THE SCIENCE BEHIND A

BRAND LOGO

There are MANY articles, tutorials, books, and courses about what makes a “good logo.” Here, I’ll share a compendium of established ideas, enriched by my own knowledge and experience. Creativity often stems from bringing together insights from diverse sources to create something new. My goal is to contribute to this collective knowledge, helping fellow designers and clients alike understand the key components of logo design and make informed decisions.

First, let’s explore the various components that can define a “logo” or Brand Representation.

Hover over each term for a definition:

• logotype
• isotype
• IMAGOTYPE
• isologotype
• MONOGRAM LOGO

These components can work individually or in combination to form a flexible and complete Brand Identity. For example, an IMAGOTYPE can integrate iconography or even a Monogram and can include variations for black-and-white or color applications, as well as vertical and horizontal formats based on the canvas’s aspect ratio.

But, on what are we basing our design?

This is the most critical question to ask, and the answer lies in a detailed questionnaire provided to the client.

Download it here ↓

Logo-Questionnaire

This downloadable questionnaire serves as a GUIDE. It is not a definitive list but a starting point to tailor the project to the specific needs of the client. Clients can also use it to prepare for meetings, ensuring a smoother and more productive design process.

Once the questionnaire is complete, the next step is to distill the abstract information into graphic representations. A comprehensive list of requirements simplifies decisions regarding style, colors, focus, and more.

Start with Sketching

Begin by sketching ideas on paper with the questionnaire responses in mind. Let your creativity flow without external influences. Avoid Googling at this stage to ensure your work remains original and unique.

After sketching, review your ideas and select the most promising ones. At this point, researching competitors or logo styles that align with the project’s vision can provide additional context. Return to your sketches and refine them with your newfound insights. If none of them resonate, revisit the drawing board—literally.

Sketching by hand allows for a personal and unique touch, often leading to richer, more original designs. While many designers today rely heavily on digital tools, starting with pencil and paper brings a fresh perspective to the process.

Design Principles to Keep in Mind

Each designer has their own approach to creating branding solutions. What matters most is to treat the process with the seriousness it deserves. A logo serves as the foundation for all branding and marketing efforts, so it’s crucial to provide the client with the best possible start.

P.S. If you ever wonder HOW MUCH to charge for a FREELANCE project like this, check out my “Project Budget Calculator“. It can provide a helpful reference for pricing your work.

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