Designing a logo
can be a very time consuming process as it is often quite difficult to come up with logo design ideas that match our clients requirements. There are so many different elements you need to consider when designing a logo including colours, typography, balance and symbolism to name a few. So where do you start? Today I’ll show you a systematic approach for designing any logo which will hopefully add some logic and structure to the very creative and sometimes haphazard logo design process.
So you have just finished talking to your client about the new brand they want you to create. As an example let’s say that your client is a stock broking firm called “Petra Capital” and they are looking for a clean and corporate logo design which will give their firm a professional look and feel. We’ll get started on designing their new logo using this systematic approach.
Do some research
First thing’s first, we need to do some background research. Do a Google search to find your client’s competitors and have a look at their branding to get a feel for the style of logos used. It’s fine to be inspired by competitors but we want to make sure that our client’s logo design is unique so that it stands out from the others in some way.
It’s also important to do some background research on your client’s business. I actually found out that Petra Capital specialize in mining stocks and that the word “Petra” means “rock” in Greek. These are interesting facts that we can incorporate into the logo design.
Generate some ideas
Once we’ve done some research and have a pretty good feel for what’s needed we can create what’s called a “morphological matrix” to help us brainstorm ideas. This is my secret weapon when it comes to logo design, it’s a very powerful way to organize your thoughts and merge them together to create clever concepts. Mind maps are also useful to get your creative juices flowing.
A morphological matrix is basically a table with the logo design components in the left hand column and your ideas on the right. Try to come up with as many ideas, symbols and concepts as possible. Below you can see the morphological matrix I created for our example client. I’ve circled the key ideas that I’d like to incorporate into the design. Since the client is a stockbroking firm specializing in mining, I’ve decided to merge the mountains symbolism with a line graph that represents stock trends. Remember, the whole point of logo design is recognition, we need to create a unique symbol that people will remember.