Probably the question we get asked the most is how long will it take to design a logo. There is no hard and fast rule to that. One thing we can answer is how to design your logo?
It’s a process of research, inspiration, trying things out and testing. Everything about that process should be hooked around the message you want your logo to convey. What is the single thing you want to be known for and what iconic, but also unique visual will represent that?
Great brands have a clear sense of purpose.
This purpose is your ethos and the backbone of your brand. It’s the reason you’ve decided to dedicate your time to this project and the core purpose of why your product exists.
Before you go ahead designing your logo it’s important to think about how it’s going to work for you and will it connect to the message behind your brand. It’s the message that connects with your customers and gets them interested.
A good way to start strategising this is to think about these two elements.
Your brand story defines who you are as a brand and where you’ve come from. A clear vision for this story provides clarity for your brand. It should be meaningful and concise. Its purpose is to instantly ensure everyone understands who you are, why you are and where you’re going.
These are the key elements that serve to differentiate your brand from its competitors. What makes you special and in turn makes your customers feel special when they buy your product. Defining your brand’s differentiators will help you understand the focus of your brand strategy and ensure you stand out from the crowd.
It’s up to you how you want to do this. You may be surprised to learn that a logo starts with a lot of words. We find brainstorming, profiling customers and then gathering all that together in mood boards is the way to go at this stage.
Then you can start to see visual common threads and begin to visualise how to transform all that information into one little icon!
At One Line Studio we pride ourselves on our logo design abilities. Every logo we create is completely unique and we take the time to research, develop, design by hand, refine and revisit in order to create logos that are unique and meet the following criteria:
A simple logo allows for easy recognition and allows the logo to be versatile and memorable. Effective logos feature something unexpected or unique without being overdrawn.
An effective logo should be memorable and this is achieved by having a simple yet appropriate logo.
An effective logo should endure the test of time. The logo should be ‘future proof’, meaning that it should still be effective in 10, 20, 50+ years time.
An effective logo should be able to work across a variety of mediums and applications.
Good logos are appropriate for their intended purpose and position.
Our logo uses web-friendly font Lato, a humanist typeface designed with transparency in mind – the perfect fit for linking with our fair trade heritage. Transparency & Accountability is number 2 of the 10 fair trade principles. Lato’s designer, Dziedzic also added in a few little quirks which become more legible in larger point sizes. We loved the idea of this, that as it grows it also develops and changes which connects with the principle of design as something fit for purpose.
We have customised and redrawn the letter O to form our icon. Inspirations came from the astrological symbol Libra which represents justice; doing things right Ω—. Also from the mathematical Ω omega symbol, a notation for the ‘ultimate’ which connects with our commitments to always provide results.
Why did we look to mathematics for inspiration? Mathematical systems such as the golden ratio and Fibonacci sequence are found in both nature and design principles. Design principles are fundamental systems in the way we work, nature is that magical creative flair. Customising the symbol using an abstract leaf-wave shape to link our brand with the seemingly effortless ‘less is more’ beauty of nature was the finishing touch.
Tarsha’s logo for Organic Bed Threads was a clear cut East meets West message. Tarsha had a couple of pages of a business strategy and we were able to pick out from that the key messages that would appeal to customers as:
• East meets West.
• Organic cotton.
• Signature bespoke designs.
So the logo visual brought in the East meets West with eastern style typography in a gorgeous muted blue to give it that modern twist. The cotton bud icon represents the materials used and inlaid into that is Tarsha’s signature block print pattern design. Every element and message in a lovely little visual container!
This typographic logo design for The Big Breath Company in London is all about the infinite power that comes from practicing transformational breath and the health and wellbeing of the heart.
The Big Breath Company work with individuals and businesses in London to provide workshops on transformational breath as part of a healthy life and work balance. Find out exactly how we designed the logo here.