How to Design a Logo
                     HOW TO 
DESIGN A LOGO
What is a logo?
This question probably conjures up vivid images of 
a famous swoosh or an apple with a bite taken out 
of it. After all, we all know what a logo is. A logo is 
a symbol or design used to identify a company or 
organization, as well as its products, services, 
employees, etc.
In its simplest definition, a logo identifies. It’s how 
your company is recognized and remembered 
among others. It also functions as the face of your 
business.
Your logo can also be an opportunity to make a 
statement about your organization. Take 
Amazon’s, for example. The smiley arrow 
communicates that the company sells everything 
from “A-Z” and also represents how happy 
customers are when they shop with them. 99effect
  
Start With Your Story
Companies are created to make money — it’s not the most poetic statement, but it’s the one you need to start 
with. And in order to make a profitable business, you need to be able to sell yourself just as well as your 
product. Marketers today tend to agree that buyers connect much more strongly to stories than they do to the 
basic facts of your product. What does this mean to you? There needs to be some story in your logo. eymockup
Before you even think about what this logo will look like, take some time asking yourself what the story 
behind your company is. When we look at Coca-Cola, we don’t see a brown, carbonated beverage — we see 
polar bears and thick, white script letters.
 
Lay the groundwork
Logos such as Mercedes and Woolmark have become priceless assets for their respective companies. One of 
the most interesting parts of being a designer is that you get to learn new things with each new project. Every 
client is different, and even in the same profession, people do their jobs in many different ways.
To make it easier for consensus to be reached on your design idea, you need to ask your client the right 
questions from the outset: Why are you here? What do you do, and how do you do it? What makes you 
different? Who are you here for? What do you value the most?
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