How one can Design a Brand [Step-by-Step Guide]

I believe most of us can agree there are generic logos on the planet that we simply overlook, after which there are nice logos that we’ll all the time have the ability to acknowledge (even with out the model’s identify hooked up).

However what’s it a few brand that makes you acknowledge it? What’s it concerning the design that may elicit a reminiscence or perhaps a particular emotion?

If you happen to’re within the course of of making a brand to your firm, you are in a singular place to make a strong influence on how customers understand your model.

All the things you do, say, and, show as a part of your new enterprise will inform your prospects extra about your organization’s id. It is important to make sure from the start that you simply current a cohesive and clear assertion concerning your organization’s message.

And whereas a brand could seem fairly easy to create, designing an amazing one is not all the time simple. It includes a number of market analysis, a deep data of your purchaser personas, and considerate consideration of the rules of brand design. Usually, designers discover themselves creating many iterations of a single brand earlier than getting it “excellent.”

So, the place do you even start to design a brand? Proper right here. We have damaged down the 9 key steps (with a couple of suggestions thrown in) you may have to take to create a brand that not solely you like, however your prospects will too.

How one can Design a Brand for Free

Begin With Your Story
Brainstorm Phrases That Describe Your Model
Sketch Concepts Primarily based on These Phrases
Take a look at Your Prime Sketches With Your Purchaser Persona
Refine Your Chosen Sketch
Develop Your Brand’s Format on a Free Design Platform
Choose Versatile Colour Choices
Select a Font
Guarantee Scalability

How one can Design a Enterprise, Firm, or Private Brand

1. Begin With Your Story

Firms are created to make cash — it isn’t probably the most poetic assertion, however it’s the one you’ll want to begin with. And with the intention to make a worthwhile enterprise, you want to have the ability to promote your self simply in addition to your product. Entrepreneurs in the present day are inclined to agree that patrons join way more strongly to tales than they do to the fundamental info of your product. What does this imply to you? There must be some story in your brand.

Earlier than you even take into consideration what this brand will appear like, take a while asking your self what the story behind your organization is. Once we have a look at Coca-Cola, we do not see a brown, carbonated beverage — we see polar bears and thick, white script letters.

Coca-Cola logo design with polar bear on grey backgroundPicture by way of Coca-Cola

Step outdoors of what your organization does and convey why you do it. That “why” is the foundation of your story, and it ought to come by way of within the coloration, form, and typeface of your brand. In case your brand had been the title of a film, what would it not appear like?

2. Brainstorm Phrases That Describe Your Model

Now that you’ve your story, it is time to take your brand draft from story to setting. Open and enter a time period that greatest describes your product into the search bar.

For instance, should you’re within the clothes business, you may merely sort in “clothes.” You would be stunned by how descriptive the synonyms are that seem. You may even click on these outcomes to begin new searches and dig deeper as you zero in on the phrases that greatest seize your model.

Brainstorming exercise using to search for synonyms of clothing.Picture by way of

Discover 5 to 10 phrases that describe not solely what you do, however the why from the earlier step. Every of those phrases can match like items in a puzzle and assist information you to refining an idea.

three. Sketch Concepts Primarily based on These Phrases

Armed together with your why and some key phrases for course, seize a pencil and paper and begin sketching each concept that comes into your head. Permit every new idea to evolve by itself. Do not get annoyed if the primary few aren’t proper — hold refining, utilizing earlier sketches to affect the result of latest ones. You may focus these sketches on a form, the identify of your model, or each.

As you are sketching the ideas to your brand, hold the following pointers in thoughts:

Preserve the form easy. If you happen to can sketch probably the most symbolic elements in seven seconds or much less, you are in good condition. You must completely keep away from any standard clip-art art work or generic symbols like a globe, star, or related icons that individuals too simply establish from different locations. These are simply forgotten at first look. The extra artistic you might be at this stage, the higher your closing brand. Your brand is what your customers will keep in mind probably the most. Be sincere on this art work.
Colours can both be your greatest pal or your worst enemy. It’s essential to embrace coloration together with your brand, however be selective on which colours you employ. Be aware of present coloration developments already getting used in the present day and in your goal market. As a basic rule, do not select greater than three colours. Select a coloration or group of colours that may make you stand out out of your competitors. However please, for the love of selling, do not use the entire rainbow!

four. Take a look at Your Prime Sketches With Your Purchaser Persona

As soon as you have acquired a handful of various sketches on paper, take a step again and choose the highest three ideas. Do not suppose too exhausting about this — take into account the designs your eyes hold going again to, and choose them to point out to others.

Share these drafts with your mates, relations, and a colleague you belief. If potential, convey these sketches to somebody who most closely fits your purchaser persona — or your ultimate buyer profile. This provides you the best opinion in your art work as a result of it will probably point out how clients will obtain your model — not simply the folks near you.

Be ready for sincere suggestions and do not take any destructive feedback personally. These criticisms will solely make your closing brand higher. Use their suggestions to pick one closing idea to develop right into a design.

5. Refine Your Chosen Sketch

Congratulations, you are effectively in your technique to having an superior brand! As soon as you have recognized a sketch to run with, it is time to refine it and excellent the story you began with in Step 1.

To start refining your brand, look again on the phrases you recognized while you first used in Step 2. Now have a look at your chosen sketch and ask your self: Which phrases does this sketch not but seize? Use them to develop your sketch additional, and add again the traits you appreciated greatest concerning the designs you did not find yourself selecting for refinement.

6. Develop Your Brand’s Format on a Free Design Platform

Now, it is time to get technical and switch your paper drawing right into a usable digital format. To convey this design to life, you may have many free design platforms accessible to recreate your sketch in digital format. Listed here are a couple of free options:

The platforms above will help you place your sketched brand in digital format, however bringing your idea to life for a enterprise viewers requires a little bit of technical course. One of the crucial necessary issues to get proper is the structure. Make certain your whole textual content and shapes are completely spaced and the brand itself is aligned with its environment. 

Your brand would not must be symmetrical, however it ought to be aligned in several contexts. Likelihood is, you’ll encounter conditions when your brand sits towards totally different vertical and horizontal borders, and it ought to seem even with these environment regardless of the way you may repurpose your brand and the place you may publish it.

7. Choose Versatile Colour Choices

Your brand’s coloration scheme may look nice towards the colour of the canvas on which you designed it, however finally, your brand shall be positioned on backgrounds whose colours you did not begin with.

Let’s revisit our Coca-Cola instance from Step 1. As you’ll be able to see beneath, the corporate’s brand can work throughout any coloured can it sells.

Coca-Cola's logo design with versatile placement on four different colored cans.Picture by Jay Moye

All the time make sure you have brand coloration variations for each darkish and light-weight backgrounds. That may imply solely having to vary the colour of your font. Or, in some instances, you may need to vary the colour of your complete brand.

Create considered one of every choice to be sure you’re ready when ordering promotional merchandise that may show your brand. T-shirts, stickers, notepads, and low mugs are only a few of the numerous objects for which you may have totally different coloration variations of your brand.

eight. Select a Font

That is the time to mix textual content with imagery. If you happen to’re chosen sketch is primarily a form or image, relatively than textual content, start to issue within the written identify of your organization. Take into account the typeface this article will carry if your organization identify ever stands by itself with out the image.

Consider it or not, your font alternative can say so much about your small business. You may select a font that is both serif (with stems on every letter) or sans serif (no stems) — also referred to as traditional or fashionable, respectively.


Keep away from generic fonts that come commonplace on each phrase processor. Some examples of generic fonts are Occasions New Roman, Lucida Handwriting, and Comedian Sans. These fonts will solely work towards you and your organization by making you much less memorable.

9. Guarantee Scalability

Logos are supposed to characterize your organization on a number of platforms — in print, in your web site, on every of your social media enterprise pages, and throughout the web as your small business grows. You desire a brand that may be blown up tremendous massive for a billboard, but in addition scaled down for screening onto the aspect of a pen.

Each a part of your brand ought to be legible, whatever the brand’s dimension.

Whew — nonetheless with us? We all know this may appear a little bit overwhelming, however take it sluggish and do not rush your self. It is higher to observe the method by way of to completion and finish with a outstanding model than to begin over a couple of months later as a result of a design error or change of coronary heart.

As soon as you have accomplished your brand, how are you going to inform should you scored a winner? Simple: Use our Brand Grader to evaluate the sustainability and effectiveness of your new brand.

Co-authored by: Rachel Begg, Julie Hruska, and Britt Schwartz

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