5 Branding Basics Every Logo Designer Should Know

5 Branding Basics Every Logo Designer Should Know
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Jan 12 2010 by Fatima Mekkaoui | 64 Comments | Stumble Bookmark
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While many articles try to dissect the process of designing a logo itself, I will attempt to share tips from
my experiences with branding-focused logo design for the real world.
Photo by lpwines
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With the surge of "stock" logos, the quality of branding for new companies is literally going downhill.
Many new designers fail to see that a logo, unlike any other design element, is literally the face of a
company, and hence attached to a much larger beast. You cant peel it off from a book and slap it onto
things like a sticker.
A logo versus a brand

Lets begin with the fine difference between a logo and a brand:
Logo
"The logo (ideogram), is the image embodying an organization. [...] Logos are meant to
represent companies brands or corporate identities []"
- Logo as defined by Wikipedia
Brand and identity
"[A] burning scar [with] bankable value"
- From BusinessWeek
1. Research, research, research
Research is everything. Its your first and last name, as well as your food and bed, when you are creating
a brand.
Research is the most important part of designing a logo, and branding as a whole. Logo design with
strong branding focus can easily push the limits of a five-figure budget primarily due to extensive
research.
Whether you are a solo freelancer or part of a branding team, your clients target audience will heavily
influence the decisions you make and the direction your design goes towards. Understanding a companys
marketing strategy is as important as placing the keystone in a building foundation. Research
encompasses everything from typography selection to presenting to a focus group.
2. A strong name is recognizable
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Photo by Stuart Chalmers

Giving an identity a name and then giving the name a face. These are your bottom line goals when
planning out your design. In that order. A strong name, with or without a mark, has to be recognizable
without any taglines. It must carry weight of its own.
For the life of me, no one can remember my last name, much less how to pronounce it (its Mekkaoui by
the way). But, say for example, I had you write it and pointed out that it included all the vowels in the
alphabet, then you might remember me next time you come across it.
In branding however, we dont have that luxury. I would have to be able to catch your attention as you
zipped down the supermarket aisle. Hence, I made a short, rare name that I identify myself with and use
persistently all over the web: Imokon.
When Coca-Cola briefly changed their formula in 1985, people flipped over sabotaged history. Can you
imagine their reaction if Coca-Cola changed their name to Sanscoca Fizzola? Exactly.
Coming up with a strong name can either be fun or a complete burden. Regardless of whether its made
up (Skype), a misspelling (Google), or a simple word (Borders, Apple); it all goes back to marketing
strategy. You can read more about brand name types here.
3. A good logo builds trust
The logo is the first impression, of not just who a company is, but how trustworthy it is and in turn, how
much a consumer will open up.
Lets say you point your browser to go.com.
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It is very probable that one of three thoughts will go through your mind:
This place has a crappy Disney-esque logo.
Is this a Disney company too?
Whats the point?
to which Ill answer: the first two possible answers are exactly what I mean about "face". That bubbly
calligraphy used in the signature Walt Disney logotype is so well branded that the word "Disney" is all
that you would think of.
This is the difference between "This is a trustworthy site because its obviously Disneys" or "This is a
spam site and they couldnt have made it more obvious".
4. A good logo is distinctive and unique
Photo by pshutterbug
A strong logo, like a handsome face, does not tell you whats inside; rather, it is a strong distinction
amongst the masses, despite impersonation.
Another way to look at it is:
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So
You probably didnt read the word cup in the second logo. Your eye stopped at "Coffee".
The first three, especially if rendered in grayscale, look very similar.
The green caught your eye more than all the brown.
You blinked at the Starbucks logo because it wasnt really a Starbucks logo but you still heard
Starbucks in your head.
The creativity in designing a logo is not focusing on the subliminalor the artits in making an impact.
The subtle hints (like the FedEx arrow for example) come naturally after the fact.
5. Details can make or break your design
Now that we got the big items out of the way, lets focus on the nitty-gritty stuff. You can waste a lot of
time going back and forth with ideas, but in the end, simplicity is always a win-win solution. If youve
never applied the KISS principle (keep it simple, stupid), you can be rest assured that you will in your
logo project.
Typography:
If you have it made as a branding firm, you will have a very experienced typography expert on your team.
If not, youre still not completely out of luck.
Reflecting back on the clients target market youll want to see what kind of fonts are common in that
industry and what fonts are used by top competitors. Hint: one of the best ways to do this is looking at
movie posters and magazine covers.
For example, the Bank Gothic typeface is mainly seen in action or sci-fi movies like X-men Origins:
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Wolverine or Hancock, but its been used in bad taste in Chipotle and Capital One Bank buildings.
Now the ITC Avant Garde Gothic typeface is almost a default fashion industry standard. Yet, Ive seen
Bank Gothic font used for a designer swimwear brand. Go figure the fact that it was active clothing in
nature might have made all the difference.
For a more "antique" impression, many go with Trajan Pro, which traces back to ancient Roman columns
and works wonders anywhere from Micheal Jacksons "This is it" to law firms or universities. However,
you would never want to use this on packaging for baby products. Its simply doesnt give off a good
vibe.
Another note on picking out a font: you want to implement some form of customization such as kerning
(see Fedex example above). At the same time, you want to be able to provide your client with a font they
can use to make matching items down the road, such as presentations, invitations, and brochures.
A full branding package includes a chosen font family as well as recommended measurements that are
eventually enforced on all branded objects/materials such as folders, envelopes, business cards, etc.
Type is everywhere. Make sure your choice ties in psychologically with your clients goals.
Color:
If anything, the "Starbucks green" example we discussed above must have given you a clue that color is a
very huge deal. You dont make a logo a certain color because of the obvious product, but you choose
based onyet againpsychology. There is no straight to the point color picker for logos, but researching
the target market will get you there.
Blue, for example, is a favored corporate color because it buys a calming factor, yet when asked to make a
sexy logo for a stylish company, Ive pulled in the reds and blacks. This combo makes your blood rush
and gives off an aloof aura all at once. Even so, the actual hue of red can make a huge difference in
impact when it comes to print and paper stock.
More on color psychology here and see it in action here.
Shape:
Speaking of blue, boxes are also ever so popular (make sure to read the comments on that page). As well
are circles. In fact, it has unintentionally become too easy to assume that the letter M in a circle can
indicate a public transit service. So, you might want to think hard next time you think of working with a
logo that consists of a letter in a shape.
Another note on shape, aside from standard geometry please make sure theres no phallic undertones in
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your logo. Unless that is indeed your intention.

Scale:
Scale matters. When you are going to make a logo, you have to assume that it will be blown up to the
entire side of a building wrap and printed as small as a quarter of an inch in height.
Now you cant satisfy everybody, but
Please do yourself and everybody a favor and design in vector. Regardless of your opinion on this, it will
cost you and your client down the road if you dont.
Make sure all of your art is clean; no extra and unnecessary points. If you see it, then it will be seen by
someone else.
Gradients are a new trend, but dont abuse them and make sure it can be replicated in one color. Some
things just wont play nice with them.
Conclusion
Many of the above principles affect more than just logo design, as branding encompasses everything that
has to do with a companys image. Yet, everything else seems like another extension of what the logo
does for a company. Information is beyond plentiful and you have no excuse not to do your homework.
Other good reads

Best Brands of the World
Learn logo design from top brands
Fake Logo Designs: Revisited
The O in Obama
Show and tell

What are your experiences with designing logos? What other tips and thoughts would you like to
share? What are some of your thoughts on current branding trends?
Related Content
Popular Logos with Hidden Symbolisms
15 Excellent Logo Design Tutorials Using Illustrator
70 Excellent Logo Design Tutorials and Resources
Related categories: Graphic Design and Tutorials
About the Author
Fatima Mekkaoui, aka Imokon, strives to help small businesses develop a commanding
brand and online presence and educate them about it. To get in touch, visit her site or send a tweet
@Imokon.
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64 Comments
Tony
January 12th, 2010

A good logo is also timeless. A good logo has that special element that you just know exists but cant
figure out exactly it is. Thanks for the article!
Jason
January 12th, 2010

Not a bad article, but given that:
With the surge of stock logos, the quality of branding for new companies is literally going downhill.
I have to ask, which literal hill is it that the quality is going down?
ThisIsInspired
January 12th, 2010

Very well written piece. I appreciate you covered all relevant topics on logo design succinctly and well.
Its amazing how often we still see poor logo creation.
Thx!
Raja Sandhu
January 13th, 2010

Nice write-up on logo vs brand design, Fatima. Really loving they way you make point 4, you totally got
me with that one.
- Raja Sandhu
Robert Anthony
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January 13th, 2010

ATT: admin!!! Sorry if this is double, Im on an iPhone and it lagged when I submited it, feel free to
disregard one of them.
Imokon,
Wow. This was the most informative and well written article I have read in a while. I thought it was going
to be basic info but how I was wrong. I honestly have nothing to add, but I have learned some valuable
insight. Thanks for the post.
Tom Simpkins
January 13th, 2010

Fantastic article Fatima.
While logos primarily represent the visual manifestation of brand identity, they are most often the first
point of contact with the brand experience. If the logo creates an initial image that isnt consistent with
brand identity, the organization starts off the brand experience by sending mixed signals.
Matt
January 13th, 2010

Very interesting read, thanks !
designfreek
January 13th, 2010

Thanks for great tutorial.. These tutorials help in making sometimes awesome stuff.. one i found here..
http://www.webdeveloperjuice.com/2009/12/31/20-logos-with-clever-use-of-imagination/
Thanks once again.
Graham
January 13th, 2010

Thanks for the great article!
I found it very insightful!
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Michiel Ebberink
January 13th, 2010

aaah. that was funny. I immediately thought about disney with the go.com logo.
Craig
January 13th, 2010

That was a great read, thanks.
Nic da Costa
January 13th, 2010

Great article! Thanks for the refresher! Definitely agree with you that some new designers these days
forget these basics!
Jordan Walker
January 13th, 2010

Great article, enjoyed reading.
Mike
January 13th, 2010

Thanks for the article, Fatima! Its full of good, thought provoking ideas.
Shannon
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January 13th, 2010

Great article, I whole-heartedly agree that designers need to be educated in branding and not just how to
make something look good. Logos are a representation of your whole company, your products,
philosophies, your mantra. All of that has to fit in one tiny logo.
@Jason I completely disagree that quality branding is going downhill. I think if you fall into the trap of
thinking that everything cool has already been done and stock logos are quick and easy, then yes the
branding work you produce will be poor. But if you strive to create something great that fits your
customers company, and targets their audience, then your branding work will be successful.
Copperplate
January 13th, 2010

Overall a nice list of general guidelines. Although I was a bit upset that you didnt use Copperplate Gothic
Bold as one of your recommended fonts. Its an honest mistake, but really its the best font in the entire
world.
Imokon
January 13th, 2010

Glad to hear you are all enjoying the article thus far, thanks!
@Jason
The hill basically stands as timeless originality and character of a brand at the peak, with duplicated
over-worn methods at the base.
For example many fonts dont distract you from the brand/logo, but say for example using the Scriptina
font from everything to header copy on fliers to logos of high-rise living and restaurants, well those logos
have now lost their edge. They are no longer at their peak.
Shawn Hooghkirk
January 13th, 2010

Its amazing how much information you can gain by doing your research through magazines. You can not
only find typefaces like you mentioned, but can be used to research a niche (if theres a magazine for it,
theres a market for it.) Ed Dale is a great proponent of this.
Thank for sharing Fatima, as Ill be adding these to my checklist.
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Gonzo the Great
January 13th, 2010

Hi Fatima,
thanks for a great article: a recap of all the things a logo designer should research, do and implement
when designing a company logo. Its a pity so many forgot, or just dont know, these (old school)
principles!
And you got me with your Star Wars Coffee, funny and good example! Your article also explaines why a
good logo can never cost 95-200USD, youll probably get some clipart and free fonts!
Great read, Cheers & Ciao ..
Just...B
January 13th, 2010

Great info and good refresher. Thank you very much. So glad you mentioned the gradient thing.
Gradients and reflections appear to everywhere and on everything and not always a good choice.
Mike
January 13th, 2010

Great piece. Research, research, researchit cant be said enough.
Melody
January 13th, 2010

On the topic of a good name, sometimes companies dont choose names that arethe best for design, it
really takes a good designer to be able to put a face to a company name that is no way related to what
they do..Its unfortunate because good logo design should be a reflection of a united marketing plan..
Imokon
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January 13th, 2010

Youre welcome everyone!
@Shannon Good answer! Though the plethora of such stock logos is what is causing branding to go
downhill, as many younger companies do not consider this fact, they only look at the price tag.
@Shawn Hooghkirk I couldnt agree more! I will be elaborating on this as well in a future article at some
point.
@Copperplate Well to be quite frank I am partial to sexy Avant Garde Gothic myself, but every font has
its time and place, and Copperplate is definitely on the list of first fonts to go through.
Matt
January 13th, 2010

Go.com is indeed owned by Disney, so it seems that the logo has done just what it was supposed to do.
gweb
January 13th, 2010

is big work to have good logo
Gabriel
January 13th, 2010

Thanks for the article, Fatima!
Jos Ramn
January 13th, 2010

You dont imagine how useful I find this article! Thank you!
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Ivan Ereiz
January 13th, 2010

Its a great list for designers and clients. It shows the value of the work that goes into the development of
a logo.
Inside
January 13th, 2010

Logo design is not as easy as it seems! It takes a lot of work and dedication to learn how to design classy
logos which fit themes, and these are some great tips here
Justin Moore-Brown
January 14th, 2010

I think Im just gonna print this out and show it to my clients lol.
Thanks!
Sarah
January 14th, 2010

Going through my inbox and filtering through my much anticipated design feedsI must say, this is the
first one in a while that I have read in its entirety and plan on keeping it to share with others (maybe slip
it to my clients) GREAT article, you have no idea how useful I find it! Thank you!
On a side note, its refreshing to have articles from a female designer!
David
January 14th, 2010

I think Jason is merely pointing out that the quality of branding is figuratively, rather than literally, going
downhill (unless of course, Pentagram are moving to a valley).
Good to see the research you put into this. I think a lot of designers get caught up in the clichs we always
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repeat without understanding the thought behind them. Being introduced to a company is much like being
introduced to a person you might go on to have a great relationship, but its the first impression that
creates that opportunity.
Jarad Johnson
January 14th, 2010

I stopped reading when you promoted Trajan Pro.
Imokon
January 14th, 2010

Thanks everyone!
@Justin Moore-Brown, @Sarah Thanks for the encouragement :)
@David I do see your point, thank you.
@Jarad Johnson Im sorry to hear you thought I was promoting Trajan Pro. I personally push Colaborate
in such themes personally, however Trajan Pro is a more obvious example for all readers to see without
thinking too hard.
TonyT
January 15th, 2010

literally the face of a company
No. Virtually, or figuratively, but not literally.
And again, the quality of branding for new companies is literally going downhill.
Huh?? Quit. Stop it.
To quote Inigo Montoya, You keep using that word. I do not think it means what you think it means.
ryanMoultrup
January 15th, 2010

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I happen to really like the second coffee logo. You are right I did not catch the word cup. It is very
cleverly designed to look like a cup. I think it is a great play on the word and is fun for people who do
pick up on it.
Imokon
January 15th, 2010

Good observation!
I suppose thats why I havent pursued writing as I have other things, will keep it in mind :)
Nikhil
January 16th, 2010

Really amazing read.
Everything is perfectly explained! Type, Color, Shape EXCELLENT!!
Kevsgreat
January 16th, 2010

With point 4 how much is the recognisation of the Starbucks logo is because of the millions and millions
that particular company spends on marketing its brand?
Konstantin
January 17th, 2010

Sweet article, thanks. Im actually just past a logo design for a new startup, and I think I met all the points
listed above, except maybe one ;)
Thanks again,
~ K.
Walter Werzowa
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January 17th, 2010

..and then there is the world of audio logos, which works (ideally) in tandem with the visual logo.
Imokon
January 17th, 2010

@Kevsgreat Spot on. If you look at a generic brand at the grocery store, or a knock-off perfume package
youll notice that many try to feed off of whoever marketed better, saving themselves money so to speak.
@Walter Werzowa Absolutely right! A definite must in branding. I think I might cover that next :)
Ludovic
January 18th, 2010

Very good read. Thank you so much for the article.
Simon Carr
January 18th, 2010

@Imokon Great article on branding, appreciate your insights especially the starbucks logo part.
SoulTraveler
January 22nd, 2010

Great Article! So thorough and informative. Good job Fatima! :-)
Roberto Blake
January 31st, 2010

Great article on branding. This is very straight forward and to the point, its completely spot on.
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Mike Healy
February 4th, 2010

I have to object to the use of the word literally as well (going down hill, the face of a company). This is
the complete opposite of what literally means.
Its always annoyed me when TV presenters do this; turns out its annoying on the internet too :)
Turbo W. Trash
April 7th, 2010

Would love to see a logo design for my site!
waaab crew
April 15th, 2010

interesting articlethanks for sharingchears
cameron white
May 27th, 2010

The logo people realize the fact that a successful logo design helps a rock group to achieve recognition,
trust, admiration, and most importantly gain a high fan base. A Band logo design is a crucial element of a
its commercial brand or market entity. Music doesnt always just sell itself; a music group must also be
marketable and appeal to the masses. If an upcoming band can prove this, they will be more prepared to
acquire a recording contract. The shapes, colors, fonts, and images that are used in creating Band Logo
design are kept unique and usually different from other identity images in a similar market.
fiona
June 29th, 2010

branding basics true, godd stuff!
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Nathan Smith
July 15th, 2010

What people fail to mention when discussing good logos is the strength of the company/product/service
that is offered. All of the examples that you have mentioned represent a strong product or service, and that
is why they mean something.
chris
October 20th, 2010

great write up!
This will be very helpful in my logo creation!
LITHOSPARK
January 10th, 2011

Good article! :)
Bea
January 26th, 2011

Great article. Better than a lot of textbooks. Thank you!
sonny
February 16th, 2011

great topic! must read for every one in the design industry
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Ray
April 9th, 2011

With all due respect, because you wrote a good piece, however Jason is correct. Design can not litteraly
go down hill, unless it is magically transformed into a physical object capable of going down an actual
real hill. A line on a piece of paper, is just a line on a piece of paper. It may represent a hill, but its not a
real hill, and even if it were, design as something that is an abstract concept can not literally go
downhill the way a car or bicycle can.
Darren
August 18th, 2011

Its also important that a logo be clean and distinguishable in black and white. Not grayscale, but pure
B&W. Logos get faxed, printed on receipts, and etched into glass. If your design is some elaborate
photographic image, it wont look good in simplified media.
Olayinka Falase
August 25th, 2011

That was a great piece! thanks
Balogun Olalekan
October 9th, 2011

is really useful. thanks
Malaama
October 20th, 2011

Ive read a few articles on logo design and branding but none as clear and straight forward as this one.
Many thanks.
Now Ill go design a logo for myself!
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Aniket from Tech-Magneta
October 28th, 2011

Really nice post.
Im new into logo designing.
Have understood that research about an entity is very important when creating a logo for it is.
For me, a logo should be simple, distinct & captive in nature.
Thanx fatima.
Cyprus
November 25th, 2011

Great article. It should be remembered that a logo can sell, but only if it is a good one. This is a matter
that should not be taken lightly. Research, take your time, invest in a good designer and your efforts will
pay off.
Randall Street
November 29th, 2011

Its a great article Fatima, very informative for graphic artists and new businesses alike. Good luck on your
career.
R. Street
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Jan 12 2010 by Fatima Mekkaoui | 64 Comments | Stumble Bookmark