What goes into logo design?

Designing a logo is a foundational step in establishing your brand's identity, it's often where your small business's visual journey begins. A well-designed logo should not only look appealing but also convey the core essence of your brand: who you are, your values and what you offer.

Welcome to the Start of Your Brand Journey

Before jumping into designing a logo, it’s important to clearly outline your brand’s message and target audience. These insights will guide you and any designer you collaborate with.

Steps to Help You Define Your Brand

1. Background

Write a concise description of your business. Focusing on your mission and core values. What drove you to start the business, and how should these be reflected in your logo and overall brand identity.

2. Audience

Identify your ideal customers. Explore their demographics like age, gender and interests. Consider how your products or services meet their needs and what benefits they gain from working with you.

3. Personality

Imagine your brand as a person. How do you want to be perceived? List five adjectives that describe your brand. List 5 emotions your brand needs to convey. Should you come across as professional and corporate or empathetic and nurturing?

4. Colour

Develop a colour palette reflecting your brand. Start with choosing 5 colours. Consider industry norms and the emotional impact of colours, avoiding personal biases that might not serve your brand.

5. Typography

Choose fonts that match your brand style and personality. Focus on readability. Avoid fonts that could hinder legibility when used in long paragraphs of text.

6. Preferences

Create a mood board of design elements like styles, layouts and images that speak to you. This can help visualise what works and what doesn’t. This is a good time to experiment.

7. Competitors

Investigate your competitors' style and strategies.Examine what works for them and identify how you can stand out, leveraging your unique strengths.

Logo and Brand Identity: DIY vs. Hiring a Designer

With a clear understanding of your brand, consider the pros and cons of DIY design versus hiring a professional.

Do It Yourself

PROS

Cost: Tools like logo generators can be budget-friendly.

Creative Control: Total autonomy over design decisions.

Learning Experience: A hands-on approach could be a valuable learning opportunity.

Personal Connection: A self-made logo can create a deeper personal connection.

CONS

Limited Experience: Lack of design experience may result in a less professional finish.

Generic: Logo generators reuse the same formats, leading to designs resembling many others.

Time Consuming: Designing a logo and brand identity property is a long process.

Inconsistent Quality:  DIY logos suffer from quality limitations, affecting your credibility.
Bias: Self-designing makes objectivity challenging, leading to biased choices.

Hiring a Designer

PROS

Expertise: Access to skills, tools and experience you don’t have.

Customisation: Full customisation to design your logo to specific needs.

Originality: A logo that is unique and distinctly yours.

Consistency: Develop a strong and impactful brand identity for consistency.

Efficiency: You're free to focus on your business knowing your brand is in good hands

CONS

Cost: Requires an investment in your long term success.

Communication: Essential for sharing vision and feedback to achieve the best outcome.

Ongoing support: A comprehensive brand guide can facilitate independent management yet you may still require periodic professional input.

Time Constraints: A well designed logo and brand identity requires patience.

Alignment: Selecting a designer who resonates with you is important.

Logo Types

When choosing a logo type, understanding the varieties available can help you make informed choices. Here’s a brief overview of some common types:

Wordmarks

These are text-only logos featuring the brand’s name in a stylised font. Simple yet memorable, they work wonderfully for brands with distinctive names like Coca-Cola, Kmart and FedEx.

Brandmarks

Symbol only logos use an icon to represent the brand without text. Best suited for globally recognised brands such as Apple, Target and Nike, these logos rely on strong symbolic identity.

Lettermarks

Comprising a brand’s initials, these logos are practical for brands with longer names, offering a compact and effective representation. Examples include IBM, HBO and CNN.

Combination Marks

These logos combine the advantages of both imagery and text. Providing versatility and clear messaging. Brands like Adidas, Burger King and Mastercard employ this style to support and enhance the brand identity.

Emblems

Often traditional and badge-like, these logos impart a classic or vintage look. Starbucks, Harley Davidson and Paramount are notable brands that use emblem style logos.

Frequently Asked Questions

1. What’s the Difference Between a Logo and a Brand Identity?

A logo is the visual symbol of your business. A brand identity comprises a comprehensive system including your logo, color palette, fonts, imagery, tone of voice, and messaging, it’s like the blueprint of your brand.

2. Should I Follow Trends When Designing a Logo?

While it's useful to be aware of design trends, your logo should prioritise enduring value over short-lived fads. Focus on what authentically reflects your brand’s mission and values to ensure longevity.

3. How Important is Colour in a Brand?

Colour plays a critical role in brand identity, as each shade can evoke specific emotions and associations. Choose colours that align with your brand personality and evoke the desired feelings within your audience, while being mindful of cultural and societal perceptions.

4. Should I Redesign My logo?

Consider a redesign if your business has significantly evolved or your current logo appears outdated. Frequent changes, however, can dilute brand recognition and credibility. Major shifts might warrant a refreshed logo, but ensure consistency to maintain brand identity.

5. What Technical Aspects Should I Consider When Designing a Logo?

• Ensure your logo is in a high-quality format; at a minimum have a 300 dpi JPEG. 

• Have multiple logo orientations for flexibility, such as a horizontal version for website headers and a stacked version for social media profiles.

• Create alternative colour variations for versatility. Consider having versions for both light and dark backgrounds.

Useful Tools

Adobe Photoshop: For image editing and manipulation.

Adobe Illustrator: Ideal for creating vector-based graphics like logos and illustrations.

Adobe InDesign: The go-to tool for layout design, especially for print media.

Figma: A favourite for web and app design, with collaborative tools.

Canva: Great for quick designs, though not quite as powerful as Adobe’s suite.

Slack: Used for real-time communication.

Asana, Monday: Great for managing projects, tasks and timelines.

Dropbox, Google Drive, OneDrive: Online storage and file sharing.

Where To Go From Here

Designing a brand identity is about more than creating a visually pleasing logo. It's about capturing your brand’s core essence and building a lasting connection with your audience. Whether you decide to DIY or hire a designer, appreciate the thought and effort integral to effective design.

Remember, a strong logo is just the beginning. As you establish your brand identity, revisit and refine these foundational aspects to ensure they continue to align with business growth and market trends. If you're ready to transform your brand vision into reality, consider reaching out to design professionals who can elevate your business to new heights.

Interested in working with me?

Reach out today at hello@elisemaunder.com.au