Any new project, business or organization requires something basic to exist: a name and a graphic element -a logotype- to be identified. It’s the place to start. Once we give a name to our project, we bring it to life. Graphic design, especially oriented to logos and brand design, is more than just drawing or doodling, or finding a beautiful typography which to type a name with. It is the art and discipline of exploring and interpreting a set of signs, of ideas, feelings, aspirations, images and metaphors that make up the DNA of a project, its goal and foundation, and translate it into graphic language in an effective and efficient way.

In other words, the design of a logo and an entire brand involves creating a set of elements that can convey, in a compact, simple and memorable way, the identity of a project or an organization.

So what do we need to keep in mind to create a logo, a brand that works? Without getting into academic stuff, we can certainly agree that to design and create a project DNA and an effective logo, the following cannot be missed:

Who am I? We explore everything that has to do with the essence of the project: Mission / Vision, What, Why, Where, When, How, Who, What For. We search for inspirations, aspirations, competitors and context. We have to understand who we are. And who we are not. Differentiation.

Who am I talking to?  This determines the audience, our audience. We have to be very clear about who we are going to talk to. Our brand is an act of communication, first and foremost.

Are the name and logo easy to remember? We are creating something that has to be simple to remember and, at the same time, should stand out.

Is it adaptable to its secondary uses? Where will the logotype be used natively? Online? Printed or Digital media? Is it the name of a mobile app or a supermarket? We need to make a list of the expected uses of the logo and prioritize them. Then make sure they are adaptable to all possible applications that the brand may have.

Does it work well in its three basic modes: color, grayscale and ink? Does it work well with white background and with a black or colored background? Does it look good in large and small size? We need to make sure we create a logo that works in all of these scenarios properly.

Is it original? Does it really have to? Originality is not always something sought for or desirable. In this sense, the creativity required to come up with something that works may pass unnoticed. But it’s about creating a logo that works for its purpose, and being original not always fits in this equation. This is something we have to be careful with. That being said, it’s healthy to explore and try some “creative” versions of an idea, if only to confirm that it doesn’t go in that direction.

Is it enduring or long lasting? This is an interesting question, because truth be told, big brands have not always asked this question or have ‘timelessness’ as a variable. Still, when we think about something that should last, it’s more a matter of assessing whether the elements we are using to build our brand are a hype or they can actually pass the test of times. There are designs or styles that are fashionable today and next year are totally “out”. Examples abound. We have to think smart when it comes to opting for one of these styles.

We go through all these points together, as a collaborative creative process. We designers work like a coach: we are going to help you get where you want to go. That’s our job. To do this, we have to work together, because the conception of a brand is a group creative act and that must necessarily arise from joint exploration. If you can answer these questions with a solid justification, quite possibly your logo and your brand is going to be a success. Visit my portfolio to see examples of logos and graphic brands I’ve designed during my career.

Once you have your brand design, your business DNA, name and logo, you will probably need a website, to be there for your clients and consumers on the Internet, active social media profiles and create a some graphic design deliverables to bring tangibility to your project or organization, to do your marketing and be remembered. Digital and printed designs that are usually developed for a project are:

Personal and business cards – it’s your presentation, your cover letter that you always carry with you.

A flyer, handout, brochure or triptych – for a more commercial purpose, that can be handed out.

Posters, billboards and banners to dress up your location and to make advertising.

Stationery: letterhead, envelopes, bags, notebooks, notepads, pens, etc.

Signage: if your project has a physical space – a practice, an office, a shop – internal indications are designed.

Other Applications in clothing or other substrates, depending on your activity.

The work involves a few stages with different timing and approach:

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