Logo design contains many essential stages. If any is missing, the result we get is a wrong logo. Before putting your pen down and draw some ideas, take your time to thoroughly do research and create strategy for your own logo. Understanding the market, studying the previous logos, learning from experts, etc is to make sure that the final logo is highly effective.

Logo is the face of a brand, good logo contributes to good brand identity on the market. Therefore, do not underestimate any stage, join DS-O to refer some useful tips on research and strategy for logo design.

1. Understand your competition

Before you even start working up a logo design concept, ensure you research your target market thoroughly. Your client should be able to provide some information about their competitors to get you started.

Compare all the logos in their competitive set. This research may well reveal some entrenched branding conventions in that market sector, and that can sometimes help your process by playing on familiar visual associations.

But bear in mind that many of the world’s most recognisable logo designs stand out specifically because they eschew trends and think differently

2. Ask the right questions

Strategy is becoming an increasingly important part of the branding process. What this means in practice will often depend on the scale of the project, but it all starts with asking the right questions.

According to Michael Johnson’s book Branding: In Five and a Half Steps, he advocates asking the following six things of the brand you’re working on as a starting point:
– Why are we here?
– What do we do, and how do we do it?
– What makes us different?
– Who are we here for?
– What do we value the most?
– What’s our personality?

3. Stay flexible during the process

Once you’ve formulated a strategy, you don’t have to set it in stone. That ‘and how do we do it’ part of the question represents the grey area between strategy and design.

According to Johnson, it can be a two-way street. Some conceptual, strategic ideas that work in theory may fall apart in practice when visualised; conversely, a compelling visual solution that emerges from left-field during the design stage can feed back into stage two and help evolve the strategy retrospectively.

1. Understand your competition

Before you even start working up a logo design concept, ensure you research your target market thoroughly. Your client should be able to provide some information about their competitors to get you started.

Compare all the logos in their competitive set. This research may well reveal some entrenched branding conventions in that market sector, and that can sometimes help your process by playing on familiar visual associations.

But bear in mind that many of the world’s most recognisable logo designs stand out specifically because they eschew trends and think differently.

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DS-O,
DSO,
dsovn,
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dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.
2. Ask the right questions

Strategy is becoming an increasingly important part of the branding process. What this means in practice will often depend on the scale of the project, but it all starts with asking the right questions.

According to Michael Johnson’s book Branding: In Five and a Half Steps, he advocates asking the following six things of the brand you’re working on as a starting point:
– Why are we here?
– What do we do, and how do we do it?
– What makes us different?
– Who are we here for?
– What do we value the most?
– What’s our personality?

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.
3. Stay flexible during the process

Once you’ve formulated a strategy, you don’t have to set it in stone. That ‘and how do we do it’ part of the question represents the grey area between strategy and design.

According to Johnson, it can be a two-way street. Some conceptual, strategic ideas that work in theory may fall apart in practice when visualised; conversely, a compelling visual solution that emerges from left-field during the design stage can feed back into stage two and help evolve the strategy retrospectively.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.
4.Respect a brand’s heritage

Widely heralded as a trend, the so-called ’retro branding’ movement was kicked off by much-lauded rebrand of Co-op, which reinvigorated its original 1960s mark and won one of Computer Arts magazine’s coveted Brand Impact Awards in 2016 in the process.

NatWest and Kodak followed within a few months. However, where genuine heritage and untapped potential exists in a mark, avoid throwing the baby out with the bath water and consider bringing it to the fore.

“It’s vital to put your ego to one side and not dismiss designs created by others – and in doing so consider evolution as well as revolution,” argued North co-founder Stephen Gilmore in an essay in Computer Arts

5. Remember: a logo is just one ingredient

As Brand Impact Awards judges Bruce Duckworth and Mark Bonner discuss in this video filmed during 2016’s judging day, logo design is just one small part of the modern branding process.

As Bonner puts it, the pyramid has inverted: people now engage with a brand through a huge variety of different touchpoints, and the logo is not always their first point of contact with a brand.

Keep this in mind as you develop your logo design: stay versatile and flexible, and consider how the logo interacts with the rest of the brand experience, from packaging to tone of voice.

4. Respect a brand’s heritage

Widely heralded as a trend, the so-called ’retro branding’ movement was kicked off by much-lauded rebrand of Co-op, which reinvigorated its original 1960s mark and won one of Computer Arts magazine’s coveted Brand Impact Awards in 2016 in the process.

NatWest and Kodak followed within a few months. However, where genuine heritage and untapped potential exists in a mark, avoid throwing the baby out with the bath water and consider bringing it to the fore.

“It’s vital to put your ego to one side and not dismiss designs created by others – and in doing so consider evolution as well as revolution,” argued North co-founder Stephen Gilmore in an essay in Computer Arts.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.
5. Remember: a logo is just one ingredient

As Brand Impact Awards judges Bruce Duckworth and Mark Bonner discuss in this video filmed during 2016’s judging day, logo design is just one small part of the modern branding process.

As Bonner puts it, the pyramid has inverted: people now engage with a brand through a huge variety of different touchpoints, and the logo is not always their first point of contact with a brand.

Keep this in mind as you develop your logo design: stay versatile and flexible, and consider how the logo interacts with the rest of the brand experience, from packaging to tone of voice.

Design Studi- Online,
Design Studio Online,
DS-O,
DSO,
dsovn,
design studio,
studio online,
design,
studio,
dịch vụ thiết kế đồ họa chuyên nghiệp,
dịch vụ graphic design,
dịch vụ design,
dịch vụ tư vấn định hướng hình ảnh chuyên nghiệp,
dịch vụ thiết kế nhận diện thương hiệu,
dịch vụ thiết kế hệ thống nhận diện thương hiệu,
dịch vụ thiết kế visual identity,
dịch vụ thiết kế logo,
dịch vụ thiết kế biểu tượng thương hiệu,
dịch vụ thiết kế logosymbol,
dịch vụ thiết kế logotype.

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