The evolution of a logo
A logo doesn't just appear overnight. There's a lot of decisions that go into designing one like what you're trying to convey to what are people receiving about your message.
To demonstrate the iterations of a logo, I wanted to show my own. Creating a logo can be difficult since there are a lot of ways to show a brand and how to approach it. Especially when since it was my own brand, it was hard for me to try and showcase it.
Step 1. Choose a name and get something together.
I did start mocking out logos of potential names, but none of these made it close to the final cut. When I arrived on "Florida Winter Marketing" it just stuck for me even if it didn't for others.
I did have a very early version of the logo my final name choice, but it was not very interesting. This was the first, not very interesting attempt at creating a logo. I knew what I wanted as a logo (a neon palm tree) but couldn't get it, so I settled for a temporary one.
Step 2. Reiterate.
I decided to never show anyone the first logo because it did not adequately represent my brand, but I did try again. My goal was to showcase being different, so I came up with the photo below.
I like pineapples, loved that it came in a unique color, and found the photo online. While I did like it, it didn't really speak to the name as well as it could even if it was moving in the right direction. After receiving some additional feedback from the people I showed it to, they didn't really get it either.
Step 3. Re-brainstorm.
After all of the pineapples and lack of palm trees, I came back to the drawing board to decide what I wanted. I knew I wanted bright colors, and I wanted something that would speak to the "Florida Winter" part of the name since that was the part lacking translation.
Some ideas I came up with involved images of blue oranges, plastic or inflatable flamingos, and the elusive neon palm tree. I did comb the internet for these images and came up empty handed, which is when I decided to think a little bigger.
Step 4. Create a unique image.
While I was going to appropriate something that existed and change it to make it better, I decided that even my non-designer skills might be up to the task of a homemade design.
So, I went and bought an orange to create my final logo.
I finally had a logo that matched my name, meant something to me, and helped to be a better visual translation of my brand.
Through this process, I developed some goals when developing a logo:
- Keep it simple.
- Make it memorable.
- Make it meaningful.
- Be purposeful.
Some great logos out there that follow these goals include FedEx and Nike. Did you ever notice the hidden arrow in the FedEx logo? These are some of the touches that help make a logo memorable and exciting to a consumer.
What logos have you created or encountered that inspire you?