What should the logo be:
Easy to remember - then customers will quickly recognize the brand at first glance.
Unique - the logo should be original to effectively distinguish the brand.
Simple - simplicity makes a logo look elegant and professional, but above all easy to remember. You probably know brands like McDonald's, Apple, Pepsi, or Nike - these are the best examples of simplicity in logo design.
Versatile - it should look just as good online as it does in print.
Distinctive - should reflect the values, ideas and character of the brand, conveying a message or atmosphere.
Briefing, i.e. getting to know the client and determining the scope of work
The logo design process begins with a Brief and a thorough understanding of the client and their expectations. It involves obtaining any materials and answers to questions about the company, its history, target group, aesthetic issues and, above all, whether the company has a brand strategy, communication and marketing strategy - which would allow for understanding the brand's assumptions and better performing the task at hand.
Brief or customer analysis
Choice of typography and colors
Choosing typography and colors is a key stage in logo design and brand visual identification. Properly selected elements affect not only aesthetics, but also perception and associations related to the brand.
When choosing typography, you should pay attention to readability and style consistent with the brand's character. You should consider whether you want something modern, classic, or maybe more fun?
The logo's colors must be consistent with the brand's visual identity to maintain full consistency. When choosing a color scheme, remember about the Psychology of Colors: colors have strong associations and affect emotions. For example, red can mean energy and passion, blue - trust and professionalism. The choice of colors should be consistent with the brand's message and affect its recognition. When choosing colors, you need to consider contrast, which will ensure visibility and readability. Remember about the monochrome version.
The colors and typography should look good both on the website and on printed materials, e.g. business cards.
what colors and font to choose
Inspiration and Competition Analysis
The designer, before the design process, looks at inspiration from ig database various sources, trying to find a unique direction to design a logo that is unique. At the same time, he analyzes the logos of competitors to avoid similarities and stand out in the market.
Choosing a logo type
Before a graphic designer creates a professional logo, they must first consider the type of logo. Here are the options:
Logotype (eng. wordpark) - a graphic form of a sign that consists solely of letters written in a characteristic font. It is a good choice, especially when the company name is interesting and catchy.
Monogram - a variation of the logotype, which is also based on typography. In this case, only the first letters, initials or acronym of the brand name are used (e.g. HBO).
Pictogram - this is a graphic symbol without any text. Pictograms have great potential, but it should be remembered that due to the lack of text (company name) achieving recognition may require much more time.
Abstract symbol - a logo usually based on geometric shapes, creating a unique effect. An example of this type of logo is Nike.
Emblem - a classic style resembling a coat of arms or seal.
A composite logo combines both text and graphic elements. It is a good solution for companies that are just entering the market.
The creative process and first sketches
Logo creation begins with sketches on paper. The graphic designer draws various concepts, trying to find the perfect solution. This stage is the creative process that forms the foundation of logo design.
preliminary sketches
