First impressions are a key factor for success …

… and the first impression is almost impossible to correct. Or very difficult. This applies not only on a personal level, but also to companies and brands that make their first impression – good or bad – with their logo or brand. the hallmark. The latter is the face of the company, the first experience the customer will have with the company, which is why designing an effective logo is not an easy process.

My recipe for creating a logo has a few key ingredients, whatever the type of company or brand. I start by writing down the keywords that pop into my head as I research and learn about the company’s story. The next step, in my opinion the most important, is sketching, where I let my imagination run free and allow myself to pour all my ideas onto paper. Sketching encourages thinking outside the box, without the limitations of software. I never stop at the first good idea, there is always room for more, for something better. After a wide range of sketches, I pick out the best ones, take my time and add detail to them until I get a result that is suitable for making vector lines. At first I work on the shapes and create the sign in black and white, and only when I’m happy with the result, the typography and the proportions, does the choice of colours come next. This decision is not random and is as important as choosing the right name for your company or brand. Every colour has a significant impact on a person’s emotional state. This means that the chosen colour palette must be relevant and distinctive – it must differentiate the company from its competitors. The logo creation process ends with testing and positioning the solution on different colour backgrounds, in all possible sizes and for use on different platforms.

Every designer has his or her own recipe for logo design, but I think we can all agree on this: a cheap logo designed on the fly may be cute, but it won’t have any real power. It is to achieve this that a comprehensive process is important. Why not spend a euro more? Because you will use your company logo for (almost) the rest of your life.