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Logo Design for Your Small Business

Lesson 2 of 16

What is a Logo and What Makes it Successful


Logo Design for Your Small Business

Lesson 2 of 16

What is a Logo and What Makes it Successful


Lesson Info

What is a Logo and What Makes it Successful

With that, let's begin. Ready, get set, go. What is a logo? Very easily, everybody understands, but it's always good to start with a definition. A logo is a sign or symbol which conveys the identity or ownership of a product, company, campaign or concept in a memorable and easy to understand way. Beyond that, a logo should convey an immediate and memorable identity and must connect with its target audience in a positive manner. That's kind of like the next step of what it really, the function of a well-designed logo's supposed to, supposed to do for us. Okay, what makes a successful logo? Three things: simplicity, consistency, and memorable-icity. (laughing) I made that last one up, okay. Simple. It's gotta be simple. Too much detail's gonna cloud the story. If you think of a logo, think of it as a little story. If there's too much detail, it's gonna cloud and give people maybe something that you're not anticipating them to understand the logo as being, so the simpler, always the bette...

r. Consistent. Your message as a brand, has to resonate with your logo. The logo's like the beaming icon that delivers the first of a story, and that's reverberated through your brand. So it's gotta remain consistent, and of course, memorable. Now we always can go to this as a great example. Milton Glaser's 1977 logo, I Love New York is probably one of the most recognized and I guess, copied logos in the history of logos, one of the top. Simple, it's got that type, that typewriter look to the type, and just that iconic heart, and it's gone on to, obviously loads and loads, I would take all day to talk about how we've copied this logo. The sign of a great logo.

Class Description

Logos are a vital asset for any business. A good logo acts as a public touchpoint for everything that a brand represents: it establishes consistency of look and feel, adds a level of professionalism, and conveys the core ethic of the business. But you don’t need to be a professional designer to create a logo for your business or side-hustle.

Join Matthew for this class, and you’ll learn:

  • What makes a great logo, how to differentiate between types of logos, and how to get started on doing your own logo research
  • How to create preliminary sketches of your logo, import it to the computer, and add color
  • How to prepare logo files for many different use cases, from printed business cards to social media icons.
This class is designed to be accessible and actionable, and devoted to the basics of design thinking. Matthew will break logo design down into a step-by-step process and help you choose the tools you need. 

The DIY series is for creatives who want to create designs for themselves. The classes are geared toward beginners who aren’t necessarily ‘designers’, but need materials to represent themselves (or their small business). Classes labeled DIY are project-specific, under three hours in length, and priced affordably. Learn to design what you need quickly and easily.

Software Used: Adobe Illustrator CC 2015.3


patricia villamil

I want to thank Matthew for a great insight into designing a logo. I am not an artist, have no creative experience in the digital or marketing or banding world, and because of this class, I actually designed a logo! I want to open a small kids art studio for classes in my neighborhood and I was looking to design my own logo to use in a Wordpress site and small scale branding/marketing and some building signage, and thanks to Matthew's easy and sensible approach to design, i was able to it. I def. recommend this class.

Lacey Heward

Loved all the prep work info and how that translates into a great logo design. The class was easy to follow, the instructor answered some great questions, and it was a great overview of how to create a logo.

a Creativelive Student

Great intro to logo design. Matthew outlined some great steps to take to kick off my logo creation process. I think I'll be able to save a lot of time and money working with a pro for final design as I'll be able to come to them with a more clear idea of what I'm looking for.