Branding is one of the biggest indicators of a company’s vision. You can make branding as complicated as you want or as easy as you want. Here are some easy steps to getting it right, I’m assuming by now you have a name for your business and you want to move onto making a logo and color schemes.
1. Get your colors right : Take a look at your vision and mission statement and pull outthe words that describe your business best. So I’m pretending to open a cookie store and my vision is “Savoury Cookie Store’s vision is to go beyond just baking delicious cookies, we aim towards making positive changes in the world. Our mission is to offer wholesome organic cookies, promote healthy and sustainable alternative lifestyle choices and foster social and environmental activism to our customers and community.” Yes I know it looks like I’m opening a wind farm that runs on cookies but this is all I could come up with in 30 seconds.
Pull out the words that define your business the most, here are the ones I chose:
- Delicious and Wholesome
So its time to find colors that match my business best, have a look at the color word definitions on http://www.color-wheel-pro.com/color-meaning.html and http://www.incredibleart.org/lessons/middle/color2.htm . If you can’t find the words you chose in the list then try finding ones that come closest. Using my list of words I shortlisted the following basic colors (dont start selecting hues and shades now, these aren’t set in stone), you only need 3 colors and 1 substitute color.
2. Choosing the right font: Use one of the free font websites such as dafont.com to get a font that fits your brand. If you’re going for a classic look then go for serif fonts, if you want something modern and curvy go for Sans Serif. My cookie brand is organic, uses fresh and sustainable ingredients. Getting a feel of that I’m going to go with something modern. Also don’t forget not all fonts are free to use, there is a difference in “free” and “free for personal use.” I only pick fonts that are “free.” Here are some fonts I shortlisted, its a mix of hand written and san serif fonts.
3. Logo and Shapes : We’ve got the font and we’ve got the colors, now we have to create a logo. Flat colored logos are in nowadays, so keep logos simple and easy on the eyes. Use simple shapes and manipulate them to create your brand identity. You can also manipulate letters in your name to create a logo, for example we can use the O in Co. as a cookie. We can also play with the lettering and combine the Co. with Co from cookie, so on so forth. My primary product is cookies so I’m going to go for a flat chocolate chip cookie logo. Sometimes the most cliche logos look great with the right fonts. Also its easier to remember a cookie as a logo than something thats squiggly and alien like.
So I’ve got three variations. I tried an infinite 8 loop, an eaten cookie and another one with crumbs. They were created using basic shapes, to be exact I only used circles to create the whole logo. The chocolate chips are warped circles and the eaten bits of the cookie are circular cuts from a whole circle. I added a subtle shadow to the logo, anything more than this would make it look like its floating in the air.
The Final Product: Now you’ve got your logo and your text, time to put them together and finish it off. Play around with the fonts by increasing spacing, colors, placements, capitalization and weights. This is the part where you can really go wild. Here are some of the ones I came up with.
You can get as creative as you like but remember to keep it in limits. I like to keep my logo’s simple and minimal, use upto 2 colors or 3 at most unless your logo is a rainbow. Try to use colors that dont hurt the eyes, that means nothing too bright and nothing too dark. Don’t over complicate things either, if you keep changing the logo over and over you will end up losing track of what it really means to your brand, iterations are good but too many and you’re lost in translation.