I can remember being in love with logos as long as I can remember. There a specific and particular moments in my life that call out to me like (figurative and literal) snapshots. Benetton was an early favorite of mine, then came Adidas, followed by Calvin Klein, and so on and so on.
So as I started my own streetwear brand, I took a trip down memory lane to ask my younger self what attracted me to these brands and why. The answer was clear: the logo. Logos not only help us define our own personal style, but are crucial when we’re aligning our consumer selves with a brand we believe in and trust. As a young brand, it’s one of the most important building blocks of what you stand for.
In devising my own logo, I put together a list of questions to guide how it should be shaped, and how it should benefit my brand.
How can you define your brand in one word?
Look at your brand through a consumer’s eye. What’s the first thing about it that would stand out? Ask yourself and others – this could be friends, family, market research groups, or fellow designers and entrepreneurs. If your brand’s standout point is that it’s whimsical, edgy, or athletic, refer to this keyword and associated qualities when designing your logo.
How does your logo represent your brand’s function?
Having a clean, effective logo that represents your brand can also make a big difference in sales. As the finishing touch of your brand, your logo needs to accurately reflect your brand’s function and the product you’re selling. It’s also what your customer will recall when they’re thinking about your brand and referring it to others, leading to future sales. My brand, MOVIMENTO, is a streetwear brand so I wanted to include a sleek font to represent the seamless streetwear quality.
MOVIMENTO-Apparel became first known for its colorful, one-of-a-kind custom hand-dyed harem pants. Therefore, I wanted a part of my logo to reflect this. I chose the drip pattern in my logo so a customer could very quickly see the link between the logo and the uniqueness of what they were wearing. Ultimately, it means that the consumer was aligning themselves with an artisanal, hand-made product, adding value to their purchase.
What can you learn from competitor’s logos?
This is a VERY important question. Who are your competitors, and how does their logo successfully impact their brand? We all look to logos to define ourselves as part of a group. When looking at other brands in the activewear and streetwear space, such as Lululemon, Spiritual Gangster, Adidas, and Puma, I noticed that all of them used simple, clean and instantly recognizable logos. The great news is there are several apps that allow you to create your logo on a budget, such as Instalogo, Logodesign +, and Iconica Logo Design, to name a few.
How do you protect your logo?
Once you’ve designed your logo to your liking, it’s of utmost importance to protect it, so that it’s uniquely and forever yours. This is a simple step at a minimal cost the is necessary to protect your brand. I find that Legal Zoom is the easiest and fasted way to do this. After you’ve gone through the necessary steps, you can print your logo however and wherever you like without any worries of another brand or competitor copying your brand likeness.
How do you get your logo out there?
Now here’s the fun part. Once you’ve completed all of these steps and you’re ready to roll, get printing and start spreading your brand awareness!! I worked with American Apparel to print my logo on their t-shirt, leggings, and totes to cost-effectively grow and spread the word of my brand, as well as local silk screen company grow your own media to print my logo. Because my brand is Made in America, it was important for me to work with other local brands, further defining and cementing MOVIMENTO’s mission.
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