Branding Tutorial: How to Design a Logo

Basic tips for approaching a logo design from The Negra

A logo can be the icing on the cake in a graphic project. Or its starting point. Either way, it must be distinguishable, unique and memorable. And that's where the fixed rules end, because even one of the most intuitive imperatives–legibility–does not always apply, it depends on what the brand is looking for.

This is what the three partners of the Argentine studio The Negra (@thenegra), designers Diego, Lio and Pancho, teach us. In this tutorial, we learn basic premises to create a good logo, taking into account the message we want to convey, the brand to which it is applied, and the graphic options we have.

You can use the same typeface as the one used in the rest of the project. Or, on the other hand, you can search for a completely different style to make an impact.

If you go for the first option, try slightly differentiating the typography, applying effects such as stroke, line or outline. In this way, the direct relationship with the rest of the graphic system is maintained but the logo can be distinguished at the same time.

2. Experiment with three-dimensional effects

Another option to highlight the word in the logo is to put it inside a container: a box, a frame, a striking background. This is a good solution to differentiate it as much as possible in case that the typography is the same as the rest of the project’s.

4. Use bolds and italics

You can add a three-dimensional or pop-up effect to the typography, which allows its easy dissociation, that is, its use outside the context of the logo itself.

3. Use boxes, frames and highlights

Trying bold, italics, or other typography modifications also adds to the identity. But beware: a solution that fits one letter may not work for another. It is important to try letter by letter, section by section of the logo.

5. Always keep in mind the rest of your project's graphic identity

Compare your letters regularly with the rest of the project to see if there is harmony between them.

6. Modify one letter to find that stand out detail you're looking for

Try making changes to a single letter to give more character to the logo. A dynamic graphic system even allows that same letter–or even all the others–to change according to the situation. But beware: this obviously does not work for all brands. Always try several options before deciding on this solution.

Did you like this tutorial? Remember that you can learn all the keys to creating a good logo and creating the different elements of a graphic system on The Negra's online course 'Brand Identity Design'.

You may also like:

- Logo Design: From Concept to Presentation, a course by Sagi Haviv
- Branding with Personality, a course by Pupila
- Cursive Lettering for Logos, a course by Martina Flor