have a new brand to launch or simply want to learn more about designing a logo for your brand. Here is my designer’s guide for creating a brand logo.
In this guide, you’ll learn:
A logo is a symbol, image, type or combination that identifies a brand. Logos are utilised to convey ownership of a company, product or service. A logo is also core part of your brand identity design.
A good brand logo design should also be memorable and strive to tell the brand’s story. This is important to help create an emotional connection with the target audience.
From a technical perspective, the logo design should work well in all branding environments and be scalable to large and small sizes.
In most cases, yes. There are some exceptions where a startup business can succeed initially without one. But, as a rule, a well-designed logo is essential for growing the brand and retaining loyal customers.
So it makes sense to prioritise a logo design when setting up your business to gain those benefits from the start. Essentially you need a logo if:
A logo can contain a logomark (the symbol or icon) used on its own or in conjunction with a logotype (text design) to create the logo. Most logos utilise these two elements to create the core brand logo.
However, brand recognition can be so good over time that the logomark or logotype in isolation is strong enough to identify the brand.
Another element of logo design is colour, and this, along with font styles, can be used to create brand style guidelines.
In most scenarios, your logo may not accommodate a tagline, but in some cases, it can work.
For example, on-screen branding usually has limitations on size and shape. Because of this, the tagline might be illegible in some scenarios and detract from your brand. Despite this, incorporating a slogan may work when you want to feature your logo as a hero element.
When there is such a requirement, I like to create a logo variant, or a lock-up, that includes a tagline if one exists for the brand. For a more robust solution, we can utilise responsive logo design.
You may have heard of the term “responsive web design”. It refers to the ability of a website design to adapt to the constraints of the device used to consume the content. This advancement in website design was born through the increasing dominance of mobile device usage.
In simple terms, responsive web design works by automatically adjusting the website design based on the device width. This ensures that the size of elements and layout works no matter how the user decides to view the website.
This design method led to the popularity of responsive logos, where the logo design is adjusted to suit the space available. As a result, a logo can retain more detail on larger screens and adapt as the screen space decreases - the best of both worlds.
Your brand logo package should contain all logo variations created for print and screen use. In addition, some usage instructions should also be provided, such as the priority of logo variant, colour specifications etc. I like to create a folder structure with the usage intent (screen or print) top in the hierarchy, followed by the logo structure variants like the example below.
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