Designing a new logo is always a fresh challenge bound to get a designer’s mind whirring with ideas. The opportunity to be given a brief, a name, and a blank slate on which to develop a ground-breaking brand is always exciting. There is only one major problem with logo design: chances are, your idea has already been done 1000 times over. So we thought we would share with you what we do here at Default Blue to ensure our client’s logo really stands out from the crowd.
Check out the competition!
Before you have even finished reading the brief ideas of logos will be popping into your mind. But those logos are the obvious ones; the ones that probably already exist to one degree or another. Before pencil has even hit paper, you should search up the logos of all the similar businesses to your client’s and compare them to your logo ideas. Chances are a few of the results will be similar or the same to some of the initial ideas you had. That’s ok though, because your idea wants to have something unique, that will make it stand out against these competitors.
Researching for inspiration is extremely important to see what exists out there, what’s great, what’s not so great, and how you might do something unique. Stock imagery website are a good source of inspiration for unbranded icons, shapes and illustrations. Behance is fantastic for collections of brands designed by other designers and design studios.
Underconsideration.com has a section of their site dedicated to logo rebrands called ‘Brand New’ which is useful to see how big brands have developed their logo for the better. Pinterest is a great source of.. well… pretty much everything. Alternatively why not go the traditional route? Books are a personal favourite source of inspiration here at Default Blue. A couple of favourites include ‘Logo: The reference guide to symbols and logotypes’ by Michael Evamy and ‘Pretty Much Everything’ by Aaron Draplin. Looking at all this other work serves it’s purpose (other than making you feel a strong case of imposter syndrome) in helping you see how you might do it differently.
Sketch it up!
After a comprehensive search of existing logos, you are probably already thinking of ways to do it differently. Now take pencil to paper and sketch, sketch, sketch away until you are truly drained of all ideas. The more you sketch, the more new ideas will come to you, so keep at it until you think you are happy with what you have.
Back to the research (again?!)
Generally, it is always a good idea to go back to search engines after this, as you may have unsuspectingly designed an already existing logo. While earlier you may have searched ‘Supermaket logo’ for example to look at your client’s competitors, it’s now best to go back to the search engine with specific details of your sketched logo design. For example searching ‘Arrows intertwining logo’ or ‘Shoeprint logo’ to see what does exist. Don’t panic if there are 100 logos with arrows already out there, (very few logos are completely unique) your idea can still be different enough to help your client stand out from the crowd.
The evolution of the logo
Taking your idea into Illustrator (or whatever your preferred design platform is) can help you decide how to make it work best. Sometimes the sketch idea may not work, but using the design platform to evolve this; trying different typefaces, colours and scale (all things you may not have tried in the sketch process) might make the logo work. Alternatively, your idea might change completely. With all the fantastic tools available on design programmes, it can help aid your design ideas. Oftentimes some of the best designs come about from a happy accident when you put two things together that you may not have even considered when sketching.
Now not only do you have a logo you and your clients love, but you have a logo that is unique enough to really help your client stand out from the competitors. After all, we do judge books by their cover, and a logo is the first part of a business consumers will see (and judge!)
Alternatively, if you are not a designer, why not let us do all the hard work for you? Here at Default Blue design agency we love designing logos, and the comprehensive research that comes with it. Just give us a call on 01522 788866 or email us on firstname.lastname@example.org to get in touch.