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How to Design a Logo [Step-by-Step Guide]

Published: March 06, 2024

A great logo is instantly recognizable, memorable, and closely connected to your brand’s core values and ideas. Just sit back and think about it, what logos are simply unforgettable? The first that comes to mind for me are iconic logos like Apple, Coca-Cola, and Nike. Logos like these are simple and elegant yet bold enough to leave a lasting impression.

When designing your logo, you can make a powerful impact on how your brand is perceived. Designing a timeless logo is challenging, I'm here to help. To get your logo right, you’ll need to have a firm grasp of your market, buyer personas, and your company’s ethos.

Ready to dive in?

Read on for logo design best practices, helpful tools, and a step-by-step guide to creating the perfect logo.

Table of Contents

What is a logo?

How to design a logo, types of logos, logo design best practices, logo design tools.

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A logo is a visual symbol or mark that represents a company or organization, often used to identify and distinguish a brand from competitors. It typically consists of unique colors, shapes, and typography that convey the company's identity and values.

Designing a logo that embodies your brand can help you grow better, but doing it right is just as important. Here’s how to design the perfect logo, step-by-step.

• Understand your brand.
• Brainstorm words that describe your brand.
• Sketch ideas based on these words.
• Test your top sketches with your buyer persona.
• Refine your chosen sketch.
• Develop your logo's layout on a free design platform.
• Pick versatile color options.
• Choose a font.
• Ensure scalability.

6. Choose your colors.

The color palette you choose for your logo says a lot about your brand.

For example, blue communicates trustworthiness and maturity , while red shows passion and excitement. Consider your brand story and the keywords you brainstormed earlier when choosing your logo colors.

“When you choose a new color palette, 60% of the palette should be dedicated to one color (usually, it’s a neutral color), another (complementary) color makes up 30% of the palette, and a third color (accent) is used for the remaining 10% of the design.” - Nick Babich

Product designer Nick Babich drops some wisdom about the three-color rule in design. You don’t need to choose multiple colors for your logo, but if you decide to go the multicolor route, keep everything harmonious by following this design principle.

7. Choose a font.

Now it’s time to combine text with imagery.

Consider the typeface this text will carry if your company name ever stands without your logo. If you decide on a wordmark or lettermark logo as opposed to a symbol, your font choice is even more crucial.

Believe it or not, your font choice can say a lot about your business. You can choose a font that’s either serif (with stems on each letter) or sans serif (no stems) — also known as classic or modern, respectively.

An emblem is a logo incorporating text within a symbol for a cohesive image, often conveying formality and tradition. It is strong and impactful, yet challenging to separate for integration and may not reproduce well in small sizes.

Pictorial marks, also known as logo symbols, are logo types that rely on a single image to represent a brand. These logos can be iconic and memorable and are effective at conveying a brand without text, yet may pose challenges in establishing brand recognition and connecting to the brand's purpose without words.

Wordmarks are text-based logos that use typography to turn the brand name into a logo, ideal for companies with unique names. They offer simplicity and integration ease, but may struggle to stand out or suit longer, less distinctive names.

Monogram logos, also called lettermarks, use initials to create a concise logo suitable for companies with longer names. They are easy to remember and scale, but may require displaying the full brand name initially for recognition and could be confused with other brands if the initials are similar.

Abstract Logomarks

Abstract logos, such as the Pepsi logo, are unique representations of brands using geometric forms and colors instead of real-life images. They are inherently unique and capable of communicating complex ideas through simple shapes and colors but may be open to misinterpretation due to their abstract nature and unclear meaning for unestablished brands.

Mascot logos feature illustrated characters to personify a brand with a fun and friendly image, ideal for brands seeking a light-hearted and family-friendly appeal. They offer an inviting and controllable brand storytelling approach but may not suit serious or corporate brands, and their complex design can pose challenges for reproduction at smaller sizes.

A combination mark integrates text with an icon, offering versatility by combining a brand name with a memorable symbol. This type of logo provides clarity in brand messaging but may become overly busy if not carefully designed and could face challenges in scaling down for smaller applications.

1. Keep it simple.

Simplicity is key in logo design. Aim for a clean, uncluttered design that communicates your brand identity as straightforwardly as possible. The goal is for viewers to recognize and understand your logo instantly.

Get started with HubSpot's Logo Maker

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How to design a logo for your brand or business

november 14, 2023

by Daria Naidenov

Chances are, as someone building a brand, creating a logo is on your to-do list. The task of designing a logo might seem daunting, but it is a powerful symbol and an essential ingredient to your brand's storytelling. I've put together a combination of guides, tips, and ideas to get you started on creating an effective logo.

What are logos and why should you care?

A logo is a visual symbol representing your brand. It's not your entire brand, but it is an important piece. Your brand is made up of other various elements that create a whole visual and messaging system. However, the logo can often be the first visual interaction someone has with your brand. Just like a first impression, a logo isn't everything, but it is important.

What makes a good logo, well, good?

When you think of logos, some big brands may come to mind: Apple, Nike, Airbnb, etc. However, these brands are known for more than just their logo. Their products, collaborations, and ads are amongst their brand statements that make an impact, but in a sea full of logos, you can likely identify these.

So, what makes them stand out? They're memorable, simple, and timeless. They can vary in complexity, meaning and execution, but they follow these simple principles. Here's how you can do the same.

1. Start with your brand

Consider the elements that make up your brand: your vision, values, and goals. This may feel overwhelming and that's OK. At this stage of the process, you don't need to have every element figured out, but begin jotting down your thoughts. Here are some prompts to get you started:

• What are three adjectives that describe your brand or business?
• What are three adjectives you'd like your audience to use when describing your brand or business?
• How would you describe your vision to a friend?
• What makes you different from your competitors?

2. Get to work

Begin building the groundwork with your answers to the prompts in mind. Remember, you are not committing to anything at this stage. Staying curious, open-minded, and having a willingness to learn will get you far.

Need some inspiration? Run your idea through Microsoft Designer to generate customizable images in seconds. Alternatively, browse through our Forms templates and social media templates for ready-made logo ideas.

Start research

Start designing.

Get your creative juices flowing with a good old-fashioned pen and notebook and start sketching down ideas. When you're ready to move into a digital space, here are the design elements to keep in mind:

3. Finalize and test

Your logo has the potential to appear in a variety of spaces and mediums. These include your website, swag items, business cards, social media platforms, etc. How does your logo show up? Is it legible? Is it scalable? Does it represent your brand? Be critical in this stage.

Go back to step one and ask yourself those four prompts again to see if the logo represents all that your brand wants to say.

Phew, that was a lot!

I know this might feel overwhelming, I've experienced this process multiple times before. But it is so rewarding to have a beautiful logo that truly represents your brand, speaks to your audience, and makes a powerful statement. So don't rush and take it slow. You got this!

Further reading

If you're interested in design and/or entrepreneurship, you'll love these other articles from our creative pros:

• Creating negative space: positives for your design
• 5 things I wish I knew when I started my online business
• How to organize and track your expenses using Excel

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College instructor put on blast for accusing students of using ChatGPT on final assignments

Texas A&M University–Commerce said it is investigating after a screenshot of an instructor's email — in which he accused students of having used artificial intelligence on their final assignments — went viral on Reddit.

Jared Mumm, an instructor in the agricultural sciences and natural resources department, reportedly told students that they would be receiving an “X” in the course after he used "Chat GTP" (referring to the AI chatbot actually known as ChatGPT ) to determine whether they’d used the software to write their final assignments. He said that he tested each paper twice and that the bot claimed to have written every single final assignment.

“I copy and paste your responses in [ChatGPT] and [it] will tell me if the program generated the content,” according to the email, a copy of which NBC News has reviewed. Rolling Stone first reported the story.

Attempts to reach Mumm by email, LinkedIn and phone were unsuccessful Wednesday. A university spokesperson confirmed Mumm sent the email.

The screenshot was shared Monday in the subreddit r/ChatGPT, a community made up of 1.6 million users. Many blasted him, and others came to his defense, noting that AI is still a very new tool. The discussion reignited debate around the impact chatbots could have on education.

After its viral launch in December , ChatGPT was lauded online by some as a dramatic step forward for artificial intelligence and   the potential future of web search. But with such praise also came concern about its potential use in academic settings . In January, the New York City Education Department announced a ban on ChatGPT  from its schools’ devices and networks, citing the potential for increased student cheating.

A university spokesperson rebutted parts of the Reddit post , which claimed “Texas A&M commerce professor fails entire class of seniors blocking them from graduating- claiming they all use ‘Chat GTP’”

No students flunked or were prevented from graduating because of the issue, the spokesperson said.

"Dr. Jared Mumm, the class professor, is working individually with students regarding their last written assignments," the university said in its statement. "Some students received a temporary grade of ‘X’—which indicates ‘incomplete’—to allow the professor and students time to determine whether AI was used to write their assignments and, if so, at what level."

The spokesperson said that since the email was posted on Reddit, "several students have been exonerated and their grades have been issued, while one student has come forward admitting his use of Chat GTP in the course. Several other students have opted to complete a new writing assignment made available to them by Dr. Mumm."

The Reddit post was shared by a user named DearKick, who claimed to have obtained the email from their fiancé, a student in the class.

Hundreds of people responded in the comments.

A user suggested that there "be an AI introductory class that is mandatory for teachers and everyone else to understand the biases of AI and how it functions." Another took the criticism a step further and suggested the instructor should face disciplinary action from the university.

“I know several university lecturers that are actively embracing the reality of ChatGPT and other AI and are looking at how to increase the learning potential that can be gained while finding better ways of analysing students skills and capabilities,” wrote another user. “This all reminds me of the time we were told that calculators would never be allowed in classrooms and, god forbid, in exams, only to be proved wrong the following year.”

AI technology is already being used to help detect plagiarism. Many students have long used computer-assisted writing tools, such as Grammarly or Google Docs’ Smart Compose. Platforms like Grammarly and Chegg also offer plagiarism-checking tools.

In April, Turnitin, a plagiarism detection service, announced it will activate its AI writing detection capabilities to "help educators and academic institutions identify AI-generated text in student-written submissions."

The Texas A&M University–Commerce spokesperson said the school will work to "develop policies to address the use or misuse of AI technology in the classroom." Officials also plan to use AI detection tools.

"The use of AI in coursework is a rapidly changing issue that confronts all learning institutions," the spokesperson said.

Uwa Ede-Osifo is a news associate for NBC News.

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Graduate Profile: Ariella Gayotto Hohl, MDiv '24

How I've Changed  

HDS is where I learned about the power of love. It started when I suddenly lost my father, the greatest love of my life, right before my third round of finals here. The impact of that loss while being immersed in scripture, faith, and community unlocked a painful but incredibly meaningful part of my life. I saw myself surrounded by so much care, I was given permission to feel and work through the hardest time of my life in my assignments and classes. I am coming out with a lot more than a Master of Divinity and a Certificate in Religion and Public Life. I became an artist here. A filmmaker, a published writer. I became a better friend and partner. A better sister, daughter, and aunt. A better ally to myself. It all emanated from how my grief taught me about how I was loved and how I want to love others. And that is a lesson I carry with me every day. 

Memorable Moment 

The day my father died, I texted one of my best friends, Alyjan Daya (MTS '23) and told him what had happened. It was the start of Eid al-Fitr, the end of Ramadan. He asked if he could come over. Once I opened the door, not only was Alyjan there but what felt like the entire HDS Muslim community followed him into my small Harvard housing living room. They had all come straight from iftar at SOCH to my apartment. They all prayed with me, held my hand, and visibly felt my pain with me. I will never forget that. 

Favorite Class or Professor 

Dr. Hussein Rashid was the professor and mentor who had the greatest impact in my time at HDS. Even though we only met in my last year here, he quickly became my advisor, adoptive father and one of the most important people in my life. At a time of so much loss, he made me feel that what I had to say was significant and gave me the confidence (and the push!) to do more in one year than I even thought would be possible. He took me in as a daughter, student, and collaborator so generously. Not only have I become a better scholar through him, he also has made me a better Muslim by leading by example and being radically inclusive. 

Message of Thanks  

Sigh. A huge smile of gratitude just burst out of me as I think of the people I am about to mention. My dear friends, Alyjan, Sana, Fawaz, and Zehra. You were by my side physically, virtually, and spiritually through the hardest moment of my life. Your generosity towards me made me become more generous with myself. Knowing you exist made me realize that we don't always need to find community in big spaces of worship. That having four people that truly get you can be more valuable than 400 others who might not. My teachers, Professors Nurhaizatul Jamil, Rahina Muazu, Joyhanna Yoo Garza, Brandon Thomas Crowley. You were so kind to me. You made me feel like I had something important to say. And when my world fell apart, you made me feel enough in your classroom. The entire Religion and Public Life office, especially Hussein Rashid, Susie Hayward, Diane Moore, and Reem Atassi. Being part of RPL was hands down the best part of being at HDS. I owe a big chunk of my career today to your work, support, and kindness. Alex Kronemer (HDS '85) - I was meant to be your intern and (lo and behold!) you gave the opportunity (and huge responsibility) to star in your upcoming national broadcast production, "Islam's Greatest Love Stories." You are one of the kindest, genuinely good people I know. More than a career, you gave me a family, and that is more than I could ever have dreamed of. And last but not least - Drema Bowers, our assistant director for student support. If it wasn't for her, I would not have finished this degree. I will never forget that. 

Future Plans 

In my career, to keep serving my community through film as Assistant Producer at Unity Productions Foundation with my director, friend, and mentor Alex Kronemer. At home, to slow down, be present with my family and enjoy being alive. In my heart, to keep dreaming of a free Palestine. 

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