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Designing A Logo

Logos hold a lot of power. With a single image, they communicate a company's name and presence to the viewer.

Logo designers must capture a brand’s vision, history, and promise to its customers — and make it visually appealing as well. If you have any sort of business, you have a brand, which means you need a logo. Here’s how to design one that will turn heads.

Step 1. Develop your brand identity. 

First, keep in mind that your logo isn’t your brand, although it’s a tool you can use to build your brand presence. You’ll also need to develop other visual assets, such as a colour palette, font list, and other parts of your business’s look and feel.

Whether you have a blog, small business, art company, or something else, you’ll want to plan out your core identity and what that might look like before you even start sketching. Ask yourself what kind of experience you want your audience to have. Then, work from that. 

Step 2. Do your research.

Check to see what your competitors are doing with their logos. You’re not looking to copy them but rather to see how you could stand out. At the same time, it’s helpful to see what design aesthetics are common in your industry. For example, most natural-food or CBD companies use green in their visual identities to express their eco-friendly, natural products. If you try to go against the grain and use bright red or purple, you could be misaligning your brand with your audience’s expectations. 

You should also research basic design principles and current trends. Cluttered, text-driven or overly symbolic logos look old-fashioned and out-of-touch. These days, most companies use sleek, descriptive designs for their logos. Any typefaces are light and well-balanced with the imagery (and clunky, cartoonish fonts are way out of style). 

Step 3. Sketch your design.

Start brainstorming and doodling some concepts. Perhaps there’s an easy symbol you can use, such as a sun for a solar-power company. Sketch out some variations of your chosen imagery. Remember to create versions both with and without your business name. If you’re coming up empty-handed, try creating a letterhead, in which the name or initials of your company has a stylized look. 

When creating your drafts, think about what feelings you want the viewer to have. Do you want to seem elegant? Confident? Whimsical? Powerful? These personality traits all go into your initial design. You’ll want to use fine lines and tall serif or cursive fonts for an elegant look rounded corners with funky fonts for a whimsical look, and so on. 

Once you’ve got it down to a few viable concepts, get trusted friends and colleagues to give you feedback. Make sure that the feeling you want your audience to get from your logo is what real people are getting!


Creating a logo can be a rewarding experience that helps you develop your brand identity. When you better understand your business’s goals, values, and unique offerings, you’re in a better position to achieve brand alignment, which means that your audience gets the impression you want them to get. Remember to do your research and sketch out multiple options before resigning yourself to one logo. After all, you want a design that can go the distance and become memorable to your audience. 

If you are looking for logo design our creative team are on hand to help. Call us on 01207 247 000 or email

  • Jun 15, 2020
  • Category: Blog
  • Comments: 0
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