One of the members in my Big Brand System course asked a while back whether or not she needed a logo for her business.
You might think that’s like asking a surgeon if you need surgery for a medical problem. (Of course you do!)
And it doesn’t mean you can just type out your business name in Helvetica and call it a day!
Start by picking the right font
Let’s start with Doug, who loves donuts and coffee so much, he’s going to open a little breakfast counter on Main Street that specializes in caffeinated, roasted beverages, and fragrant, fresh donuts.
Doug doesn’t have the budget to hire a designer, but he wants to do something to distinguish his business. He starts by typing out his business name in Helvetica:
Boring! So he looks at different typefaces to see if he can find one with a little more personality. He comes across Futura, and notices that the “o” in this typefaces looks a lot like a nice, round donut — and the top view of a coffee cup! Perfect.
Tighten it up
But Futura straight out of the box doesn’t really work as a logo. When you enlarge the letters, the spacing between them is enlarged, too, and it’s too spread out.
So Doug tightens up the letter spacing by squinching (technical term ;-)) the letters closer together. Even word processing programs will let you do this: look for character or letter spacing settings.
Give it some zip
Then he decides to punch it up a bit more. He finds a brown color that reminds him of coffee, and a nice, warm orange that looks a little like a donut. He emphasizes the round letter “o” by making it bold, and changing the color.
It looks like Doug has a logo after all! It’s a memorable image he can associate with his business.
How about you? Have you put together a logo by yourself? How did it go? Are you still using it? Let me know in the comments.