[MUSIC PLAYING]
Hi, I'm Pete from HubSpot.
And today, I'm going to show you how to design a logo.
If you enjoy this video, don't forget
to like it and subscribe to our channel.
Post any questions or suggestions
you have in the comments below.
Let's get started.
If you're creating a logo for your company,
you're in a unique position to make a powerful impact on how
consumers perceive your brand.
But how do you even begin designing a professional logo?
We've broken down nine simple steps
to help you create a memorable visual identity for your brand.
Let's jump in.
Step one, start with your story.
Before you even start designing, take some time
to ask yourself what the story behind your company is.
Your story is bigger than the product you sell.
For example, when we look at Coca-Cola,
we don't see a brown carbonated beverage,
we see polar bears playing in the snow,
and people laughing as they share a Coke.
Step outside of what your company does
and focus on the why.
That why is the roof of your story,
and you'll need to keep it in mind
as you explore the color, shape and typeface of your logo.
Step two, brainstorm words that describe your brand.
Now that you have your story, it's time to dive
into specifics.
Open thesaurus.com and enter a term
that best describes your product into the search bar.
For example, if you're in the clothing industry,
you might simply type in, clothing.
You'll be surprised by how many descriptive synonyms appear.
You can even click these results to start new searches
and dig deeper as you zero in on the words
that best capture your brand.
Find five to 10 words that describe not only what you do,
but also why you do it.
Step three.
Start sketching out your first visuals.
Armed with your story and a few keywords
for direction, grab a pencil and paper
and start sketching every idea that comes into your head.
Allow each new concept to evolve on its own.
Don't get frustrated.
If the first few aren't right, keep refining,
using previous sketches to influence
the outcome of new ones.
You might focus these sketches on a shape,
the name of your brand, or both.
As you start to translate your thoughts into visual elements,
keep the following things in mind.
Keep it simple.
If you can sketch the most symbolic components
in seven seconds or less, you're in good shape.
Avoid visual cliches and commonly use symbols.
These generic elements are easily
forgotten at first glance.
Colors can either be your best friends or your worst enemy.
Don't choose more than three colors.
And select colors that complement your brand's vibe.
Remember, you don't need to get it right on the first try.
This stage is about starting to get your ideas down on paper.
Step four.
Test your top sketches with your buyer persona.
Once you've got a handful of different sketches on paper,
take a step back and pick the top three concepts.
Don't think too hard about this.
Consider the designs your eyes keep going back to.
Share these drafts with your friends, family members,
and a colleague you trust.
If possible, bring these sketches
to someone who best fits your buyer persona
or your ideal customer profile.
Use their feedback to select one final concept to develop
into a design.
Step five.
Refine your selected sketch.
Congratulations, you're well on your way to
having an awesome logo.
Once you've identified a sketch to run with,
it's time to refine it and perfect the story you
started in step one.
To begin refining your logo, look back at the terms
you identified when you first used thesaurus.com.
Now look at your chosen sketch and ask yourself,
which terms does this sketch not yet capture?
Use them to develop your sketch further.
Step six.
Develop your logo's layout on a free design platform.
Now it's time to get technical and turn your paper drawing
into a usable digital format.
To bring this design to life, you
have many free design platforms available to recreate
your sketch.
A quick Google search for free logo maker or free logo
designer will point you in the right direction.
Step seven.
Finalize your colors.
Always be sure to have logo color
variations for both dark and light backgrounds.
That might mean only having to change the color of your font.
Or in some cases, you might have to change
the color of your entire logo.
Step eight.
Finalize your font.
This is the time to combine text with imagery.
Believe it or not, your font choice
can say a lot about your business.
You can choose a font that's either serif or sans serif.
A serif font has tails on the letters,
and is usually associated with a more classic, elegant feeling.
A sans serif font doesn't have any tails on the letters,
and usually gives off a more modern vibe.
Step nine.
Ensure scalability.
Logos are meant to represent your company
on multiple platforms.
In print, on your website, on social media, and across.
You want a logo that can be blown up
super large for a billboard, but also scaled down for screening
onto the side of a pen.
Every part of your logo should be legible, even when
it's scaled to different sizes.
And that's it.
You have a great new logo that reflects your brand's story.
Need some additional help designing your logo?
Click the link in the description to learn more.
Thanks for watching.
If you enjoyed this video, be sure to like it and subscribe.
Let me know how your logo is coming along in the comments
below.