Logo design for Dounia, a Mediterranean canned food company

I would like to share my design process to one of my latest identity designs, the Dounia logo. Early in November, I received a phone call from Elie, the owner of Mounsef Business Investments. Elie is going into business for himself after working at his fathers company and needed a logo to differentiate himself from his fathers offerings. MBI is the company name, (I also did that logo, you can find it in my portfolio here) and is introducing his first products through the Dounia label. Dounia meaning, world or earth. We met a few times during the logo design process and the questions asked in the client (creative) brief stated that,

His brand should provide a modern look with a slight traditional feel. He pointed out several of his competitors designs, which primarily consisted of emblem type of logos and wanted the same look. I was opposed to mirroring the look of those logos, but he strongly pushed for it. The designs he showed me were simple in style and only provided a border outside of the actual text.

After careful study of the brief and some thorough research of my own, I began drawing out some rough sketches to get some ideas out (when I say rough, I mean rough).  You can find some of them below.

In this stage of the design process, it is important to quickly get your ideas down on paper.

I chose the best sketches and did some fine-tuning on my drawings. After that, I got on the computer and opened up Illustrator. Out of five concepts, he chose the logo design below.

The use of the circle shape symbolizes the earth and uses blue & green to tie everything together. The mark inside uses the 3 trees to create 2 smaller ones and provides a more earthy feel. My client really liked this one, but changed his mind about creating an identity based off of his competitors. Back to the drawing board for me.

Most of my concepts relied on the use of trees and such in order to symbolize what he offers, which are canned vegetables . All my concepts boiled down to incorporating a nature aspect to the word Dounia (world or earth). Eventually, I got my final idea right before I fell asleep (happens all the time) and made a quick sketch on my iphone through the FountainPen app. The app is a great tool that allows me to sketch when I don’t have pen and paper handy. You can also adjust the opacity and create your own colors.

I used color to indicate what I drew.

Final Illustrator Design

The final concept is a tree with leaves that branch out, notice the 4 branches. The continents are made to branch out like leaves, similar to the left and right leaves. The colors used are those found in the Mediterranean sea and represent the Mediterranean culture.

Thanks for reading this post, let me know what you think in the comment section below.

The client brief is the initial step to the logo design process. Designing a good logo depends on the level of detailed information provided in your client questionnaire. These 10 questions will give you plenty of information and ideas you need when faced with your next logo design project. By asking a lot questions, it is very possible to find a great concept to work with and the proper type of logo to use. Remember, these are foundation questions. Add a question if it helps you design a better identity. Start by asking:

1. What are your business objectives? What are your client’s reasons and intentions for the new logo design.

2. What is the company mission and vision? Knowing further details of it’s foundation can provide you with important information that can be lost without delving deeper into your client’s knowledge. Find out the purpose of the brand and it’s long-term goals. Your design may convey the brand’s message or core values.

3. How would you like to be perceived by others? Important in determining the style of your design. The brand image may be different from the one your client desires, a logo and proper branding can take them into the right direction.

4. Who is your primary target market? Base it on demographics (age, education, income, etc). Also important to find out their lifestyles, likes and dislikes.

5. What do you offer your target market that others do not? Base this question primarily on the competitive advantage they have over their competitors.

6. What do you want your logo to say about you? This question provides insight into the clients thoughts about what their brand stands for.

7. What keywords best describe your business? Provide them with multiple options and some writing space (in case they want to add their own). These are the keywords I currently use (dependable, traditional, established, edgy, strong, enthusiastic, unique, high-tech, integrity, fun, serious, upscale, original, etc.)

8. What are 2 logos that you like and dislike? Although you may have great concepts, sometimes a clients personal taste can get in the way of great design. The best thing to do is educate your client on what makes a good logo.

9. What colors do you like and dislike? Add their favorite color to the logo, but only if appropriate.

10. What is the time-frame? A short amount of time will require your undivided attention. The more time dedicated to this project, the less amount of time you can apply to other projects. This question will help you know how much to charge your client.

These are standard questions, so make sure to add your own to the list. Please share your current logo design brief questions below.

Pepsi's new throwback promotion uses real sugar and their 1973 logo.

While at Target earlier this week, I stumbled upon a 12 pack of Pepsi that stood out like a sore thumb. I have never actually seen a printed version of the old logo (I’m 24) and was pleased by the sight. instantly, I whipped out my phone and took a few snapshots for future reference. After witnessing the simple vintage packaging, an ever rarer sight caught my eye, Mountain Dew’s throwback package that resembled boxed fruit.

Mountain Dew throwback logo & package design

Pepsi’s new promotion started December 28, 2009 and will end February 22, 2010. Along with the throwback 1973 logo, Pepsi is using real sugar instead of corn syrup. Soft drink companies in the US use corn syrup primarily due to costs, unlike foreign countries that enjoy the original formula. If you go to the Pepsi Throwback site, you can find several free items like blog wallpapers, twitter/youtube backgrounds, wallpaper tiles, jpeg and eps files of their pakaging & logo design.

If you like the NFL, check out this Pepsi commercial that ties in the new and old NFL in a clever way.

What makes a good logo? A good logo is instantly recognizable, simple in form, easy to remember, built for longevity, and able to fit different mediums of branding material.

The 5 principles to follow when designing a logo are:

1. Simple

2. Memorable

3. Timeless

4. Versatile

5. Relevant

Simple

Chase logo design by Chermayeff & Geismar

In order for a good logo design to take shape, we must take our concepts down to their simplest form. Simplicity is key and allows a logo to be easily recognized. Without simplicity, a logo cannot follow it’s other principles of memorability and versatility.

Memorable

Nike’s curves and simplicity make it one of the most memorable logos of all time.

To build a lasting impression, a logo must be memorable. How else will your client’s customers remember them? Complexity of design serves as a negative in a logo design, your logo will have only a few seconds to be absorbed by the average person. keep it simple.

Timeless

The Coca Cola logo has not changed since it’s debut in 1885

Timeless refers to no particular point in time. Focus on building a strong concept for your logo and keep away from trends. As trends fade away, so will the logo. A timeless logo allows your client to enjoy it’s longevity, allowing your design to stay on board for the long-term.

When designing a logo, remember to:

- Build a strong concept

- Stay away from trends

- Design for the long-term

Versatile

Electrica Bahia logo design by Oficina de Diseno y Marketing

Logos are marks and symbols that represent a business. As companies market themselves through various forms and mediums, they apply their logo to business cards, advertisements, folders and many more. When designing a logo, it is important to consider logo size equally on a business card as on a billboard.

Can a logo be applied to various forms of size and color? Think about:

- Printing in small and large sizes

- Can the concept be understood in 1 color

- Cost of printing multiple colors

Design and present your logo concepts in only black and white, as colors can obscure your clients judgment and take away from the concept. Consider printing the logo in a 1 inch square. Is it visible? Thin lines are likely to fade or disappear when printing in small sizes, think about this when drawing your initial sketches.

Relevant

The Audi logo is appropriate for the company’s image.

Does your logo fit the purpose and identity of the company? A logo must portray the company it represents through the use of shape and form. A good rule to follow (not always though) is, smooth lines for a youthful company and straight lines for a structured company.

What’s your opinion on good logo design?

Logos are very important for business and a must if you are planning to build or design a strong brand identity. A well constructed logo can create loyal followers through simplicity and memorability. If you are designing a logo, you should follow all 5 principles of good logo design. Also, be aware that a logo is the visual representation of a company/brand’s values, beliefs and functions. When designing one, think of the feel and visual cues you need to represent the business the right way. Along with how the logo will look on products, advertisements and branding collateral. It’s an entire package and not just one small mark you are designing, so remember, the logo you design will serve as the first recognition point for your client’s business. If you would like a more in depth definition of a logo, read a full definition here.

If you design or brand correctly, you might get loyal fans like apple’s.

Well, you need a logo or need to design one and are unsure of the options available to you. I will give you a brief description of each type of logo, the better solution to your design problem, and explain them through the use of successful logo designs in use today.

These famous brandmark symbols require no text to be identified.

Brandmark Symbol – This type of symbol represents the company in a simple but bold manner. Most often represented through an abstract design. Usually, the ideas and concept behind the logo are complex, yet are represented in the simplest form possible. Examples of a brandmark include shell, Mercedes-Benz and apple. The human mind can easily remember a simple form better than a complex one. It is best to use a brandmark symbol if you plan on building a global brand and have the funds to back it up.

Wordmark – Is a uniquely styled font type that spells out the company or brand name. Technology companies usually use this type of logo, as stylized text looks best on electronics and expresses the sophistication of a company. Examples of a wordmark include Sony, Samsung and Microsoft. Other great examples are Facebook and Google, the world’s most visited website.

Lettermark – Are exclusively typographic. The lettermark uses the company name written out, yet has a symbol representing the company through the use of its initials or the brands first letter. Think HP, IBM and Honda. The best usage for this type of logo depends on many different variables such as; your initials can better graphically illustrate the company better than the full name, the name is too long, hard to pronounce, or is just not distinct enough to carry its own weight.

Combination Mark – Is the combination of a symbol and a wordmark. The purpose of the combination mark is to create an identity that embodies a given company through the use of a symbol and type treatment. In certain situations and with proper investment of time & money, a strong combination mark can use its symbol to represent the company without the use of text. Great examples include; Mexicana Airlines, Bank of America, 9/11 Memorial, and Rip Curl.

Emblem – An emblem logo encases the company name within the design. Most notable emblem logos include; Harley Davidson, UPS and NFL.

What’s your favorite type of logo?

To help with defining a logo, I have brought in a globally known icon for support.

A logo is the visual representation of a company/brands values, beliefs and functions. It serves as the first recognition point for any entity looking to build awareness of their brand. Corporations, nonprofits and even people use them to build a memorable, more simple aesthetic version of themselves. Instead of having the human mind remember a name or face, a unique and well thought out logo (also referred to as a symbol or icon) does a much better job. The less complex, the better. Also, it is very important to acknowledge your audience when designing or choosing a logo. A great example of logo design is the McDonald’s logo, one of the most known logos in the world. It is a brand so powerful, young children instantly recognize the golden arches (some can’t even read). The beauty of the logo lies behind it’s simplicity and use of color which creates an instant visual representation of the corporation. Some people even go as far as to believe that red and yellow elicit hunger. You be the judge on that one.

Looking to change your logo? Check out our portfolio of identity design or message us through our contact page.

Among the many possible reasons to change a logo, 5 principal reasons stand out. Beginning with company acquisition, name change, revitalization, organizational change, and functional malfunction. All of which are written about in further detail below. The true reason for understanding these different stages, whether a business owner or designer, is to understand the problem and solve it appropriately.

The new logo makes for a fluid, energetic and memorable image of a communications brand.

Company acquisitions indicate a unification of two brands, creating a larger third. A good example of this is Sprint. Sprint’s acquision of Nextel in 2005 received the full company name, Sprint Nextel Corporation(I know, really creative). Whether they like it or not, customers are forced to join in the merger(due to the usual 2 yr. contract). In order for customers to stay on board though, a proper logo is required to give them a good feel for the unison and represent company change. The design can either, graphically portray the integration of the former logos, or it can be an entirely new mark that embodies the newly created entity.

Name change is another reason. It can occur for various reasons. A color or word can symbolize something good in one country and the complete opposite in another. Words can also develop different meanings over time. The change in the business name is then represented through a new logo design. No matter what the reasons are for the name change, the most important part to remember is: the new logo design must visually represent the new meaning and connect the brand to the new name.

Certain industries move faster than others. Advancements in technology help brands jump ahead, leaving their competitors behind. A competing brand’s once successful image can grow old quickly, bringing their logo along for the ride. A new revitalized logo design can signal company growth, advancements in the industry and a fresh start to important audiences.

Since 1950, Pepsi has changed their logo on an average of 9.6 yrs.

Change. It must happen if brands want to stay on top. Brands that do not revolutionize themselves, can become obsolete. Even the largest companies must revitalize themselves once in a while. Take Pepsi for example, due to their inability to create a timeless logo like Coca Cola, have had to recreate themselves on an average of 9.6 years since 1950 and an average of 11 years since 1898. Others are not so fortunate and are too structured & stubborn to change. In most cases, a rebrand is in order.

I pulled up some logos that lack in concept and execution from the web.

In other cases, the logo was not thought out carefully. This is a repetitive problem with small businesses. New-small businesses have many expenses, leaving little cash to invest into one of the most important aspects of a business. At times, new business owners are unaware of the importance of a logo. A logo is the visual representation of a company/brands values, beliefs, and functions that they must communicate to their target audience/market(s). Find out more at, what is a logo? As business growth sets in, a new sophisticated, more suitable logo is in need.

What does your logo say about your brand?