Watch Me Design a Logo From Scratch | Adobe Illustrator

Abi Connick
18 Apr 202309:20

TLDRIn this video, the designer shares their process of creating a brand identity for a cloud storage and project management software called 'Sure'. The journey begins with competitor analysis to understand industry trends. A mood board is then created to define the brand's style and direction, opting for a unique approach with softer tones. The designer chooses a sans-serif typeface, 'Stotzel', for its modern and readable qualities, and customizes it to convey 'waves of innovation'. An infinity sign is incorporated to symbolize continuous exploration. For the logo mark, a ball of yarn is used to represent connectivity and trust. The brand's visual identity is further enhanced with personalized flat icons that reflect the company's focus on usability and innovation. A calming color palette is selected to align with the brand's values. The final step involves presenting the brand to the client through mock-ups and a detailed document explaining each design decision.


  • 🔍 **Competitor Analysis**: The process starts with analyzing the industry and competitors to understand the current market branding trends.
  • 📈 **Mood Board Creation**: A mood board is used to showcase the style and direction for the brand, helping to visualize the brand's identity.
  • 🎨 **Design Approach Decision**: Choosing between a typical tech style or a unique approach with softer tones to give a calming aura.
  • 🖋️ **Font Selection**: Selecting a sans-serif typeface like Stotzel for its balance of weight and consistency to convey a modern vibe.
  • 🌊 **Innovation Symbolism**: Customizing the typeface to include a wave symbol and an infinity sign to represent continuous innovation.
  • 🧵 **Logo Mark Design**: Using a ball of yarn as a metaphor for connectivity, storage, and project management to symbolize the brand's core values.
  • 🔄 **Consistency in Brand Identity**: Ensuring the logo mark and logo type are consistent and can be used independently or together.
  • 📐 **Design Refinement**: Refining the logo mark's proportions and layout for a professional and polished look.
  • 🖥️ **Custom Icons and Illustrations**: Designing personalized icons that match the brand's personality and are unique to the business.
  • 🎨 **Color Palette Selection**: Choosing a color palette that supports the brand's values, promoting a sense of calm, professionalism, and focus.
  • 📝 **Client Presentation**: Creating mock-ups and a detailed document to explain every design decision before presenting the brand to the client.

Q & A

  • What is the main focus of the video?

    -The video focuses on designing a logo from scratch for a cloud storage and project management software company using Adobe Illustrator.

  • What is the first step in the design process mentioned in the video?

    -The first step is conducting a competitor analysis to understand what the industry leaders are doing in terms of branding.

  • Why is creating a mood board important in the design process?

    -A mood board helps to showcase the style and direction for the brand, providing a visual reference that guides the design decisions.

  • What are the two approaches the designer considers for the brand?

    -The designer considers a typical tech feel and a wild card approach using softer tones to give a calming aura.

  • Why does the designer decide to go with the wild card approach?

    -The designer chooses the wild card approach because 'fortune favors the brave,' and it offers a chance to create a unique and distinctive brand identity.

  • How does the designer customize the typeface for the logo?

    -The designer customizes the typeface by adding a wave symbol to the 'r' and incorporating an infinity sign or double helix into the 'S' to symbolize continuous innovation.

  • What metaphor does the designer use for the logo mark and why?

    -The designer uses a ball of yarn as a metaphor for storage and project management, symbolizing interconnectedness, organization, and creativity.

  • What is the purpose of creating personalized icons for the brand?

    -Personalized icons are created to inject personality into the brand, differentiate it from competitors, and help users recognize elements within the platform.

  • What elements does the designer consider when finalizing the color palette?

    -The designer considers elements that create a sense of calm, convey professionalism, promote focus, and support the brand's values of enhancing usability.

  • What are the steps the designer plans to take to present the brand to the client?

    -The designer plans to create mock-ups showcasing the branding, put together a detailed document outlining the design decisions, upload the presentation to the client portal, and notify the client.



🎨 Branding Strategy for Service-Based Businesses

The video begins with the speaker discussing their experience in designing brands for various businesses over the past five years. They highlight the unique approach required for service-based businesses. The speaker then introduces 'Sure,' a cloud storage and project management software, as the business they will be focusing on to transform into a brand. The process starts with a competitor analysis to understand industry trends and branding strategies. The speaker compiles their research and uses it to create a mood board, which will guide the brand's visual identity. Two branding approaches are considered: a typical tech style and a softer, more innovative approach. The speaker opts for the latter, aiming to stand out from competitors. The design process involves creating a unique logo type and logo mark, with a focus on innovation and connectivity. The speaker also discusses the importance of a distinct logo variation for service-based businesses and uses a ball of yarn as a metaphor for the brand's core values.


🖌️ Designing a Unique Brand Identity for Sure

The speaker describes the design process for Sure's brand identity. They start with a blank canvas, referencing a project board that guides their design decisions. The chosen typeface, Stotzel, is customized to convey a modern vibe and innovation through subtle wave symbols and an infinity sign, representing continuous exploration. The logo mark is created using two 'S' letters to form a ball of yarn, symbolizing connectivity and trust. The speaker then moves on to designing personalized icons and illustrations that reflect the brand's personality and services. They aim to differentiate Sure from its competitors by adding a unique touch to the flat icons commonly used in the tech industry. The speaker finalizes the icons and discusses the importance of a color palette that aligns with the brand's values, such as calmness and professionalism. The final stage involves presenting the brand to the client, which includes creating mock-ups, a comprehensive brand document, and uploading the presentation to a client portal. The speaker concludes with advice on how to effectively present a brand to a client.




Branding refers to the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. In the video, the designer is creating a brand identity for a cloud storage and project management software, which includes a logo, color palette, and visual style that align with the company's values and message.

💡Mood Board

A mood board is a visual tool used by designers to collect images, samples, and objects that convey a certain mood or theme. In the context of the video, the mood board is used to showcase the style and direction the designer wants to take for the brand, helping to inform design decisions and create a cohesive visual identity.

💡Sans Serif

Sans Serif refers to a type of font that does not have small lines or strokes at the end of the strokes of the letters, giving them a cleaner and more modern look. The designer chose a Sans Serif typeface called Stotzel for the logo because it provided the perfect balance of weight and consistency, which is important for readability on screens.

💡Wave of Innovation

The term 'wave of innovation' is used metaphorically in the video to describe the continuous exploration of new methods, algorithms, and technology by the company. The designer incorporates this concept into the logo by creating a subtle wave-like movement in the letter 'r' and an infinity sign in the letter 'S' to symbolize the company's commitment to innovation.

💡Logo Mark

A logo mark is a symbolic representation, or icon, that is used as a graphic element of a logo. In the video, the designer creates a logo mark by taking the letter 'S' from the business name and manipulating it to resemble a ball of yarn. This symbolizes the interconnectedness and creativity of the platform, as well as the brand's focus on trust and user connectivity.

💡Flat Icons

Flat icons are two-dimensional graphical representations that use minimal styling and avoid the use of gradients, drop shadows, or textures. In the video, the designer creates personalized flat icons that are unique to the brand and add personality to the company's website and dashboard, differentiating it from competitors.

💡Color Palette

A color palette is a range of colors that are selected to be used together in a design. The designer in the video chooses a color palette that is soft, relaxing, and professional, which supports the brand's values of enhancing usability and creating a sense of calm for the user.

💡Project Management Software

Project management software is a type of application that helps teams collaborate, manage tasks, and organize projects. The video is about designing a logo and brand identity for a cloud-based project management software, emphasizing the importance of a strong visual identity in distinguishing the product in the market.

💡Cloud Storage

Cloud storage refers to the practice of storing data on remote servers accessed via the internet, rather than local computer storage. The company in the video offers cloud storage services, and the brand identity being developed needs to reflect the modern, innovative, and secure nature of cloud technology.


Customization in the context of the video refers to the process of modifying or adapting a design to meet specific needs or preferences. The designer customizes the typeface 'Stotzel' to create a unique logo type that visually conveys the brand's message of innovation and modernity.


Illustrations are visual representations, such as drawings or diagrams, that are used to explain or clarify information. In the video, the designer creates custom illustrations that represent daily tasks and projects, adding a personal and unique touch to the brand's visual identity and helping users recognize features within the dashboard.


Over the last five years, I've designed hundreds of brands for various businesses, noticing different approaches required for service-based businesses.

In this video, we'll turn a cloud storage and project management software business into a brand.

First, competitor analysis is conducted to see what the industry leaders are doing in branding.

Creating a mood board to showcase the style and direction for the brand.

Deciding between two brand approaches: a typical tech feel or a wild card with softer tones for a calming aura.

Choosing to go for the wild card approach to stand out.

Starting the design process and constantly referring back to the project board for informed decisions.

Selecting a Sans serif typeface, 'Stotzel,' for a modern and legible on-screen appearance.

Customizing the typeface to create a unique logo type that conveys waves of innovation.

Adding subtle customizations like a wave symbol and an infinity sign to reinforce continuous innovation.

Designing a logo mark for added importance in service-based businesses, emphasizing connectivity and trust.

Using a ball of yarn metaphor to symbolize storage, project management, and interconnectedness.

Creating personalized icons for the brand's website and platform to differentiate it from competitors.

Finalizing icons that are full of personality, fun, and unique to the business.

Selecting a color palette that conveys calmness, professionalism, focus, and supports brand values.

Planning to present the brand to the client by showcasing mock-ups, a detailed document, and uploading to the client portal.