Creating a logo can be a very complicated task or sometimes even impossible. So how can you create a logo for your business with the minimum cost and effort, and without previous experience? We will provide with a complete guide on logo creation: how to create your logo, what impact on your brand image and others.
How to create a logo? What is the difference between your logo and brand?
One of the most common confusions we observe is the difference between logos and branding. It sounds complicated, but the difference is quite simple:
Your brand is the set of perceptions people have of your company. In other words, it is the overall impression that your company leaves with the customer. Anything can leave this impression, such as your ads, your customer service, and yes, your logo too.
It’s true; your logo is part of your brand image (and not the other way around). For example, if the Apple logo is iconic and immediately recognizable, it is not the only thing that creates their elegant, easy-to-use, and user-friendly brand identity. These qualities show through their design choices in billboards, advertisements, website design, and on-site store layout. The logo contains a visual association with these things. Moreover, let’s be realistic. Apple would not be the same without this cute and partially eaten apple.
How to create a remarkable logo?
A logo has a significant impact on how your customers will perceive your brand. So, of course, you want your logo to be exceptional. However, how do we get there?
We will try to explain what you need to know to create the perfect logo for you and your business. Whether you are looking for your brand identity or making the right design choices, we are here to help you:
How to create a logo in 5 steps:
- Understand why you need a logo
- Plan before you start designing your logo
- Define your brand identity
- Finding inspiration
- Discover the competition
- Create your logo
- Choose your design style
- Find the right type of logo
- Pay attention to color
- Choose the right Font
- Create your business logo
- Evaluate your logo
- What not to do when designing a logo
- Use your logo
1. Why do you need a logo, and why does it have to be great?
Business is really like a date – you try to attract the right customers and make them fall in love with your brand. This is what will encourage people to take an interest in you and try to learn more about you. Your logo will have a considerable impact on the first impression your company will make.
Because your logo is an essential part of your brand, you want to make sure it is well done. All your communication tools will have your logo. It will impact your customers from your website, packaging, and business cards. Make it count! A professional logo design does not only have the power to communicate what you represent. It will also give you an excellent first impression and help you stand out from the competition as we said.
2. Before you start creating your logo
Define the personality of your brand
You want your logo to communicate the personality of your brand. To do this, you must first understand what the main personality of your brand is. Once you have a clear idea of what makes you unique and what your brand is, it will be much easier for you to make design choices that complement this image.
Here are some questions you can ask yourself, to get to the bottom of your brand identity:
- Why did we create this company?
- What are the beliefs and values that are important to us as a company?
- What do we do better than others?
- If we could describe our brand in three words, what would they be?
- What are the three words we would like our customers to use to describe us?
- What makes us special?
The most challenging part of the design process can be the search for inspiration. Happily, we have some tips for you that will make your job easier.
Start with a brainstorming session
Perhaps you are a conceptual person and would like to start by gathering verbal ideas. An appropriate brainstorming session can exactly be what you need to determine the look and feel you are trying to achieve. Here are three steps that will help you find creative ideas:
- Follow the rules of brainstorming: Brainstorming is about getting all the ideas out (even the terrible ones) and writing them down. Even a horrible idea can trigger a conversation that leads to a great solution.
- Think like your audience: Make a list of words that describe your brand and how you want it to be perceived. Think like a person in your target demographic and always remember what would be necessary for them.
- Involve everyone: Brainstorming with one person is good, but only diversity will make magic happen. Bring people from all departments or even friends and business partners. The more perspectives, the better.
Make a mood board
If you are a visual person, a mood board can be the perfect tool to inspire you to create the right business logo. You can create a real board by cutting and pinning printed images or by making a digital board (Pinterest or Behance would be the simple choices here). Collect all the pictures you feel attracted to – they may be other logos, color combinations, illustrations or graphics, go crazy! You’ll see, your mood board will reflect in no time the style and design characteristics you’re going to adopt.
Keep an eye on the competition
The best place to borrow ideas? Your competition! Check out what already exists, what works well with your audience, and what you should avoid. While harassing these other companies, think about what makes them different from you and how you can highlight these differences in the design of your logo.
Make sure you stand out clearly from the competition. If all the other companies in your sector are moving into monochrome, you may want to choose a color to stand out. If everyone is traditional, a smart and modern logo may attract attention.
3. How to create the logo for your business
Now that you have a clear idea of your brand and feel inspired. It’s time to start translating it into the design and create a logo for your business. There are many different elements involved here, from colors, shapes, and graphics to typography. Isolating each component and what it can do for your logo will help you do things step by step, rather than being overwhelmed by the entire design at once.
Choose your design style
When you think about your logo, the first thing you want to do is to choose the right aesthetic design for your brand. No one style suits everyone, choose only what is best for your brand.
Cool logos can be fun and exciting, but they can quickly become obsolete. A classic style gives you better resistance and can help you reach a wider audience. This aesthetic remains simple and does not venture into color palettes, graphics, or crazy fonts. A classic style explains to people that you are reliable and down to earth.
There is a reason why vintage and retro design has been in fashion for some time now. They instantly remind you of the past and evoke romantic feelings of nostalgia. A vintage logo tells customers that the story is important to you and that everything you sell is well done. Worn and hand-illustrated logos in brown and beige blend in perfectly with this aesthetic.
Modern and minimalist
Brands often choose a clean and minimalist style to communicate how fresh and modern they are. This style uses much white space, minimal details, and simple lines, which often results in smooth and refined logos. A minimalist and modern style shows your customers that your brand is up to date, cool, and knows what matters.
Fun and eccentric
It is a popular choice for brands whose target young customers. The fun, colorful, and cute style using symbols or illustrations helps to create a positive and friendly atmosphere. Choose a soft illustration to show off the playful character of your brand.
The artisanal style conveys a clear message: this brand is unique and is synonymous with artisanal quality. The style blends well with other aesthetics, such as vintage, to get the message across. However, it can combine with minimal and fun styles for a simple and sophisticated look as well as a young and bright look.
Can’t you pick one?
When you create a logo for your business, the styles are not mutually exclusive: simply mix and match them to your brand. For example, your brand can be both traditional and fun.
Find the right type of logo
In addition to the general style, there are seven main types of logos to choose from when you create your logo. You can choose the one that best suits your company’s name or general aesthetics, or combine them to create something unique.
Letter marks (or monogram logos)
Lettermark logos can be perfect for streamlining your company’s logo, especially if your name is very long or difficult to remember. Many companies choose to use their initials, think of HP, CNN, or H&M. These monograms can be perfect for minimalist logos, but don’t forget that they are not very good at expressing what your company represents.
Wordmarks (or logos)
Wordmarks are a straightforward way to use your company name as a logo. To give them personality and recognition value, they are all about typography – just look at the logo of the ONE wordmark. If you have a great name for your brand, this may be the best way to bring it to the forefront.
Pictorial marks (or logo symbols)
Pictorial marks or logo symbols are what we think of when we hear the word “logo”. These are easily recognizable iconographic images that represent your brand with an illustration. You can choose something simplistic or more complicated, but be sure to select a symbol that creates a unique connection to your brand.
Abstract logo marks
Abstract logo marks are geometric shapes that do not establish an immediate link with an existing image but create something entirely new for your brand. An abstract logo will condense your company into a symbol that is truly unique to you.
Mascots are a fun way to give your brand a personality. They are often colorful and caricatured characters who represent your company in a friendly and accessible way.
A combined brand does what it says on the box: it combines a symbol with a wordmark to create an easily recognizable logo. The brand name is either placed next to the symbol or integrated into the graphic element. People will associate both elements with your brand, allowing you to use them alone or together.
Like combined brands, emblems are also often a combination of words and pictorial elements. These are usually texts that combine with a symbol or icon, such as badges, seals.
Pay attention to color
Colors can have a ton of different meanings. The psychology of color is complex, but colors have certain emotions and ideas attached to them. To learn more about color theory, read the below:
- Red: Red represents excitement, passion, and anger. It is an excellent choice if your brand is strong, young, and wants to stand out.
- Orange: Orange is much less prevalent than red, but it is just as energetic. It is a vibrant, invigorating, and playful color.
- Yellow: If you want to look accessible and friendly, yellow is the right choice. It gives off joyful, affordable, and young energy.
- Green: Green is extremely versatile and can work for any brand. It is particularly perfect for anyone who wants to connect with nature.
- Blue: Blue is a very classic and common choice. It is soothing and fresh and symbolizes trust and maturity.
- Purple: Purple can be your ticket to look luxurious. Depending on the shade, purple can be mysterious, eclectic, or feminine.
- Pink: If you focus on girls, nothing works better than pink. However, that’s not all! With shades such as pastel pink, millennial pink or neon magenta, pink can give your logo an adult and cool look, but always young and feminine.
- Brown: Brown may seem like a strange choice of color at first, but it works perfectly for robust and masculine vintage logos. It can give your brand a unique, handmade, and aged look.
- Black: If you are looking for an elegant, modern, and luxurious look, black will be an excellent choice. A minimalist black and white logo is the ideal solution if you want to keep it simple.
- White: Do you want your logo to be clean, modern, and minimalist? Use much white in your logo. As a neutral color, it works in combination with all the other colors but adds a clean, young, and tight touch.
- Grey: Grey is the ultimate color if you want to get a mature, classic, and serious look. Darker shades seem more mysterious, while lighter shades are more friendly.
Of course, you don’t need to paste a monochrome logo using a single color. However, you can combine several colors and tell the complete story of the brand’s colors. To choose colors that go well together, take a look at the color wheel.
The complementary colors are located directly opposite each other on the color wheel. They bring out the best in both colors and create a very dynamic look.
The analog colors approach each other on the wheel. If you want the colors of your logo to be harmonious, they will work well together.
The triadic colors are from three equal sections on the color wheel. Choose them for a stimulating and bold effect.
Choose the right font
To create a perfect business logo, you want to choose a font that completes your logo. There are four basic font types that you can use to give your logo a unique look:
Serif fonts can make your logo classic and high-end. The wheelbases are the small “feet” at the end of the letter, which makes them a little more outdated. They are very versatile and can be perfectly adapted to any design, but are particularly suitable for vintage, elegant or classic designs.
Sans serif fonts
Sans-serif fonts are perfect for a modern and clean look. They do not have the small feet that serif fonts have, which makes them very elegant and straightforward. They work very well for modern brands.
The fonts are reminiscent of handwriting. From elegant calligraphic fonts to casual and down-to-earth scripts, there is a wide variety there. Use them to make your logo more individualistic.
Display fonts are decorative fonts that are very stylish and attract attention.
Your typography can become very powerful when you combine different fonts together. Find out how to select fonts for your brand in this guide.
Gather your design elements
Now that you have an idea of all the different aspects of your logo, you need to make sure they work together. You will harmoniously combine them to create a fantastic logo for your business.
4. The logo design process
Now that you have considered all the necessary style points, you are ready to start designing! There are several ways to get a logo, so you should choose the one that suits you best. You can always contact a designer, but this is not the point. We want to create the best logo for your business at no cost (or at a small fee).
I will list a couple of ideas that can help you bring your design into life. I will unfortunately not give any company names as the purpose is more about learning. If you need any recommendation, please contact me via email and I can help you find the best option.
- Idea 1: Use online services that provide free icons and amazing fonts using drag and drop. These services give you generally 30 days trial for the premium version, which makes it FREE.
- Idea 2: Hire somebody on freelancers websites. There are many places where you can hire designers for $5, and they will do the work for you.
- Idea 3: Follow a tutorial on Youtube so that you can draw it yourself. This approach is the most challenging and at the same time, the most pleasurable.
Evaluate your work
Once done, you will need to evaluate your work. Here are some general questions to ask yourself when evaluating your logo:
- Will people immediately know what your company is doing?
- Is it simple and memorable? Will customers remember this?
- Is it versatile? Can it be applied to all the needs of your brand?
- Should it be redone in a few years?
- Does this set you apart from your competitors?
- Is it attractive to your target audience?
There are common pitfalls that await you when you create your business’ logo. Here are some tips on what not to do:
- Don’t give in to the clichés of your industry. Are you a dentist and your logo must have a tooth in it? NO. Please avoid generic logos.
- Don’t make it too complicated. Simplicity is the key to a memorable (and printable) logo.
- Don’t try to be too fashionable. The trends are fantastic, but make sure your logo doesn’t look dated in three years.
- Don’t go with an amateur. Has your friend/intern/cousin ever used Photoshop to save you money and design your logo? Just don’t do it, that’s all.
We hope that these tips were useful. If you have any comments, please feel free to leave us a comment or drop us an email, and we will get back to you.