How to Brainstorm Ideas for a Logo

08 September 2019

How to Brainstorm Ideas for a Logo


A logo should be electric. It should carry a charge sparking the public’s interest. It should tap into their memory and form new memories. A quality logo is important enough to learn how to brainstorm the process.

A logo is a message, an inspiration, and a brand connecting with your target market and increasing traffic. It is a singular representation of your business differentiating yours from the competition and offering a point of reference for shoppers throughout the world. As Small Business Chronicle says, “Good logos are critical for a business, as they establish the brand in a way that resonates with its customers.”

A concept logo uses colour, shape, and typography to make a first and lasting impression. But getting it right and getting it affordably can be difficult. Designing a market-targeted, uniquely original, and customer cool takes a quality team.

We’re so committed to brainstorming; we prepared a list of tips by brainstorming our own process:


Tip #1: Learn to brainstorm

Brainstorming has been a standard operating procedure in business for decades. It was designed and implemented to increase and qualify input from diverse inputs. Over time, it has developed its own set of procedures and guidelines.

The creative wold once resisted the idea because they thought it diminished their individual talent. However, designers have embraced its values and proven results. So, let’s start with some brainstorm rules.

  • Speak up! There are no bad ideas. Everyone deserves to be heard. Brainstorming is a blank sheet, a whiteboard, a platform where participants can put everything on the table for discussion, assessment, elimination, and improvement.
  • List it! The process calls for listing every idea offered. It’s not the team leader’s job to censor or modify any logo idea. Suggestions may seem silly, naïve, or terrible, but you need the entire input. Even bad ideas can have some merit even if it only shows you what’s better. The idea is to spark the imagination and show respect for everyone’s participation.
  • Schedule it! Brainstorming produces the best inputs when the process is scheduled for a creative time. We all have period of high energy and creative thinking during the day. You may only need 15 to 20 minutes but try to plan it for your best time of the day.
  • Stew over it! Having listed the inputs, you should let them cook for a while. As they cook, some will break down and others will rise to the top. But you should all them to mingle flavours before you try to identify the “best.”


Tip #2: Discover your brand!

What’s you brand? You would think you would know by the time you are thinking about logos. But many business owners don’t truly understand their brand.
Before starting with an idea of logo design, you must get a clear vision of the brand let alone deciding on idea for logo name. It should have a mission, vision, and goals. You must understand its components, its process, and its target market. You should express the unique sales proposition, that thing that differentiates your product or service from the competition.

Describe the brand! Using your brain and a thesaurus, you should create a list of adjectives describing the brand. Adjectives are quantitative works like first, only, or huge. Qualitative adjectives include best, foremost, or favourite. Once you have run out of ideas, you should reduce them to five and then to three. This can be challenging, but generating ideas for designing a logo should be a fun process!

  • Step outside! This step calls for making yet another list. But this one asks you to use the adjectives you expect the customers to use. If you can identify how they perceive the product or service, you improve the chances of nailing down an image that connects with your market’s perceptions. After all, you want to give them what they want.
  • Connect emotionally! You must know how you want potential customers to feel. You should ask if you want them to feel invited, pressured, entertained, informed, decisive, or more. You may want them to feel confident, motivated, relaxed, or excited. All of these ideas influence design creation and strategy.


Tip #3: Pick and choose!

With a multidimensional grasp of the brand, it’s time to construct a narrative. Every brand needs its story. Small as a logo may be, it must deliver a message.

  • Build a story board! Then, you go back to your drawing board. It’s time to pull together all the bits and pieces of the process so far. With photos, samples, colours, and scraps of input, you can create a montage of everything you’ve found important or useful. These designs for logo ideas will help with directing a graphic designer.
  • Find a direction! The “clutter” you have on your table contains valuable hints and pointers. Among the fragments you have collected from brainstorming, you will find patterns of images, colours, forms, and the like. These indicates the direction you want to pursue.
  • Pick a type! The drawing board should hold a variety of type fonts. Fonts have size, style, and readability. Coca-Cola, Hershey’s, and IBM are distinguished uses of fonts. Some fonts are whimsical, serious, inspiring, and more. Some are light and airy while others are thick and bold. And, while some may appeal to you, you must determine which fonts reach your audience effectively.
  • Go for colour! Picking the right colour is vital, but you should have whittled down your choices by now. Again, it’s great if you like the colour, but what the audience likes is more important. Colours invoke and provoke emotional connections with individual products and services as well as product and service lines. A bank will opt for the calm and security suggested by blue, but you will also find most banks and other financial institutions using blue palettes. Switching colours or adding other colours could confuse the market.
  • Settle on style! Brands should have personality. They should send a message of security, humour, edginess, or whatever. But committing to a personality means you cannot reverse direction easily. A logo should announce its intention and expectations. It could be vintage, romantic, mechanical, industrial, or futuristic. And, it could me minimalist or decorative. It does make a difference because once you are settled, the logo will be with you a long time.


Tip #4: Call on the team!

Decisions do not come easy or quickly when you brainstorm. But they do optimize the diverse ideas different people bring to the drawing table. Fresh bright ideas follow the brainstorm.

If your team includes people from all the functions and processes involved with the product or service (and a few who are not), you can bank on increased and valuable resources. You might even include some loyal customers. But the idea is to multiply unique perspectives on how the logo looks and what it means.
Even an entrepreneur has friends and advisors to bring into the picture. You can exploit your networks to solicit ideas and reactions. Or you can use Hexi Design to access a universal team of designers and support.


Tip #5: Design to purpose!

You must remember why you are in this struggle. You cannot lose sight of the plan and purpose. You should have a strategic plan for the logo use. It may appear on the website, business cards, and letterhead. But you may also use it for brochures, collateral sales materials, t-shirts, promotional items, and more. The plan should influence the logo’s size, readability, and flexibility.


Tip #6: Consider the competition!

A logo does not work in a vacuum. You do want to differentiate yourself from the competition, but competitors have something to teach. There must be a business you admire or one that is making a difference in the marketplace. So, you should look at what they’re doing with their logo. Survey the colour, typography, and form popular among your competition. It’s not stealing to parlay what’s working with what you need.


Tip #7: Be your own audience!

Thumb through a magazine or search the web to see what jumps out at you. Look around town searching for logos that pop. If you wear an outsider’s shoes, you might determine what works and what does not. Local logos may differ from global businesses, but you want to see which ones distinguish themselves.


Tip #8: Be subtle!

Some logos deliver subliminal messages. Walmart has a star-like burst. Target not only marks the spot, but it also makes a statement about quality. Amazon’s smile sells its customer satisfaction. And, Apple (using no text) sends of message of knowledge and simplicity. So, you should revisit all those brainstorming suggestions for subtle and underlying messages.


Tip #9: Pick a designer!

Brainstorming will help you know your company better. It will head you towards effective colours, type fonts, and style. But you will need a productive, collaborative, and effective designer.

With the brainstorming behind you, you can post a job description on a platform like Hexi Design and wait while designers respond by the hundreds with ideas worth chasing. The platform allows you to confer and collaborate with the designer until you are satisfied.

But getting there means trusting to the designer’s experience and talent in advice on the key elements of design. With 100% satisfaction or your money back, you have little risk. Brainstorming may have listed the ideas, but it’s the designer who executes your decisions.


Tip #10: Run a contest!

Hexi Design lets you launch a contest for designers. You prepare a detailed brief. Designers compete, and you decide the winner of your business. The designer effectively becomes your final brainstormer integrating all you have learned with talent and technology into a winning logo.

Rob Walker, writing for Fortune calls the logo, “the most important quarter inch in business.” Now, you know why!