Standing Out in the Crowd


A logo is the visual representation of the product or service. It should give meaning to what it represents, utilizing colors and visual design. A logo will tell a story and portray what the service or product is. It should not be a personal preference but instead directed towards the intended audience. Once you’ve completed the market research on what your target demographics are, then you are ready to begin designing your logo.

Despite styles changing, the principles of logo design do not change. Many iconic logos are simply icons without the product’s name, yet we precisely know who they are. Keep in mind as you start brainstorming that your logo will appear in many mediums and platforms. If you include a lot of detail, this could get lost, depending on how it’s displayed. It is best to start your first drafts in black and white before getting into the colors.

This week I have chosen a fictional company that sells accessories for dogs in a coastal town. Many of the clients will be boaters and love the ocean. The store will sell items for dogs that are passengers on boats and frequently visit beaches. Items sold will include dog life vests and waterproof beds made out of retired sails. To get started, I sketched boats and dogs before coming to one idea I wanted to carry through in Illustrator. I started in black and white, outlining the edge of a sailboat. Then I took an image of a dog, created a silhouette of the dog, placed the dog on the bow of the boat. Using the name of the store, I created a curved set of letters, positioned them at the waterline, so they appear to support the vessel. The font I chose was simple and easy to read. I wanted to keep with the theme of simplicity.


Next, I created a color palette to be applied consistently across the logo, store branding, and website. The psychology of color can trigger different emotions in people, which marketers use while designing their campaigns. Cooler colors like blues and greens tend to be a calming and comforting presence. These are colors often found in nature, and for this exercise, the ocean.


Using the color palette, I picked two colors that represent the ocean. I kept the design and color palette simple so that this could be used at any size or on any platform without diminishing the layout. The elements speak to the audience, which is dog-friendly, attracted to the ocean, and most will own or use a boat frequently during the boating season. The store’s design of waterproof dog beds using retired sales I branded with this logo showing a sailboat as well as a dog.


“The logo is the precursor to making that perfect first impression on the customer.”

Every part of the logo design has meaning. Some may be subtle like the NBC logo with the peacock head in the middle, and some can have a deeper meaning, such as the Starbucks logo. The Starbucks logo relates to Greek sirens, which are said to have lured sailors to their fate at sea in a moment of weakness. I don’t know about you, but Starbucks is one of my weaknesses, so this rings true for me.

Your logo should incorporate the fundamental psychology of colors, shapes, and fonts. Once you have gone through the necessary steps to bring your logo to life, you will meet the brand goals and have visual excitement for your target audience.




Ooley, Amber. (2018 August 30) Logo Design 101: Understanding the Elements and PrinciplesRetrieved from LogoMaker:

Paish, Chris. (2018) Top 10 of the world’s most famous logos and what you can learn from themRetrieved from 99 Designs:

Darling, Kayla. (n.d.) 40 Creative and Memorable Logo Designs to Inspire YouRetrieved from visme:

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