What's Your Sign? A step-by-step guide to creating your company logo
By Steve Nubie •
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Sometime during the process of starting your business, the words "do logo" will appear on your to-do list, if they haven't already. It's exciting during those early days to watch your logo develop into something worthy of displaying, like a flag for your company. The question you have to ask yourself is whether that combination of artwork and typography will stand up through the years. You have to get it right the first time.
That's why we're engaging in Logo 101 here. Using the example of "Robinhood Feast," a restaurant for which I helped develop a logo several years ago, I'll walk you through the steps from A to Z of designing a powerful logo.
According to Tom Charvat, a former senior vice president at brand-marketing firm Frankel & Co. in Chicago who helped with this project, a logo is typically a combination of four elements: a brand name, typography, a brandmark (optional) and trade dress (see Step 4-trade dress involves a lockup of artwork and specific colors).
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