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HOW TO
DESIGN A LOGO
A Do-It-Yourself Guide
for Non-Designers
What is a brand?
A brand is the promise or expectations associated with
your product or service in your customer’s mind.
An effective brand helps your product
get noticed, liked, and remembered.
Your logo is not your brand.
Your brand is:
Trade
Shows

Website

Business
Cards

Newsletter

Signage

Store

Invoices

Emails

Employees

Word
of Mouth

User
Experience

Public
Relations

Look and
Feel

Advertising

Logo

Voice
Mail

Services

Billboard

Product

Uniforms

Letter
Head

Packaging
While important, your logo simply represents the collective
experience your customer has with all these brand “touch points”.
“A logo is the point of entry to the brand.”
—Milton Glaser, Designer
Before you design your logo,
you need to understand what your brand represents.

Luxury

Dependability

Creativity, Fun
Before you design your logo,
you need to understand what your brand represents.

Luxury

Dependability

Creativity, Fun
“Brands help consumers cut through the proliferation of
choices available in every product and service category.”
—Scott M. Davis, Brand Asset Management
Once you understand your brand…

Think about images, colors and styles that might
represent the ideas your brand stands for.
A few examples
McDonald’s sells hamburgers and other fast foods. Notice
that their logo doesn’t include any food items.
The golden arches are bright and friendly. They have come
to represent quality and consistency—and fast food.
A few examples

that stands for stability and growth.
They use a bull as their icon,
which represents strength, growth, and a rising market.
A few examples
Nike sells shoes and other sporting goods.
However, their logo doesn’t include shoes or sports equipment.
Instead, the Nike Swoosh is a stylized wing, representing speed
and victory—two brand ideas that Nike is associated with.
Incidentally…

saw the swoosh logo he said:
“Well I don’t love it,
but maybe it will grow on me.”
Types of icons
Abstract
Emblems
Logotype
Characters
Combination
Hidden

Sprint, BP
Tivo, Mini
IBM, Disney
Energizer, Michellin Man
Amazon.com, Starbucks
FedEx, Toblerone
What images or icons can be
associated with your brand?
What about fonts?
Like icons, the fonts in a logo communicate different things.

Friendly, approachable
Creativity and fun

Trust

Natural, non-authoritarian
What ideas should the font
used for your brand represent?
What about colors?
Blue
Tradition, safety, calm, loyalty
Green
Healthy, natural, growth, freshness, money
Yellow
Happiness, fun, energy
Brown
Responsibility, security, home
Orange
Enthusiasm, creativity, action

Red
Strength, power, passion, danger, wrath
Purple
Royalty, power, wealth, mystery, magic
Black
Elegance, formality, wealth, power, evil
White
Purity, innocence, faith
What colors best represent
the ideals your brand represents?
Now you’re ready to put it all together
Wait...

Should I hire a designer or do it myself?
Hire a designer if...

You’ve thought about your brand and you still have no clue what to do.
You need more ideas.
You’re willing to take advice from a designer.
You’ve tried to do it yourself and failed.
Do it yourself if...
You
You
You
You

don’t have much money to spend.
just need a logo to get started.
have an idea for your logo already.
need a logo fast and can’t wait for a designer to think about it for days.
Logomaker.com
Start now
Logomaker.com
Click the “Try It Now” button
Logomaker.com
Choose an icon
Logomaker.com
Enter your text and choose a font
Logomaker.com
Change the colors
Logomaker.com
Arrange your logo and save
Logomaker.com
It’s that easy
Want to learn more?
Start your own logo now
Go to the Logomaker blog
Download the free “How To” ebook
Learn more about how to design your logo

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Logo Design: How to Design a Logo