Logo Design Process Start To Finish
How I designed the Runnable logo
Below I'll share the process I followed designing a logo for Runnable.
I spent a lot of time talking with the team members, to find out who they are, what they want, what they stood for, what the long term vision was, where did they want to be in 3 years.
The KJ Method was one approach I used to figure out the things that really matter to the company.
As Runnable makes tools for developers I looked at related companies like GitHub, Atlassian, Heroku, Twilio. while asking questions on Twitter and Quora to get a better idea for what types of companies stood out to developers and what they liked about them.
Logo Design Inspiration
This included getting advice from industry blogs (Logo Design Love), speakers (Speaker Deck), logo galleries (Logo Pond, Dribbble), related brands and startup logos (500 Startups) to see what other designers have done.
While I was jotting down words I would sketch out very low fidelity icons to help visualise ideas. I made heavy use of The Noun Project and Fontello to help me associate glyphs and icons with these words.
From the mind mapping I'll try to focus on 3 different directions for a first round cut of ideas and to get initial feedback from the key stakeholders, in this case the rest of the team.
Come Up With 3 Different Ideas
I played with several of the logo mark ideas I had and pitched 3 different ideas.
Note: I recommend not showing all your sketches/ideas, especially the ones you don't like. It's very likely someone will like one of these.
Focus On One Chosen Idea
At this point I started playing with colours and aesthetics to help get a better idea of how the final product might look, keeping in mind it should look good in black and white and at different dimensions.
Experiment With Type
Trying out different typefaces and fonts isn't exactly easy either, and they're quite expensive so you don't want to buy until you know you have the right one.
I used Typekit and Typecast to help me experiment with various typefaces, which gives me a lot more flexibility than Photoshop.
Experiment With Colours
I used Photoshop most of the way through the process as opposed to Illustrator. I'm more familiar with it and ableto iterate faster, so at this point I reproduced the logo in Illustrator.
I did a sanity check to make sure something similar does exist, and purchased the font (Parisine Sombre) that I decided to go with.
Meaning behind the logo mark (in case you're curious):
- Play glyph to represent running, or starting something. Runnable runs server-side code in the browser.
- The multiple overlapping circles represent discovery and activity. We aim to help developers discover code, APIs, modules and rapidly prototype.