Logo Design.

Daunting or fun?

Logo design fun or daunting?

You have your business idea you have this grand vision of how you see yourself in 5 years or do you? It does not matter what industry you are in every business needs a face. This is your logo. You need a design that you will love, it’s going to stick around for a long time!

When Carolyn Davidson first unveiled her ‘swoosh’ design to Nike did they envisage how it has become one of the most recognised brands on the planet? Logo’s are a brands face, they are the most important decisions you will have to make when starting your own business. It is an integral part of your business it will be seen everywhere. I hope to give you a little help when thinking about your design. Let’s get that logo that you love!

logo, branding, graphic design, business identity

Graphic? Symbols? Typographic?

When you look at all the different logos in the world what are you drawn too? There are basically three different options, Typographic, illustrative or abstract. What’s the difference?


Do you have a love of tradition? or a soft spot for a font or two? This is not the only way a typographic logo can come to fruition. I have put together a board on Pinterest to give you a few ideas. The clever way that letters are placed can really change the perception of the design.

Typographic logos are the most common designs, they are no-nonsense, to the point this is who we are! These can also be the most trickiest for us from a design point of view. Think about Serif, slab serif, san serif, script… the list goes on and on! You need to think about so many factors of the style, shape, weights. Extremely intuitive handling of typography along with countless hours of effort is needed to create a readable, memorable and personable mark. In many cases, a typographic logo design is a starting point for the addition of descriptive or symbolic elements. You will know what you like and what you don’t like – Tell your designer they can then help you bring your ideas to life!

“Sometimes when an idea flashes, you distrust it because it seems too easy. You qualify it with all kinds of evasive phrases because you’re timid about it. But often, this turns out to be the best idea of all.” – Saul Bass


Logo designs that feature illustration are very unique and often associated with certain types of businesses. Illustrations are widely used in packaging for organic companies, it is very fashionable within the food and drink industry. I have put a board together on Pinterest to give you an idea of how and where it is being used. Illustration is attractive think about your target market this might appeal more to a feminine user.

Abstract Design

A perfect example of this is one that I mentioned previously, the Nike swoosh, what feedback was given when Carolyn presented it “I don’t love it,” Knight told her, “but I think it will grow on me”. Abstract designs are ‘growers’ they are the clever ones, sometimes you don’t see it at first but when you do it clicks and you will never forget it! Look at the arrow in Fedex, how clever is that! Again a little Pinterest board to help you see the difference in all the various options.

“Sometimes when an idea flashes, you distrust it because it seems too easy. You qualify it with all kinds of evasive phrases because you’re timid about it. But often, this turns out to be the best idea of all.” – Saul Bass

Hopefully after looking at all the above you will have a good idea of what you like and what you don’t like now let’s look at some questions you need to ask yourself.

Target Market

Who is your target market? Who are you selling to? Your design need to reflect this market it needs to grab the attention of the people buying your services or product. Look at the people who buy your products, find out what they like. With technology and media the way it is we can research this easily, which leads on to the next question…

Main competitors

Who are your main competitors? what is their branding? what colours are they using? This we can find out really easy now! a quick Google and its all there. When thinking about their branding look at all elements and give them a score, how they can improve it? What would you do differently, this again leads on well to the next question.


What differentiates you from your competitors? Looking at my business I wanted to give my customers bespoke designs and a lasting relationship with value to the small business. I work closely with my clients allowing them to have a say in everything every step of the way, I like to include my clients like a partnership this will make my clients feel valued and listened too. Why are you different?


What emotions or feelings do you need to emote? Are you appealing to a certain audience? Think of a nursery their brand needs to say fun, caring but responsible. The age they are covering is primary 2-5 so what would the design need to feature or say? Leading on finally to…

Tag line  

Do you have a tag line? If so do you want it featured within the design? This will affect the overall shape of the logo design. Have fun with a tag line that reflects your new venture.

logo, branding, graphic design, business identity

F&R Designs March 2017

What next?

Now you might have a little more incite to the things that you need to think about before embarking on your journey, if you are looking for more help please feel free to contact me I will be glad to help. I can send you a brief form to go through which will help. I will be going further into the process looking at colours and what they can represent.

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An excellent cause.