What is a logo?

The basic lesson could be:

Furthermore, the ideal logo should also best represent the values and character of the brand with regard to the target audience. It should emanate energy with which your audience can easily identify and emotionally connect.

What do you need to know before starting logo creation?

When creating a logo, we should never prioritize our own taste or opinion over data. We might end up with a logo that we like but doesn’t work. A functional logo as the foundation of a brand’s visual identity should always be based on answers to 5 important questions about your brand, products, or competition. Certainly, we shouldn’t forget to mix in 5 “secret” ingredients of a perfect logo.

How to create a logo – the A to Z creation process

If you’ve already answered the basic questions about you, your brand, its target audience, and competition, and you’re also armed with universal wisdom about the logo and its importance, it’s time to get into the actual creation.

1. Define your logo style:
   • Logotype – stylized text (Coca-Cola)
   • Emblem (Starbucks)
   • Symbol/Icon (Twitter)
   • Monogram (McDonald’s)
   • Abstract logo (Nike)
   • Mascot (KFC)
   • Combination of symbol/icon and text (Lacoste)
2. Words first, then pictures: Write the name of your brand in the center of the paper and gradually attach all the word associations that come to mind, and further develop them with branches of related words. The point is to discover connections, associations, and specific design elements that won’t be obvious but still descriptive.
3. Let your creativity flow freely: Grab your favorite drawing tools and let your imagination run wild. Imagine it as a brainstorming session with pen and paper. Doodle, doodle, and let the creative juices flow. At this point, colors don’t matter.
4. Digitize your final doodle: Time to involve technology! Here you may encounter unexpected complications associated with digitizing your sketches. Basic knowledge of vector graphics software will be required. Yes, the logo must be processed in vectors, i.e., curves. After converting the logo to digital black and white form, define the color scheme and choose an appropriate font.
5. Share the love – seek feedback: Don’t keep your logo to yourself. Share it with friends, family, neighbors, passersby… Strangers’ eyes can catch things you might have overlooked. However, don’t ask if they like the logo, but rather what feelings it evokes and what it conveys to them.
6. Test, and then test some more: The logo should feel comfortable everywhere – on a business card, website, or maybe even on a banner pulled by an airplane in the sky (Sky is the limit?). Make sure it shines in all its glory, wherever it appears.
7. Legal check – avoid problems: Before emotionally attaching to your logo, do a little research. Make sure your logo doesn’t blatantly resemble the logos of Facebook, Google, Apple, Xiaomi,… You don’t want corporate lawyers breathing down your neck just because your logo looks like theirs, or you’ve used a color they have protected in all EU, UK, USA, Asia, Africa, and adjacent universe states – trust me. Use, for example, Google image search or even involve AI.
8. 3…2…1 – LAUNCH – Let everyone hear it: Announcing the new logo must be audible. Everyone must know about it. And from now on, the new logo must be everywhere. And if you think it’s already everywhere, look in the fridge. And if it doesn’t jump out at you, your work isn’t done.

The logo creation process should be an adventure and fun. Stay true to yourself, and you will create a logo that reflects the heart and soul of your brand. If you would appreciate an experienced guide on this adventurous journey, we’re here for you 🙂

May the logo be with you!

5 important answers for a perfect logo with character

1. What character and values best represent my brand?
   E.g., dynamic, youthful, conservative, luxurious, affordable, creative, playful, empathetic,…. dynamická, mladícka, konzervatívna, luxusná, dostupná, kreatívna, pojašená, empatická,…
2. What are my products/services? What makes them unique? Where will I be selling them?
3. Who is the target audience? What are the values, expectations, concerns of my target audience?
   E.g., the target audience for a local children’s clothing manufacturer might be new moms. Their value is healthy clothing for their children, which is produced locally and sustainably. They expect high-quality products, natural materials, and a responsible approach to production from the brand. They are concerned that dressing their children in synthetics from China will impact their health and the future of the planet.
4. Who is my direct competition? What is their visual communication?
   We want to stand out, not copy and blend in with the crowd.
5. In what situations will the logo be used?
   E.g., online on the website, as an app icon, as a profile picture on social networks, in printed form on documents, embroidered on textiles, …

Furthermore, it is certainly necessary to have a clear time frame in which you need to have the logo ready and a budget that we are willing to invest in the new logo.

If you have honestly and sincerely answered these questions, you can confidently embark on creating your own logo. Surely, these 5 “secret” ingredients for a perfect logo with character will help you as well. And then, it’s time to get started on the actual creation! We have put together a short guide for you – How to Create a Logo? A Crash Course in Creating a Characterful Logo.

May the logo be with you!

So, if you decide to venture into creating a new logo on your own, try sticking to these simplified universal rules that work in most cases:

1. KISS – Keep It Simple Stupid – the simplicity rule: Your logo should be like your favorite laid-back buddy – simple and relaxed. Don’t overcomplicate it. Think about the logos of the most successful brands (Apple, Nike, McDonald’s, etc.) – no unnecessary fuss, just the right vibes. A logo needs just one idea; you don’t need to cram the whole story or history into it.
2. Express Yourself – be honest and relevant: Your logo should be like a mirror reflecting your brand’s soul. What makes you who you are? Capture that essence in your logo. Use the right colors, shapes, symbols, and concise typography.
3. Versatility matters: Your logo is your brand’s superhero and appears everywhere. Make sure it can handle the spotlight by being flexible enough to look good in any situation where it’s needed.
4. Timelessness is key: Think of your logo as a classic song that never gets old. Focus on a design that won’t go out of style next year. Trends are cool, but by incorporating timeless principles, you ensure continuity in your visual communication that stands the test of time.
5. Be unforgettable: Your logo should be the Beyoncé of the brand world – unforgettable. Strive for something unique that sticks in people’s minds. Bonus points if your logo can be scribbled at midnight without much thought.

Additionally, when creating a logo, we should never prioritize our own taste or opinion over data. We might end up with a logo that we like but doesn’t work. A functional logo as the foundation of a brand’s visual identity should always be based on answers to these 5 important questions. 

With these simple ‘secret’ ingredients along with answers to basic questions, you’ve just laid a solid foundation for creating your perfect logo with character. So, how do you finally create such a logo? We have a brief guide for you – How to Create a Logo? A Crash Course in Creating a Logo with Character.

May the logo be with you!