Designing your company logo

Step 1: Design Brief

Things to know before you start:

  • What does the company do?
  • Who are the company’s typical customers?
  • Who are the company’s business competitors?
  • How is the company positioned in the market compared to its competitors?
  • Does the company have existing design style guides (company colors, typefaces, etc.)?

 

Tips for Creating a Logo Design Brief

  • Formalize the briefing process with your client — if you take it seriously, so will they.
  • Make this step easy for your client by providing a design brief questionnaire or template so they know what information you are looking for, and also to give this process more structure.
  • Create a web page on your site or a document that discusses the basics, and the importance of, design briefs. You can use your guide to design briefs as an educational resource for your clients.
  • At the minimum, strive to cover these fundamental items in your design brief:
    • Target market
    • Message objectives
    • Existing design style guides and parameters (e.g., company colors, typeface, etc.)
    • Budget
    • Schedule, milestones, and deadlines

Step 2: Research

Following an industry design trend could potentially improve the association of a business to that industry. The downside of following design trends, however, is that it often means that the logo design becomes stale when the trend fades out of popularity, which is bad for logo designs that are ideally supposed to be timeless and unique.

Tips for Logo Design Research

  • Use your client’s resources to learn more about their business. Perhaps you can conduct interviews with some of their company’s staff members or request a meeting with their in-house designers.
  • Ask your client for a list of their main competitors during the design brief, and perform online research on these competitors.
  • Use logo design galleries for visual research and inspiration.

Step 3: Build the Design Concepts

This is your time to develop an often elusive good blend of great graphics that also convey the right message for your client. In this step, you are trying to encapsulate the diverse and complex nature of a business into a small and simple design, suitable for use in a multitude of different circumstances (business cards, marketing material, website design, and more).

For each logo design concept you create, you can ask yourself these questions:

  • Will this logo design work for my client?
  • Will this logo resonate with the client’s customers?
  • How does this logo fare against the competition?

Tips for Building Logo Design Concepts

  • Get all of your initial ideas down on paper and sketch out rough drafts, no matter how far out they seem.
  • Spend some time on brainstorming and idea-generation sessions. Read some tips on more productive brainstorming sessions.
  • Make sure your logo design concepts match the parameters of the design brief.
  • Refine the best logo design concepts into something you can show to others.

Eventually you will have something great and you can finalize your design yourself or get our designers to help you

Need more information?