By OCI
I have a confession – until recently I’ve had a love/hate relationship with logo designs. Coming up with the perfect one can seem like an overwhelming process. There are so many possible directions to go in! Do I want to work just with type or include a graphic? And don’t even get me started on choosing the colors!
Here are the steps that I take when creating a logo for a business or brand:
1. Probe the Customer. Find out exactly what the company does. What do they stand for? What are they trying to communicate to their customers? Are there any colors or shapes that they love or would like to stay away from? Are there any company logos that they really like? How will they be using their logo?
2. Check out the Competition. What do their logos look like? Is there a symbol or color that seems overused by the competition? Remember, you want your logo to stand out.
3. Sketch. I like to get my ideas out on paper before turning to the computer. I always say that I have to flush out the trite ideas first, so my first few pages of sketches are usually burn worthy. But that’s okay, that’s just the starting point.
4. Review Design Sites. Think of it as a form of window-shopping. You have to know what you like in order to move forward. And I’m not suggesting to just review logos that are in the same industry as the company that you’re creating the logo for. Look at everything and see what stands out. Most of the time it’s a look or overall feeling that a logo gives that can be the inspiration for your new logo.
There are plenty of logo sites to go to for inspiration, but my favorite is logopond.com. I don’t think I’ve ever seen all of the logos in their gallery. You can also post your logo to this site and get feedback from others, which is great because you know exactly what you’re trying to communicate but a perfect stranger might see something completely different.
5. Get Feedback. Don’t be afraid to show your concepts to your co-workers and friends. Just because someone isn’t a designer, doesn’t mean that their feedback isn’t valuable. They might see something (or not) that you thought was obvious.
6. Narrow Down the Options. I suggest picking out your top 3-5 logos and working to finalize those. Make sure to test what each logo looks like when it’s large and when it’s shrunk down to business card size. You want to make sure that the logo works well in all sizes.
Getting started is the hardest part but once you find the logo that says it all, it’s the most rewarding feeling.
Do you have a favorite or least-favorite company logo? Share with us!
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