Decide how much work the name needs to do
A wordmark makes the business name the main visual element. A letterform focuses on one letter, while a lettermark or monogram brings initials together. These approaches offer different ways to give the name a distinctive presence.
Try saying the name aloud, then picture someone seeing it without an explanation. A long legal name may need a different public-facing treatment from a short trading name. The brief should record both accurately so the design work starts with the right information.
Explore what a symbol could contribute
A pictorial mark uses a recognizable image. An abstract mark works through a more interpretive form. A combination mark brings a symbol and lettering together, creating an identity that can be explored as a complete arrangement and through its individual elements.
Describe what you want the symbol to communicate. Bring references to discuss qualities such as structure, energy or simplicity, and explain what appeals to you. Those references help establish a direction for an original design.
Consider character and structure
A mascot gives the identity a character. An emblem brings elements together inside a defined badge or shape. Both can create a strong visual setting for a brand, with details that need careful testing at smaller sizes.
Think about the smallest, largest and most common applications. A detailed character may need a simplified companion mark for a small profile image. An emblem may need a separate arrangement for a narrow website header. Include those uses in the brief.
Plan how the identity can change or move
A dynamic identity has a system of permitted variations. An animated logo introduces movement over time. They answer different questions: how an identity adapts, and how it behaves on screen.
Identify the elements that must stay recognizable across versions. Then decide whether motion supports a real use, such as a reel ending or a commercial closing scene. A still version remains useful for proposals, packaging and other static applications.
Choose a direction—or leave room for guidance
If one style feels right, record the reason. If several could work, explain what you like about each. “I don’t know” is also a valid starting point: it tells the designer that the project includes helping you explore and establish the direction.
Be deliberate about how many concepts you want developed. Each should investigate a meaningful idea you can assess against the brief. Agree on the number of directions and the applications to test before the work begins.
Further reading
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