For the past few weeks, I've been walking you through my brand design process. We started with your brand foundation, used it to create a Pinterest inspiration board, and from that, a moodboard.
The next step in my brand design process is designing the logo. Designing a logo is the longest part of the brand design process for me, because it's the cornerstone of the brand. I spend a lot of time making sure it's telling the right story for your business, and that it's easy to use and works well in multiple settings.
So this week I'm sharing with you a couple of the brainstorming methods I use to explore logo concepts before I start designing.
My main focus when designing a logo is to create a simple design that encapsulates the core values of the brand. These brainstorming exercises help me come up with a lot of words, images, and ideas that could represent each value. This gives me a bank of ideas to mix and combine in unique ways.
For each of these methods, the more you put into them, the more you get out. Brainstorming is best if you go until you feel like your brain is completely empty of ideas. This isn't the time to evaluate ideas - that stifles creativity. First you need to get all of your ideas - good and bad - out.
The bubble diagram is a great way to visually map out connections between ideas related to your business. You start with your brand values (in the example, soft, loving, and eco-friendly) and one or two products or services your business offers (baby clothes in the example) and start branching off related ideas. If you can connect an idea to more than one of your original words, it's a strong idea for your brand.
Simple lists are a good way to get ideas out fast. Just start with your brand values and write any related word that comes to mind.
Visual lists are great once you start getting more clear on the direction for your logo. I tend to pair lists and visual lists together, and write both simultaneously until I get some rough logo ideas.
The purpose of visual lists is basically to give yourself a visual library to pull from. Logos that are two images combined in a clever way are fairly popular and if done well, very memorable, but visual lists can be helpful for any type of logo design.
(Also, if it's not clear from my example - you don't have to draw this well! It's just about getting ideas down!)
Using your ideas
After using some or all of these methods, now it's time to start sketching. Creativity is so unique to each person, and each project, but trust your intuition and just sketch until you have an idea you like. If you're having a hard time coming up with an idea that's unique or interesting, try going back to the brainstorming methods and see if you can come up with more ideas to pull from.