LOGO 101

LOGO 101

Creating a new logo can be a tough job, but we are here to ease the path for you. From storytelling, to the first sketch and on to the final product, we will guide you through some of the – we’d say, most important steps in creating a logo that will make both you and the client happy.

A logo represents a symbol. A symbol that makes your business stand out from the crowd. Just like when you hear a song by Rihanna and you know for sure it’s her, you need to create a logo that will spread brand awareness to the community, so that when someone sees it, they will immediately mention your brand’s name.

How do I do that, though? you’d say.

First of all, you need to set a discussion with your client, understand the business’ vision, the mission and its principles. Listen, take notes, share ideas with your team and don’t put pressure on yourself. Then, after the first discussion and the first brainstorming session, you should follow some – if not all, of this steps below.

Get to know your audience

You know that feeling when you get to a party and you were the last to know that it was a pyjamas party so you dressed in a formidable ball gown? Well, it’s the same thing with a logo. You have to know the people that will resonate with the business, so that the logo will match their taste. Let’s say, for example, that you are creating a logo for a tech company. You have to keep in mind what do people in tech like, what they’re attracted to and what is something they will react to.


All logos should say a story. And it should be a good one. This is the foundation for your creative process, as well as the set up for your client’s presentation. If I’d come to you right now and say ”Hey, you know that the Apple’s logo represents a bitten apple?” I’m sure you won’t be surprised, nor interested. But if I’d say that the logo of Apple represents knowledge & scientific trust and the people that created it were thinking about the fallen apple that gave Isaac Newton the famous insight on the gravitation concept, I think I might get you a bit more engaged with the product. This is why in your creative process you should think about a catchy and engaging story that will support your design.

Get inspired

Inspiration comes from various places, but the best inspiration might come from other competitors. Or not. You will have to go through some of your competition’s logos, though, because you want to make sure that you are not unconsciously replicating someone else’s logo and also, you might get some insights and some fresh ideas by looking at them.

Adventure time!

But before going in an adventure, you have to make the plan. Decide whether you want an image-based, letter-based or a mixed logo. Star from the bottom, experiment with different shapes and add accents gradually. Keep in mind the first step, about your audience, decide if you want a square logo or a more rounded one, depending on the specific of the business. Play with colours, create different patterns and colour schemes and then select some of them that you think are the best fit. If you need more information about the Colour Psychology, you can find some in our article, here.

Project your logo in the world

Try to place your logo on different products, from business cards to large advertising banners. This will make it easier for you to see the bigger picture and to get the overall feeling of it. Another important sub-step is to print it. Does it look good in its smaller version? Does it look good on a lager scale? Are the colours vibrant enough for printed materials?

After you go through these few steps, you’re ready to go. If it doesn’t seem that easy, though, count on us! We’re here to give you a hand.

Till next time,

diARK Team

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