If we think of a brand as a person, the logo would definitely be the face. The visual embodiment of all of the internal values and personalities, the face is what we recognize and what we most strongly associate with the brand. So you want it to look nice, right?

A logo is the visual manifestation of your brand’s values, goals, mission and personality, so naturally designing a logo requires a lot of planning, research and strategy.

Study Your Competitors’ Logos

When beginning your logo design process, researching your competitors is a top place to begin. And a great way to do this is by gathering your competitors’ logos on one page and studying them.

For example, let’s say we were launching a floral boutique. Here’s a selection of our top competitors’ logos compiled on one page:

Clockwise: Dear Miss Modern, Inkling Design, Igor Hrupin, Sunny Blossom Designs, Kelcie Saunders Design, InkzFX, Angie Makes, Julie Song, Julianna Swaney

From here, we can get to annotating. Highlight trends you notice, things you like, and things you don’t. Be picky and honest and try to figure out why you like or dislike each element. Build yourself a list of do’s and don’ts.

Come Up With a Good Brand Name

A good brand name should be memorable, evocative, natural and strong. It should roll of the tongue and be evocative of your brand’s values, product, and/or concept in some way.

Having trouble coming up with a brand name? It’s definitely not easy. So let’s run through 6 brainstorming exercises you can undertake to unlock the perfect name.

Develop a Catchy Slogan

A slogan’s main purpose is to be a memorable phrase that people associate with a certain brand. So, what makes a good slogan? And how can you create a powerful one?

Keep it simple. Most successful brand slogans are short and sweet and roughly 10 syllables or less. Think ‘Just Do It’ or ‘I’m Lovin’ It’.

Avoid jargon or uncommon words. Keep it conversational and direct. It’s ‘Think Different’, not ‘Think Unorthodox’ for a reason.

Make sure it reflects your brand values. If your brand values humor, interject a little into your slogan. If they value health and happiness, work that in someway.

And finally, good slogans are memorable. When you think you’ve cracked a successful slogan, tell it to a friend and then ask that friend if they remember it in a couple days time.

Create a Mood Board

Next step in developing your logo is to create a visual moodboard. Collect together a series of logos, type examples, and palettes that speak to your brand and compile them together in one moodboard.

Just like we did in step one, annotate your moodboards. Write down why you like specific images, and what you want to pull from them. List keywords that reflect your mood board (i.e., ‘vintage’, ‘dreamy’, ‘earthy’, ‘textured’).

Use this moodboard as a way of collecting visual inspiration and testing which combinations work. Mishmash colors, fonts, logo designs, techniques and images that you feel embody your brand and let that combination of elements guide you to your own unique brand visual.

Create a Good Logo

“What makes a good logo?” is a question that will result in a whole array of answers depending on who you ask. So, let’s keep it technical. These are some things you should ask yourself about your logo to make sure that it is technically sound:

Is it scaleable? You need to know that your logo will still be legible (and look good) when it’s both small and large.

Will my logo be effective in black and white? While your logo will ideally be displayed in color in most situations, there are going to be times when it won’t be. So, be sure that things still look just as effective when they’re monochrome as they do in color.

Am I copying any brand’s logo design? You probably already know if you are, but sometimes you can mimic designs completely subconsciously. Ask around, get opinions, reconfigure if need be.

Does it reflect my brand values properly? Remember that just because a logo looks great doesn’t always mean it’s the best possible solution for your brand. Work to find the glass slipper that fits your brand perfectly.

Actionable Task

  1. Complete the brainstorming exercises to help you unlock a memorable brand name
  2. Build yourself a plan of attack for your logo, including a moodboard, and a list of do’s and dont’s.