There is much more to a brand than just a logo, but it is a very good place to start! Your logo has a huge impact on how people perceive your brand, so you want it to be outstanding. Following these five principles of logo design will help you to do just that…

Before you start, you should begin to think about your brand identity. To do this, jot down some words that mean something to you and your business. Start with feelings. How do you want to make your customers feel when they use your products or services? Now start to jot down things that you feel represent those feelings. The more words you have to choose from, the more ideas will begin to flow.

By looking at other logos out there and finding a style that you like will help you to visualise those ideas. In some instances, your competitors will predominantly be using similar colours. Take these colours and find ones that mean something to you and depict those feelings and words that have jotted down to find your own niche style and look. Be bigger, be better, be bolder!

There are several programs you can use to create your logo; Adobe Illustrator is my go-to program as a graphic designer, but there are several free platforms out there that are simple to use for people of all levels such as Snappa, Stencil and Easil. Perhaps the most well-known one around at the moment is Canva. Illustrator is great for creating shapes and graphics from scratch, but if you’re not familiar with Illustrator, you can find some great templates to work with on the other platforms mentioned above.

  1. Sketch it out

Reach for the old-fashioned paper and pencil and sketch it out. The more ideas the better, something will stand out and then you can begin to develop it from there.

  1. Keep it simple

This really is my motto when it comes to design. Choose simple shapes that you feel symbolise the words and feelings that you jotted down in your brainstorm. You want to make it easily identifiable at a first glance. Give it some meaning!

  1. Choose the perfect font

Once you’ve come up with a rough concept, it’s time to make a start graphically. Spend some time finding the perfect font for your brand. For example, if your brand is a shop selling children’s toys, you could use a fun, childish looking font. If it’s a boutique fashion store, you could steer more towards an elegant looking font that speaks to the type of customer that will visit a shop like this.

A good place to search for fonts that are free is Google Fonts.

  1. Choose your colours wisely

Do a bit of research into the psychology of colour and choose your colour palette based on your product or service. Try to keep to two colours for your logo, three max. You can elaborate on these colours throughout your brand, but the logo needs to be bold. There are exceptions, for the example of a shop for children’s toys, colourful may be one of your words you jotted down at the start. In which case, keep to bold and primary colours for full effect.

Example of bright and bold logo colour palette used

  1. Make it versatile

An important aspect to remember in logo design is to consider the different places it may appear, keeping it simple is key but also consider a variation of colour for different backgrounds.

Example of colour variations for different backgrounds

Is there an element that you can pull from your logo and use as a recognisable icon? This is called a ‘Logo Mark’.

Example of a Logo Mark

So, there you have five principles to creating your perfect logo without having to spend a penny. Of course, we are here to help if you feel you would benefit from some professional help. We offer logo design at a competitive price, enabling you to create your unique logo without the hassle. We offer services from Brand Analysis right through to full Brand Creation and everything in between.