Logo Design Basics

A logo is arguably your most important brand asset. Tom Geismar, the brains behind such iconic logos as Chase, PBS, and National Geographic, tells us: “Logos are funny things. At first, they are just designs on paper. Eventually, they come to embody all the qualities of the organization they represent.” Creating a logo design that will withstand the test of time isn’t easy, but a few ground rules can help you get started.

Use Stock for a Head Start

The fear of a blank page is real. Instead of creating your logo completely from scratch, if your logo will include your company name or initials, consider using fonts that already exist as a starting point. Choose a font that is close to what you envision, and then modify it. You can do this simply by adjusting the leading and kerning. Or, you can use a vector graphics editor such as Adobe Illustrator to convert the font into curves, and then manually adjust the shapes of the letters to get the effect you desire.

Keep It Simple

Keeping it simple is a tried and true rule for graphic design in general, but it is especially helpful when designing a logo. Your logo needs to be so simple that it can be scaled down to the size of a favicon and still be recognizable. While you are designing, remember to zoom out every so often to check the scalability of your logo. Also, never use more than 2-3 colors in a logo. There are some exceptions to this rule (Google and Microsoft are notable examples), but in most cases, it is best to limit your colors. Although keeping it simple can sound boring, it doesn’t have to be! If you’re looking to add more creativity to your logo, consider adding a hidden message as you’ll find in the FedEx, Amazon, and Baskin Robbins logos.

Try, and Try Again

Coming up with a brilliant logo design doesn’t happen on the first try. Even our experienced logo designers at Diace Designs create 10 to 15 initial concepts when designing a logo. Once you have a set of about a dozen concepts, you can narrow them down to the 4 to 6 strongest designs, and then collect feedback from your team. If you’re really stuck, consider mixing and matching some of those designs.

Your logo is a critical business asset that will come to embody the essential elements of your organization. If you’re looking for a professional to help you design the perfect logo, you’ve come to the right place. Contact Diace Designs to get started.

About Kara Franco
Kara writes copy that speaks. She has a knack for creating clear, compelling messages without wasting words. She is passionate about digital marketing and believes that copy is the cornerstone of user experience.

Copywriter + Content Strategist
Kara@diacedesigns.com