How to create a logotype if you’re not a designer
Creating the logotype for the “Four ppineapples” brand is the first task we started and almost the last one we finished.
If you are not a designer or an artist, there’s a high chance that this is going to be the thing that will take you a large amount of time… and headaches!
We have created a list of mistakes so you can avoid them:
1. Confusion about the brand itself. I did not have clear if it was going to be a personal brand with my name and pineapples… as I mentioned on the blog “Branding a pineapple” all started because I had a great idea by relating the pineapples with my portfolio. But when you want to give a bit of sense to your brand, avoid relating just an object to it; you must have a bigger concept behind.
2. Keeping all in your head. You have to start. When you start drawing what you had initially in mind, you then realise how awful it looks. I will share my first draft. Please LAUGH OUT LOUD!
3. Not deciding first the concept of the brand. This basically made me repeat the job heaps of times. Because initially the idea of the website was about just showing my portfolio, I related the pineapples to my surname. Why? Because I found a way of shaping a pretty pineapple to make it look like a “U”. I agree with you: it didn’t make any sense!
4. Not testing the logotype as soon as you have finished it. I was so sure I had finished my work, although I wasn’t proud enough. But when I asked the opinion to my family and friends, they didn’t understand what all this was about. And I don’t blame them…
5. Basing the design of your logotype on the description of the brand’s activity. This is definitely not the best way of doing branding. It is like those construction companies, where the owner’s surname is “Smith” and your brand becomes “Construction Smith”. I did this too, the difference is that I have a Marketing background. When I realized that the people around did not understand “Ducker” I did the opposite: BEING VERY DESCRIPTIVE. And so I used the word “Marketing” instead, where I put the pineapple as a “G”.
6. Not having defined the name from the beginning. All this wandering from “Ducker” to “marketing” was because I didn’t define the name from the very moment I started. I was deeply unhappy with my logotypes. So from that point, I started creating the name, and from there, the brand (read here about this process link). Finally, I got it: 4 ppineapples. So I kept going with this idea...
7. Not getting advice from a graphic designer. I wasn’t looking for one, but suddenly she appeared like an angel: Alba Moreta. For a couple of hours, on a random afternoon, she DID. IT! She tried to move around the number 4, but she confessed: "I don't like numbers on logotypes"; so instead she wrote “Four”; she included the “P” from the beginning more looking as a shadow – so the whole name wouldn’t look that weird, and she integrated the Pineapple icon on the logotype. By doing this, I suddenly had another graphic element that would allow me to play around without having to include always the entire logo; as well I could include some colour on the pineapple icon.
Creating a Brand is a long process; it took me one year from the moment I started to draw the ideas on a white canvas until I finally got the results. Creating a logotype can be very frustrating, especially if it’s not your expertise. But when you FINISH, it becomes like your “baby-creation”. It is a beautiful feeling…
So my recommendation is to avoid the mistakes I have mentioned in here (if you can) but allows you to do others instead; because I cannot be pleased enough with how much I learned during the entire process.
Have you done any mistakes while creating your brand? Would love to hear so please share your comments below!