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The process of logo design from concept to the final product

Logo design can be broken down into 7 steps. This isn’t a universal design process and each illustrator has their own approach in the creative process, but this is a good breakdown to follow if you are unsure or would just like some insight into a day in the life of your designer.

Preliminary Sketches: Sketching out rough ideas when conceptualizing a logo is a good idea. It warms up your hands and gets your creativity flowing. You will also be able to work through and refine concepts quicker. Jumping right onto the computer can limit your creativity because of the amount of time it takes to produce just one logo. In an effort to be more eco-friendly, we at Brutal Print use our iPads and Apple Pencils for all our creative jobs. We like to start out with a couple of ideas. If nothing seems to work, we start over with a new approach. An effective designer will spend more time on this first step than any other step in the design process.

KISS (Keep It Simple Stupid)The best way to describe this step is with an example. Think Apple. The simpler the logo is, the more recognizable it will be. The Apple, Apple is an extremely simple logo, however, it carries a lot of meaning, and it is one of the world’s most recognizable logos.

Following the KISS rule right from the start will help you keep to only the essential elements. As you work and refine, continue removing unnecessary elements from your design.

Choose the right colours:

Colour theory can be intimidating and complex at times. But it’s very beneficial for your business to know a bit about it.

Here are some basics:

• Don’t use colours that are too bright or neon as they can be too hard on the eyes.

• Avoid colours that are too light as well. From a distance or in bright daylight it can be unreadable.

• Design your logo in black and white and then in colour. If it doesn’t look good in black and white, it won’t look good in colour either.

• Different colours evoke different emotions and moods. Do some research and choose colours that will best represent your company’s personality.

Here are some examples of colour psychology:

Yellow = Optimism, Clarity and Warmth

Orange = friendly, Cheerful and Confident

Red = Excitement, Attention and Boldness

Purple = Creative, Wise and Imaginative

Blue = Truth, Dependable and Strength

Green = Peaceful, Growth and Health

Grey = Balance, Calm and Neutral

Choosing the right colours can enhance your brand perception, poor colour selection can do damage to your brand image. Colour influences the way people think and behave towards a brand and how they interpret any information.

Typography: When it comes to typeface selection you really want to take your time picking a font. Some factors to consider. Is your brand more masculine or more feminine? This will affect font-weight. Make sure your spacing between letters is correct. This is very important because sometimes words can be misread and it leads to huge marketing blunders. The typeface should complement your brand just as much as any other element within your logo.

Take it easy on the effects:

There are thousands of effects available within graphic design software and as designers, we know a lot of ways to enhance and manipulate these effects, but when it comes to logos you really want to steer clear of filters and effects. It might look amazing on screen. But you need to always consider output. A very busy or highly gradient coloured logo becomes very hard to read when the size is reduced to go onto an invoice or signature. If you brand clothing. A lot of options are limited to solid colours, like when you do embroidery. Consider using special filters and effects for your marketing materials instead.

Balance your elements: Our eyes are naturally attracted to balance, so it’s important that all the elements within your logo are balanced and fit together harmoniously.

Here are some things to keep in mind:

• Play around with the Size and line weights of each element including the font.

• Imagine an invisible square around your logo and space your elements to fit that shape.

You want a logo that will effortlessly scale for different mediums like letterheads or website graphics.

These rules of balance can be broken. Just remember that it will be viewed by the masses and not just those with a great eye for art. Ultimately a balanced design is the safest approach.

And last but not least, be creative! Our final rule is to not just copy someone else’s idea. It’s perfectly fine to source for design inspiration, but you as a designer need to develop your own design style. That is what will set your work apart. And make your logos stand out.