Branding: Finding Inspiration For Your Logo Design

When you hear the word “logo,” you may think of that famous swoosh for Nike or the apple with the bite taken out of it for Apple. Besides being a way to identify a company, a logo functions as the face of your business and is an opportunity to make a statement.  

If you are building a brand and are in the beginning stages of creating a logo, remember, even though a logo can convey a deeper meaning, it doesn’t have to. If you are struggling to come up with a logo you love, ask yourself, are you asking too much of it?  

Here are some tips from our marketing team at Charisma on how to find inspiration so you can design a logo you love!

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What Your Logo Isn’t

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Before we delve into how to design a logo, let’s first talk about what your logo isn’t.  Your logo isn’t:  

• Your Brand: Your logo isn’t your brand just as your brand isn’t your logo. Your brand encompasses your reputation, your values, and your community. It is built from interactions and touchpoints with your customers, not your logo.

• Your Visual Identity: Logos are a part of the larger picture that makes up your brand identity, but they are not the entire thing. Your visual identity will include your brand colors, typography, photography choices, visuals, website layout, and more.  

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The Importance of a Logo

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Since your logo is an essential part of your brand, you’ll want to make sure it is well designed since all your branding materials will have your logo on them. It’ll be on your website, your packaging, and the business cards that you hand out. Make it count!

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When it comes to designing your logo, don’t be afraid to think out of the box and be a bit different.

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A well-designed logo not only has the power to communicate what your business stands for but will also help you stand out from the competition by making a memorable first impression.    

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Define Your Brand Identity

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Your logo should convey the character of your brand. You must fully comprehend the essential personality of your brand in order to accomplish that. Making a design decision for your logo that supports your brand will be simpler for you if you have a clear understanding of what makes your company unique.

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To define your brand identity, ask yourself:  

• Why did I start this business?  
• What beliefs and values are most important to the business?  
• What do we do better than any other business?  
• What makes us special in our field?  
• If we were to describe our brand in three words what would they be?  
• What three words would we want customers to use to describe us?  

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While you’re here > 9 Things You Should Know About Your Customer

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Finding Design Inspiration

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The hardest part of designing a logo is searching for inspiration to help guide the design process. Here are some tips to make this part a little easier.  

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Brainstorm

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If you are a conceptual person, you may want to start by collecting verbal ideas. If so, get out a piece of paper and have a brainstorming session. Make a list of words that describe your brand or how you want it to be perceived. Think like a person in your target market and ask yourself what would be most important to them.  

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Remember, brainstorming involves getting all ideas out, even bad ones!

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Write down everything you come up with. One seemingly bad idea can spark another thought that will lead to your perfect logo. And while a one-person brainstorming session is fine, getting other people involved like your business colleagues or network can offer different perspectives and ideas to pull from.  

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Make a Mood Board

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If you’re a visual person, a mood board can be a great way to get inspired. You could create an actual board by collaging printed photos and magazine clippings. You can also use a digital program like Pinterest to save all your favorite logo ideas, fonts, colors, and other inspirations.   As you work you'll notice that your mood board will reflect what style or design features you naturally gravitate towards. Lean into this, and take note of what design elements you continue to save.  

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Check Out the Competition

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Your competitors are the best source of inspiration. Look at the existing logos and see what appeals to your target market. You can also use this to determine what to avoid.

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Make sure to properly differentiate yourself from your rivals while creating a logo. If every company in your industry uses a monochromatic color scheme, think about using color to stand out. Or, if everyone else is using a classic style, create a more distinctive logo to stand apart.

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Get inspired > The Secrets of Visual Branding

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Design with Charisma

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If your logo is lackluster or you are in the beginning stages of starting a new business, it calls for Charisma! Our team of marketing pros at Charisma Communications can help you design a logo that will impress your potential customers and truly make a statement.

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‍P.S. Check back next month for part 2 where we delve into the logo design process! Ready to stand out from the competition? Schedule a branding consultation with us today!