Step one: Start with a core idea
In general, the simpler the idea, the better – think Windows’ windows icon, Apple’s apple, or Nike’s comma. The secret of great logo icons is that they act as the focal point for the entire brand. In other words, no matter what interaction the person has with the brand, the logo is an imprint of that experience, which becomes the basis for their future feelings about the brand.
Think carefully about the traits you want to pass. Do you want to emphasize your reliability, seriousness, and no-nonsense approach? If customer service is one of your unique selling points, you probably want to show how warm and friendly you are. Next ask yourself “who are we?” to make a statement describing this as a core idea, such as: “reliable, dependable, and warm,” or “sure and interesting”, etc.
The Today Show logo is a great example of a simple yet compelling story. First, the warm orange sunrise is a perfect symbol of how you want to feel when you start your day. Second, the designers at Ferroconcity have done a great job capturing the ‘broadcast’ nature of TV shows as rays of light radiating from the sun.
Step two: think about your industry
Once you know the character you want to portray, make sure it’s relevant to your industry. This can be achieved in two ways. First, by finding a logo that is a visual metaphor for something related to your industry (a planner for a construction company, or a cup for a coffee shop), or, you can focus on the specific trait you want to describe.
Again, Nike’s Swoosh is a great example. It doesn’t explicitly mention sportswear or even sportswear, but the powerful story it tells makes perfect sense here. Overall, your logo should tell a story that lets your customers know what to expect realistically, emotionally or both.
Step three: throw some ideas down and explore
You have your core idea and you’ve thought about how it fits into your industry. Now it’s time to cut the shapes. Usually, designers start playing with icon ideas using good old pencil and paper or in illustration software. Usually, this can involve playing around with letterforms (if you want to come up with a monogram logo) or brainstorming ideas for more generic icons and logo shapes.
However, the benefit of using a logo maker is that the icons are already available. Start by typing in the type of image you’re looking for, gather groups of icons, and explore suggested variations. Plus, since you already know your core story, comparing different symbols will help you focus on the right story.
Step four: concept review and implementation
When considering which icon to choose, the two most important aspects to keep in mind are concept and execution. For example, say you run a gym called Dog Pounds, or, a dog walking agency called Fluffies. While the concept for both of these brands at a basic level is ‘dog’, what is clearly important is the type of dog (i.e. execution of the idea).
Case in point: Imagine someone at this gym hitting 10 250-pound reps on a bench, only to sit up and show this on their vest:
In contrast, picture your client as you go out of their apartment to pick up their award-winning chihuahua and you have this on the side of your car:
Please clarify why you chose a particular entity, in terms of the characteristics you want to convey, is there a better version of your logo symbol out there? This is why it helps to work with a selection of different versions of your icon as it allows you to compare the effects of each version.
Step five: review and edit
The completed logo icon needs to be reviewed again to see if it really suits your brand so that there are steps to adjust and edit accordingly.
Choosing a logo icon can seem like a daunting task, as this will be the symbol that represents your brand as a whole. Sometimes it’s tempting to try to get it right the first time but remember: choosing an icon for your logo is an ongoing process and even the biggest names go through many revisions. before they update the logo.
Finally, although they come in different shapes and sizes, the icons we’ve covered very quickly cover a set of core design principles that you can apply to your own logos:
– Is it simple?
– Is the logo relevant to the industry (directly or metaphorically)?
– Is it story or concept driving?
– Is it well done?
If you are looking for a reputable and experienced place to design your logo, brand identity system and design your business’ branding strategy in an artistic and impressive way, then contact us. Contact us immediately by phone number 0938 835 856, or leave your information and requirements, THE MONEST‘s consulting department will contact you right away to answer all your questions!
