It All Starts With a Great Idea
Designing a great logo is complicated, more complicated that you would think. Designing a great logo is simple, more simple than you would think. Now, can it be both?
If you do it right, you will take into consideration many factors throughout the logo development process, making it feel complicated – mentally. As you take all the factors below into consideration, you may arrive at the destination best described as, “Yeah – THAT”S what I want!”, making the entire process come together and feel so simple and satisfying.
The following suggestions apply whether you are creating a logo for your embroidery business or for a customer. A great logo is worth the effort, as it will stand the test of time and become a key part of the business. Nike, Mercedes, McDonald’s – these are quintessential examples of great logos.
Start by selecting something that inspires you or the customer for whom you are creating the logo. Creativity sometimes strikes when you combine a couple of ideas. Think of words that describe the nature of the business, their products or their service.
Free associate with the customer – what words would they use to describe their company? Encourage them to go out on a limb and list more than just their products. How does their product make customers feel? How are they used? What do they do? What problems do they solve? Go for it – these words will give you insight when you are ready to design the logo! When you think of a bank, you think solid, institution, staid, suits, conservative ties – so a swirly scroll lettering font does not seem to make sense, right? Would you use a fly fishing image? Not likely, it does not line up with the product category very well. Choosing appropriate subject matter becomes easier, as does selecting the style, colors, weight, balance and shapes.
By clearly visualizing who your customer is (andy maybe who their customers are) and with some creative thinking, research and planning, the end result should be a logo that immediately identifies the company, and clearly communicates the product or service. This is key to a successful logo design and should always be foremost in your mind while conceptualizing your design.
Once you have the concept, start sketching it out quickly to come up with ways you can execute the idea. Start in black and white, and think “broad.” Make these initial sketches clear, legible and reproducible without any distracting features. Do not worry about getting to detailed… you are trying to come up with the right starting point at this stage. Once you have the concept where you get that “YES!” feeling, adding great color, style characteristics, or subtle effects will help make your design unique to stand out amongst the competition. Add some type to bring some context to your design and choose a font that compliments the symbol and communicates clearly. To ensure a successful logo remember to keep your design simple, memorable, timeless, versatile and appropriate. When it all comes together, you have a logo that will last, and that is a great logo!
I will cover more about creating logos in additional blog posts. Happy doodling!
