how to design a logo: a do-it-yourself guide for non-designers (presentation) (1.08mb)
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HOW TODESIGN A LOGO
A Do-It-Yourself Guidefor Non-Designers
What is a brand?
A brand is the promise or expectations associated with your product or service in your customer’s mind.
An effective brand helps your productget noticed, liked, and remembered.
Your logo is not your brand.
Your brand is:
PublicRelations
Advertising
Website
Newsletter
Emails
BusinessCards
Signage
Employees
Logo ProductLook andFeel
Services
Invoices
Billboard Uniforms
VoiceMail
Packaging
LetterHead
Store
Wordof Mouth
UserExperience
TradeShows
While important, your logo simply represents the collective experience your customer has with all these brand “touch points”.
“A logo is the point of entry to the brand.”—Milton Glaser, Designer
Before you design your logo,you need to understand what your brand represents.
Luxury Dependability Creativity, Fun
Before you design your logo,you need to understand what your brand represents.
Luxury Dependability Creativity, Fun
“Brands help consumers cut through the proliferation of choices available in every product and service category.”
—Scott M. Davis, Brand Asset Management
Once you understand your brand…
Think about images, colors and styles that might represent the ideas your brand stands for.
A few examples
McDonald’s sells hamburgers and other fast foods. Notice that their logo doesn’t include any food items.
The golden arches are bright and friendly. They have come to represent quality and consistency—and fast food.
A few examples
0HUULOO�/\QFK�LV�D�ÀQDQFLDO�LQVWLWXWLRQthat stands for stability and growth.
They use a bull as their icon,which represents strength, growth, and a rising market.
A few examples
Nike sells shoes and other sporting goods.However, their logo doesn’t include shoes or sports equipment.
Instead, the Nike Swoosh is a stylized wing, representing speed and victory—two brand ideas that Nike is associated with.
Incidentally…
7KH�ÀUVW�WLPH�3KLO�.QLJKW��)RXQGHU�RI�1LNH�saw the swoosh logo he said:
“Well I don’t love it,but maybe it will grow on me.”
Types of icons
Abstract Sprint, BPEmblems Tivo, MiniLogotype IBM, DisneyCharacters Energizer, Michellin ManCombination Amazon.com, StarbucksHidden FedEx, Toblerone
What images or icons can be associated with your brand?
What about fonts?
Like icons, the fonts in a logo communicate different things.
Creativity and fun
Trust Natural, non-authoritarian
Friendly, approachable
What ideas should the fontused for your brand represent?
Blue Tradition, safety, calm, loyalty
GreenHealthy, natural, growth, freshness, money
YellowHappiness, fun, energy
BrownResponsibility, security, home
OrangeEnthusiasm, creativity, action
What about colors?
RedStrength, power, passion, danger, wrath
PurpleRoyalty, power, wealth, mystery, magic
BlackElegance, formality, wealth, power, evil
WhitePurity, innocence, faith
What colors best representthe ideals your brand represents?
Now you’re ready to put it all together
Wait...
Should I hire a designer or do it myself?
Hire a designer if...
<RX�KDYH�D�EXGJHW���������������You’ve thought about your brand and you still have no clue what to do.You need more ideas.You’re willing to take advice from a designer.You’ve tried to do it yourself and failed.
Do it yourself if...
You don’t have much money to spend.You just need a logo to get started.You have an idea for your logo already.You need a logo fast and can’t wait for a designer to think about it for days.<RX�KDYH�DFFHVV�WR�D�FRPSXWHU�����PLQXWHV�RI�WLPH��DQG�OLNH�WR�WU\�QHZ�WKLQJV�
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