What are logos and why should you care?
What makes a good logo, well, good?
1. Start with your brand
2. Get to work
|Look at existing logos that you find appealing. Jot down elements that inspire you and ways you can integrate them. Logoed is a great logo repository blog to get you started.
|Research your competition, what statements they make with their logos and how you will make yours.
|Find out more about your audience and build profiles to understand the best way to appeal to them. Here's a great resource to guide you through this process, as well as examples of other brands' persona templates.
|Gather visual pieces that resonate with your brand's mood and tone to create a mood board. Check out Pinterest as a tool for browsing and collecting these visual elements.
|Understand the parameters you're working within by assessing your budget, skill level, access to tools, and timeline.
|Decide what style best represents your brand. This will help you make decisions around the rest of the design elements. To discover various design aesthetics, check out 99designs' guide to design styles.
|Refine your sketch by understanding what shapes it is made of. Is it made of geometric shapes, or does it lean more organic? Or does it break the rules and appear abstract? Shapes can be the full composition of the logo or make up the details of it.
For inspiration about shapes, download this PowerPoint deck from Microsoft Create. The shapes are specifically designed for infographics, but you might find something there that sparks your imagination.
|Build a color palette of no more than three colors to start. Consider how these will appear on a dark background and a light background. What story do these colors contribute to? They should feel like they're adding to the overall style you have selected. I recommend starting with the Coolors color palette generator tool to find colors that work well together, as well as this color theory article from Creatopy to understand the psychology behind it and how it applies to logo design.
|Typography, like color, will amplify your logo. Browse fonts that compliment your style. Make note of the different elements of typography and whether they add to the story of your logo.
|Positioning and layout
|Understand the parameters you're working within by assessing your budget, skill level, access to tools, and timeline. Play around with the positioning of your design elements. It's best practice to have a variety of the same logo in different positioning: vertical, horizontal, and square to fit different spaces. Take note of your hierarchy: is it clear what the eye should be drawn to first and what is secondary? Learn more about the different types of logo executions in this article from 99designs on 7 types of logos (and how to use them).