Paul Haarman- Logo Design and Branding Identity

From the very beginning, it is important that your logo design has a complete story or message behind it explains Paul Haarman. It needs to be interesting and understandable enough to portray the essence of your brand. Your logo must also be versatile enough for future use in different scenarios.


The instant someone sees your logo; they will judge your company. For better or worse, that initial impression may be hard to change.


It should not look like clip art and you should pay attention to the little details in it such as properly placed space and balanced structure and negative space. The typeface used in a logo must be carefully chosen and well executed. Little things matter so much in this industry so don’t rush anything and take your time to do it right at the very beginning before you end up with something like this: (top 8 worst logos here)

Logo design is an investment when done correctly; it is the single most important aspect of establishing a brand identity. You can expect to pay anywhere from $500 up to a few thousand for a good logo design.

The Design Process:

Before you start on your logo, do some research first and find out who your competitors are and what they have as their logos. Here is a great resource for online logo inspiration that I personally use all the time! You might want to check it out as well.

Here is an example of how I approach my branding design projects before starting with sketches or finalizing the concept in illustrator:

Step One – Researching & Brainstorming

After doing some quick preliminary research for this blog post, I gathered a lot of really interesting logo inspirations from various brands around the world!

Here are some examples of good logo design concepts:

Logos that stand out and get your attention instantly. The correct choice of typeface, color and iconography bring these designs to life explains Paul Haarman.

Step Two – Sketching & Concept Development

Concept sketches can show tone, mood and direction for the brand identity design project. It is also a great way of gaining client approval or feedbacks early on in the process. I use Adobe Illustrator drawing tools to quickly draw rough layout ideas that are then further refined into final vector artwork.

Here are some more logos that were designed by me illustrated. With just simple shapes and strokes to give you an idea about how amazing simplicity can be!

These are just a few samples from a much larger library of work that I have put together over the last few years!

Step Three – Vector Artwork

Vector artwork is a combination of illustration, graphic design and typography. Using the vector drawing tools in Adobe Illustrator, you can scale your logo to any size without loss of resolution or quality. It’s no surprise that most large brands use this type of artwork as their official identity branding since it is completely scalable without degradation.

I am pretty particular with my choice of font for a logo project explains Paul Haarman. That decision has to be carefully consider ahead of time because once finalize, it cannot be easily change later on down the road. Here’s an example from one recent branding project where I chose “Snitz Bold” as my font for the word “Reminders”

I used this font in the logo below because it went well with the vintage typewriter style that I was going for.

Here are some logos that were designed by me where vector artworks were features:

The big gap between high quality logo design and low-end design work is becoming smaller because of technology. You can easily find so many fantastic logo templates on Creative Market or Graphicriver these days! That’s why it’s important to think about your own unique story behind your brand, so you can come up with a concept that’s truly one-of-a-kind!


The good logo design examples that you see above are just a fraction of the vast number of files I have in my library explains Paul Haarman. I’ve been doing this for years and am more than happy to share some of my work if you need some inspiration for your own project or just want to learn more about branding design! So please feel free to contact me with any questions or inquiries about custom logo designs. So there you have it! I hope that all the information and tips I’ve shared with you today can help you move your brand design projects forward in a big way.


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