Contact Form

Special offers for marketing & sales managers...

Special offers for marketing & sales managers...



Logo Design Steps

Logo design steps

The logo is not only the image but also the embodiment of an organization. Therefore, the process by which it is created has to be carried out carefully and efficiently. The first step in creating a graphic design, professionals need to identify consumers´ needs. For this purpose, they gather information about the market and the most effective strategies for the marketing of the product. The graphic designer needs to consider several factors that may have an effect on the impression conveyed by a logo, such as cognitive and cultural content, the physical impression of the company and its philosophy.

The first step in the designing of a logo is to think about what you want your business to represent. Consider your company’s objectives and target, and think about how to represent it graphically. Another important factor is that the name of your company appears in your logo design. As a starting point, the designer should gather with his client and find out which are the company’s preferences and philosophy, as well as its style and the image it wants to depict. Although graphic designers handle all the tools necessary to create a logo, they are not always familiar with some features of the company itself. Therefore, the client needs to let the designer know the most important characteristics of the company the logo will represent. To start with, the professional needs to know in which field the company does business and in which product it specializes. Whether it will compete in a national or international market is also important. Besides, we think it is convenient that he is acquainted with the social conditions, the beliefs and the tastes of the target, since a research in this regard will determine which style and approach will be more appropriated in order to succeed.

Designers also need to be familiar with the style of the company. Is it a traditional company? Or does it offer a new approach to business? Of much importance is also the image that wants to be transmitted through the logo. Does it portray an image of seriousness and safety? Since the aim of a logo is to etch in the memory of the target and make a good impression on him, it needs to speak volumes about the company. Decide what the company or product will stand for and let your designer know, so he can depict this concept on your company’s logo.

Next, you should examine the logos used by your competition in order to create a design that is completely different from the ones already devised. A good logo is the one that presents itself as a novelty, a new option in the eyes of the potential clients. Your aim is to design a logo that depicts an image of change, innovation and originality, and that offers a fresh new approach through the concept it expresses. That way, people who are used to one of your competitors will regard your company as a new possibility of change.

In addition, we recommend that you do an evaluative research on the effect colors and shapes have on people. It is necessary that, when choosing the colors you will use in your logo, you bear in mind the positive or negative effect they may have on the target. White, for instance, gives the idea of purity, modesty and life, while black symbolizes mystery and, most times, stands for impurity, evil and death.

Hire a designer to do the job. A good logo is one that is devised by a professional who is trained and updated on the last technology concerning graphic design. Provide your graphic designer with information about your company: its name, product, philosophy, target, etc. Get together with him and exchange ideas. Although your designer has the knowledge to devise an effective logo, it is important that he gets to know and considers the opinion of the person he is working for.

Once you get to an agreement, the designer makes a draft and, if this draft fulfills all the requirements, he devises the final logo. Be sure to register our logo as a trademark so that you are the only one to reap the benefits it will produce. A logo that is not registered is a logo that can be easily used by unauthorized companies and benefit third parties. In order that customers associate it with your business, your logo needs to appear in every material used by your company, therefore becoming an emblem and an identification mark.

Here are some other steps to be considered when getting started in the designing of a logo. In general, it is convenient that the name appearing in a logo is short. A shorter name is preferable to a longer one because short names can easily fit in the logo without the need to shorten them. In case the name of the company is too long to fit, it is possible to write the initials of either the company or its owners. After deciding on the words or initials that will appear on the logo, the designer- together with his client –will decide on the typeface and color to be used in the design.

Graphic designers use a variety of graphic computer software to help them in their designs. Software provide a great number of alternatives regarding graphic design, thus facilitating the work of the designer. Since designing applications are their main tool when working on a project, graphic designers have to use up-to-date computer and communication equipment.

Another key factor is how the logo will be used. A logo must be flexible enough to be effective in both large and small spaces. It needs to appear in all the material used by a company, like envelopes, advertisements, letterheads and even stamps. There are many ways of merchandising a product and it is fruitless for a company to have different logos for each means of advertising it uses, since a business needs to be identified by only one particular design. Therefore, a company’s logo has to be effective in all means and spaces: commercials, graphic material, leaflets and any other advertising media. The unique design of your logo should appear in all of your business materials: from packaging to business cards, envelopes and merchandising. That way your company will ensure that its logo is fixed in the minds of its clientele.

The uniqueness of a logo is of utmost importance to avoid confusion. A logo needs to be easily and instantly identified, and never confused with the logo of another company, since this would lead to the loss of potential clients. This uniqueness is important in the marketplace, not only among clients but also among suppliers and the general public. There needs to be something that makes the logo stand out from the rest and therefore establish an instant link between the mind of the person who sees the logo and the company that offers it. Fidelity is another key factor in graphic design, since the priority is to devise a logo that reproduces a company’s qualities, characteristics and aims with fidelity and exactness.

During the process of designing a logo, the graphic designer selects colors, artwork, photography, animation, typefaces, and other visual elements for the design. The size and the layout of elements appearing on the page is also up to designers. Colors are selected according to the product offered by a company, or the field in which it does business. Colors carry some amount of emotional content, and the designer has to be familiar with this fact so to make use of it and transmit the correct meaning and emotion to clients.

Letters should not be crowded in a Logo. There must be a separation between letters in order that these are legible. The space separating letters, however, varies according to its shape. Several studies have been done in this regard. Although we will not describe the arrangement of letters in depth, we will give one brief example that is relevant to the case. If you pay attention to the next word you will notice a difference in distance between letters: novelette. The distance between the “n” and the “o”, for instance, is not equal to the distance between the “e” and the “l”. Letters such as the “n” and the “h” are called complete. When complete letters appear next to rounded letters such as the “c” or the “o”, the human eye tends to perceive a distance between them that may affect the reading of the word. Therefore, when these kind of letters are placed next to one another to form a word, the space between them needs to be reduced.

The study of signs and symbols is another important aspect when designing a logo. An appropriate use of semiotics leads to the proper conveyance of a message and the correct interpretation of it by the target. Since a logo represents a company, its stuff and its product, it is important that what is seen is in congruence with what is meant to be understood.



What is a Logo?

Logo Designers

Logo Design Steps

Corporate Logo Design

Custom Logo Design

Good Logo Design

Logo Design and Color Psychology