A logo is an opportunity for a brand to create a memorable and long-lasting impression with its audience using the power of design. A logo can be simple, such as the name of the brand on its own, or it can comprise imagery and unique typography that make it into a unique work of art. Explore our guide for how to approach designing your next logo, with plenty of tips, tricks, and inspiration along the way to spark your creativity!
A “wordmark” (or logotype) is a text-only type of logo that is most commonly the name of the brand or company. You can make a wordmark using one font, or mix it up like the font pairings seen here. Some fonts have gained specific meaning over time.
For instance, Didot or Bodoni are slab-serif fonts (similar to the Hand Written example here) that are commonly featured in high fashion or luxury design. Use a font’s personality to serve your design. And if you feel like breaking the norm and trying something outside of the box, we here at Spark always encourage that type of creativity.
In these examples, we see how imagery becomes a part of the wordmark by replacing a letter with a symbol. Does this approach work well with your logo without feeling too forced? If you go this route, try crowdsourcing friends, family, and peers to make sure your customized wordmark is legible to the reader, and that the imagery the symbol is conveying communicates the overall idea. Keep it simple, and find ways to match the symbol with the text as much as possible. See how in “Lemonade Apparel,” the modern, simplistic mood of the text matches the minimalist, clean lemon icon, creating a cohesive design. Play with options and let your creativity shine!
Another way to incorporate text with imagery is to layer it. Allow your imagery to serve as a background layer, and create text to place on top that stands out against the design. Keep in mind how the background image creates a silhouette for your overall logo, and play with the sizing of the image to change the shape of the silhouette.
An exciting way to create dimension and hierarchy is to overlap layers of text. This effect generally works best when the text in the back is bold and large, and the front text is thinner, smaller, and a contrasting color so it can stand out. Make sure the important information is in the front so it’s easy to read, and the back text can be a slogan, your brand’s location, or other complementary information to your brand’s identity.
One way to enhance your text is to explore opportunities using text effects. You can create a background photo fill for your text as seen here, or use drop shadows, beveling, or outline strokes to make a statement. Consider the effect that best communicates your branding. Beveling is generally used for athletics or academics, while an image fill as seen here is something more playful and modern.
Repetition is a design tool that can be used for style or to communicate a certain message. For instance, PBS and the Olympics use repetition in their logos to represent plurality, diversity, and unity. Here, we see Zefer using repetition in a way to echo a three-dimensional effect or a motion blur, alluding to motion or technology. Test out repetition with shapes, text, or color and let your creativity lead the way.
Sometimes a logo alludes to a brand’s identity – but in some cases, you might just want to emphasize it as much as possible! Especially with a brand like a donut delivery, as seen here, because what does a better job at selling a donut than just seeing one! That certainly makes us interested in a good ol’ glazed treat. Allow any visuals in your logo to really sell your brand or product, and get your audience excited whenever they see it.
Icons are a versatile design tool. You can scale them, crop them, color them, make them into a pattern, mix two together to make a whole new design, and the list goes on. There are countless icon options out there these days, so choose one that feels unique to you and your audience. Avoid symbols used by other similar brands or your competition, and find one that is true to you.
If you’re going for a more classic, traditional, or timeless approach, go with a black and white logo. Think of iconic brands such Chanel or The New York Times – their logos fare perfectly when printed both in black and white, or in color, because the black remains the same both ways. Black can also communicate something more edgy or subdued, or something that should be taken seriously. You can always design a black logo, and add color to it for a special variation.
Before you start designing, you’ll want to narrow down the key aspects of your brand’s identity that are so integral that they belong in the logo. This could be the name, the slogan, any imagery, or any colors that feel relevant. If you’re not sure what those supporting elements could be, take some time to think through your brand’s goals, strengths, and values, and pick out the points that mean the most to you and your brand. Note them, and get ready to incorporate them into your design. When you arrive at the Logo Maker’s homepage, enter in some of those details in the spaces provided.
Pick from popular design trends to narrow down your brand’s aesthetic. You can select bold, elegant, modern, or decorative, and if those terms don’t mean much to you, use the paired imagery with each style to see an example of what that might look like.
Spark’s Logo Maker will populate plenty of icon options inspired by the information you provided, but if none of them meet the mark, try a new search in the search bar provided for something closer to what you envision. If you choose an icon and end up not vibing with it later on down the road, you can always switch it out when editing in your Spark Post workspace.
If you want more inspirations when designing your logo, you can try out our Logo Maker. Plug in your brand’s details, select from imagery options, and watch as the Logo Maker presents you with an array of options to choose from. Logo design has never been easier! Pick the design that resonates most with your brand, and know that you have every option to remix it to your heart’s content. Save, download, and share your logo everywhere and anywhere to create powerful brand recognition with your audience!