This week I wanted to share my thought process when designing my logo. For a start, I’m no designer. And I’m partially colourblind. So there’s that.
I think you would agree with me that a logo is important. At least, as a marketer, it’s an identity that allows your audience to resonate and identify with you and to differentiate yourself from your competitors.
Round 1
So how do you begin? I did so by thinking of the name of my app — which is Kueh App, then i decided to use K, the initial, to see what I could do with it.
Round 2
I tried to think if the logo had a personality, what would that be. And from here on, i wanted to add in a shape. The below logos are a combination of the letter “K” and a face — sort of like a pacman. The one on the left has some drool.
Round 3
I was ready to settle with the pacman logo but i wasn’t satisfied, I decided to look at the source of kuehs, there are many distinctive kuehs. And I wanted a logo that could resonate with locals in Singapore, there was one that stood out. Peranakans. I was inspired by the distinctive decoration of flowers, used in embroidery, tiles, art, etc. I thought I’m on to something now. Now at this stage, I think I’m more confident and the logo started to speak more, like I could now talk about a story behind the logo, something I can stand behind.
And as you can see, there’s now a certain tone of purple which is inspired by nyonya kuehs; which uses bunga telang or butterfly-pea flower as a natural dye.
I’ve also established a colour scheme, namely: Pandan Green and Bunga Telan Purple.
Round 4
Because I was inspired by tiles, the logo had a “rounded” border, but I was looking if there was any value in have the rounded border, while i felt gave the logo distinctiveness, it seems to be limiting. Decided to go without the rounded border and go directly with the flower design. And i’m happy with it, it’s cleaner I felt.
What about you? How do you go about designing a logo? What’s your thought process like?
