The design process of a logo

hiking logo

People often ask me what’s involved in designing a logo or they wonder why it costs so much (I’ve even been asked why it costs anything at all. But that’s another story).

What is a logo?

A logo is a mark that reflects your brand, your beliefs and above all, your products or services. In other words, it reflects what you do and is essential for attracting new customers and gaining their trust in you.

A logo doesn’t have to be complicated and should get the message across quickly as people have limited time and a short attention span these days.

The design shouldn’t really show exactly what you do, but should instead hint at what you do. This is true unless you only sell one thing and never expect to change.

For example, if you sell hiking boots and think you’ll never branch out into all-weather clothing hiking equipment, then a logo showing a walking boot is fine.

But what happens if your logo shows a hiking boot in the design and you decide at some stage to start selling canoe equipment, then the logo might not be the right look.

So it’s best to design a logo that can be adapted for the future.

Of course, it’s possible to keep the boot design but to use a tent design, in a similar style, for the new tent venture.