How Do I Design A Logo?

By on 01/20/2014

I am often asked, “How do you design a logo?” Whether you are a do-it-yourselfer or budding graphic artist, there is a process to logo design. Confirming that we have established the commitment to having a successful logo, how exactly do you design it?

Begin the logo design process by considering the company’s overall identity and brand. What are its core value and beliefs? This is the litmus test that will be used each step of the way. Simply ask yourself if the design choices you are making honors the company’s character, integrity, and mission? So what are the next steps?

How To Design A Logo – Step By Step

  1. Hone In On Your Message. What do you want to communicate, what emotion do you want to emote, what tone do you want to convey? You have to know where you want to go in order to find a way to get there so put on your business hat. Be analytical, do research on your target audience, industry standards, and competitors.
  2. Brainstorm And Conceptualize. Let the fun begin! Get out the sketch pad and flush out those ideas. Write the company name in all lower case letters, then all upper case. Are there contours and shapes within the letters of the company’s name from which you can play? Is there a company product whose silhouette frame can be mimicked? Be clever, find a way to convey it without actually saying it? At this step it is important to focus more on ideas than the actual architecture.
  3. Play With It Digitally. More fun! Time to put away the pencil and start with digital construction. Use different typefaces and notice any ligatures that can be joined. Is a soft and curvaceous font more appropriate to use than a bold Egyptian slab serif? If you did a thorough step 1, you will design on purpose and not based off of personal preferences. This is why it is a good idea to consult or hire a professional designer.
  4. Perfect And Execute. Time to perfect every twist, turn, line, and area of negative space in the logo. Don’t make the detrimental mistake of using image manipulation software to create a vector insignia. If creating an impactful logo and marketing strategy is not your forte, hire a professional design company that has a proven track record.

As a professional designer I find the design process intoxicating. After completing the arduous tasks of efficient research, paddling through the brainstorms and deluge of flashing inspiration, and birthing the monumental deliverance of an impeccable logo, the earth moves. Design is a beautiful thing. “Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” ~ Paul Rand

Remember – Don’t steal designs. Don’t steal fonts. Keep it simple. Avoid detail.

Above all, if you followed the design process, trust yourself and your design. If you ask a thousand people what they think, you will get a thousand differing opinions which can take the joy out of anything.

Always design on purpose. Always stand by your design.

 How Do I Design A Logo

The logo for Seasons Landscapes is a solid example of purposeful design. Seasons Landscapes is a full service landscaping and maintenance company. They provide a wide range of services to both residential and commercial clients, including design, maintenance, and irrigation.

Black Bear Design used the litmus test of making sure their design choices were in alignment with the company’s identity and brand. “The clean edges of the leaves conveys the idea of the maintenance that is provided in landscaping. The alternating sizes of the leaves provide a unique contrast to the structured type. We used a simple and elegant sans serif typeface with a rich brown that has an organic feel along with complimenting earth-tone colors.”

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