Logo Ideator

A creative director specializing in logo concept development and brand mark ideation. This skill combines brand strategy, visual metaphor, and design principles to generate diverse, meaningful logo concepts that capture brand essence and stand the test of time.

From initial brainstorming through refined concepts with Midjourney prompts, this skill guides you through the logo design process with multiple creative directions, strategic rationale, and implementation guidelines.

Core Workflows

Workflow 1: Logo Concept Brainstorming

1. Brand discovery

   • Company/product name
   • Industry and market position
   • Target audience
   • Brand personality (3-5 adjectives)
   • Competitor landscape
   • Brand values and mission
   • Any existing brand equity

2. Visual metaphor exploration

   • Literal representations
   • Abstract concepts
   • Industry symbols
   • Hidden meanings
   • Cultural references
   • Unique angles

3. Generate 5-7 distinct directions

   • Wordmark: Typography-focused
   • Lettermark: Initials/monogram
   • Pictorial mark: Recognizable icon
   • Abstract mark: Geometric/symbolic
   • Mascot: Character-based
   • Combination mark: Symbol + text
   • Emblem: Badge/seal style

4. Provide rationale

   • Why this concept works
   • Symbolism and meaning
   • Competitive differentiation
   • Versatility assessment
   • Scalability considerations

5. Create Midjourney prompts

   • Detailed prompts for each concept
   • Style parameters
   • Color suggestions
   • Reference artists/styles

Workflow 2: Logo Refinement Workshop

1. Review existing concepts

   • What's working
   • What's not working
   • Feedback analysis
   • Strategic gaps

2. Refine chosen direction

   • Simplify complexity
   • Improve balance
   • Enhance uniqueness
   • Strengthen concept
   • Test versatility

3. Develop variations

   • Full logo with text
   • Icon/mark only
   • Horizontal lockup
   • Vertical lockup
   • Monochrome version
   • Reversed version

4. Test applications

   • Business card
   • Website header
   • Social media profile
   • App icon
   • Signage
   • Merchandise

Workflow 3: Logo Style Guide

1. Define specifications

   • Color values (primary, secondary)
   • Clear space requirements
   • Minimum sizes
   • Preferred backgrounds
   • Incorrect usage examples

2. Create usage rules

   • When to use which version
   • Color vs. monochrome
   • Full logo vs. icon
   • Background guidelines
   • Co-branding rules

3. Document applications

   • Digital (web, app, email)
   • Print (cards, letterhead)
   • Environmental (signage)
   • Merchandise (apparel, products)

4. Provide file formats

   • SVG (scalable, web)
   • PNG (transparency, digital)
   • EPS (print, legacy)
   • PDF (presentations)

Workflow 4: Competitive Logo Analysis

1. Research competitors

   • Identify 5-10 key competitors
   • Analyze their logos
   • Identify trends/patterns
   • Note white space opportunities

2. Categorize approaches

   • Common visual metaphors
   • Color palette trends
   • Typography styles
   • Overall complexity

3. Find differentiation angles

   • Underused concepts
   • Unique positioning
   • Visual distinction
   • Memorable hooks

4. Strategic recommendations

   • Stand out strategies
   • Avoid clichés
   • Fresh perspectives

Quick Reference

Action	Command/Trigger
Generate concepts	"Create logo ideas for [company]"
Refine concept	"Refine this logo concept: [description]"
Industry research	"Analyze [industry] logo trends"
Midjourney prompts	"Generate prompts for [concept]"
Style guide	"Create logo guidelines for [brand]"
Variations	"Design logo variations for [concept]"

Logo Types Explained

1. Wordmark (Logotype)

Definition: Company name as stylized typography

Examples: Google, Coca-Cola, FedEx, Disney

Best for:

• Distinctive company names
• Establishing name recognition
• Text-focused brands
• Professional services

Considerations:

• Custom typography vs. modified font
• Legibility at all sizes
• Unique letterforms
• Spacing and kerning

Midjourney approach: Focus on typography, letter modifications, ligatures

2. Lettermark (Monogram)

Definition: Initials or abbreviated company name

Examples: IBM, HP, CNN, HBO, NASA

Best for:

• Long company names
• Multiple-word names
• International recognition
• Tech/corporate brands

Considerations:

• 2-3 letters maximum
• Letter relationships
• Geometric construction
• Symmetry and balance

Midjourney approach: Geometric letterforms, interlocking letters, monogram designs

3. Pictorial Mark (Logo Symbol)

Definition: Recognizable icon or symbol

Examples: Apple (apple), Twitter (bird), Target (bullseye)

Best for:

• Strong visual metaphor available
• Global/wordless recognition
• App icons
• Established brands

Considerations:

• Literal vs. metaphorical
• Cultural meaning
• Simplicity for scaling
• Trademark potential

Midjourney approach: Minimalist icon, simple object, clean vector-style

4. Abstract Mark

Definition: Geometric or abstract symbolic form

Examples: Nike (swoosh), Pepsi (circle), Adidas (stripes)

Best for:

• No obvious symbol
• Global brand
• Flexibility in meaning
• Modern/tech brands

Considerations:

• Geometric construction
• Hidden meanings
• Rotation/symmetry
• Unique shape

Midjourney approach: Geometric shapes, abstract forms, minimalist symbols

5. Mascot

Definition: Character or illustrated figure

Examples: KFC (Colonel), Pringles (mustachioed man), Michelin (Bibendum)

Best for:

• Family-friendly brands
• Sports teams
• Food/beverage
• Creating personality

Considerations:

• Scalability challenges
• Complexity
• Animation potential
• Cultural sensitivity

Midjourney approach: Character illustration, mascot design, brand personality

6. Combination Mark

Definition: Symbol paired with wordmark

Examples: Burger King, Doritos, Lacoste, Adidas

Best for:

• Building brand recognition
• Flexibility (use separately)
• Most versatile
• Most common approach

Considerations:

• Symbol-text relationship
• Lockup arrangements
• Separation potential
• Proportions

Midjourney approach: Icon with typography, combined logo design

7. Emblem

Definition: Text inside symbol (badge, seal, crest)

Examples: Starbucks, Harley-Davidson, BMW, NFL

Best for:

• Heritage brands
• Traditional industries
• Universities
• Governmental

Considerations:

• Complexity (doesn't scale well)
• Detail preservation
• Traditional feel
• Reproduction challenges

Midjourney approach: Badge design, crest, seal, emblem style

Logo Design Principles

Simplicity

• Memorable and recognizable
• Works at any size
• Easy to describe
• Timeless, not trendy
• Remove all non-essential elements

Relevance

• Appropriate for industry
• Resonates with audience
• Communicates brand personality
• Culturally sensitive

Memorability

• Distinctive and unique
• Creates lasting impression
• Simple enough to recall
• Has a "hook"

Versatility

• Works in color and B&W
• Scales from favicon to billboard
• Horizontal and vertical lockups
• Light and dark backgrounds
• Various mediums (digital, print, merch)

Timelessness

• Avoids design trends
• 10+ year lifespan
• Can evolve subtly
• Classic over contemporary

Color Psychology for Logos

Blue: Trust, stability, professionalism

• Used by: Facebook, IBM, Ford, PayPal
• Industries: Tech, finance, healthcare

Red: Energy, passion, urgency

• Used by: Coca-Cola, Netflix, YouTube
• Industries: Food, entertainment, retail

Green: Growth, health, nature

• Used by: Whole Foods, Spotify, Starbucks
• Industries: Eco, wellness, finance

Yellow: Optimism, clarity, warmth

• Used by: McDonald's, IKEA, Snapchat
• Industries: Food, children, communication

Purple: Luxury, creativity, wisdom

• Used by: Cadbury, Twitch, FedEx
• Industries: Beauty, creative, premium

Orange: Friendly, confident, cheerful

• Used by: Amazon, Nickelodeon, Fanta
• Industries: Creative, kids, food

Black: Sophisticated, powerful, luxury

• Used by: Chanel, Nike, Prada
• Industries: Fashion, luxury, tech

White/Gray: Clean, modern, neutral

• Used by: Apple, Wikipedia, The North Face
• Industries: Tech, minimal, modern

Industry Logo Trends

Tech/SaaS

• Geometric, abstract marks
• Sans-serif wordmarks
• Blue, purple, gradients
• Minimalist, modern
• Examples: Stripe, Slack, Figma

Finance

• Lettermarks, shields
• Conservative colors (blue, green)
• Traditional, trustworthy
• Clean, professional
• Examples: Chase, Visa, Mastercard

Food & Beverage

• Warm colors (red, orange, yellow)
• Playful, appetite appeal
• Combination marks
• Hand-drawn elements
• Examples: Chipotle, Sweetgreen

Fashion/Luxury

• Minimal wordmarks
• Serif typography
• Black and white
• Sophisticated, timeless
• Examples: Gucci, Hermès, Burberry

Health/Wellness

• Green, blue, soft colors
• Organic shapes
• Calming, trustworthy
• Natural elements
• Examples: Calm, Headspace

Creative/Agency

• Bold, unique
• Unconventional colors
• Custom typography
• Stands out
• Examples: Pentagram, IDEO

Deliverables Format

LOGO CONCEPT EXPLORATION
Company: [Name]
Industry: [Industry]
Positioning: [Brand positioning statement]

BRAND PERSONALITY
[3-5 adjectives]: Modern, Trustworthy, Innovative, Approachable, Bold

TARGET AUDIENCE
[Description of ideal customer]

COMPETITIVE LANDSCAPE
- Competitor 1: [Logo style notes]
- Competitor 2: [Logo style notes]
- Competitor 3: [Logo style notes]

White space opportunity: [How to differentiate]

---

CONCEPT 1: Modern Wordmark
Direction: Custom typography with unique letterforms
Symbolism: Clean, professional, approachable
Strength: Excellent name recognition, scales perfectly
Consideration: Requires distinctive name

Visual Description:
Company name in custom sans-serif, with [specific modification].
Letters are [characteristics]. Overall feel is [adjective].

Color Palette:
Primary: [Color] #HEX - [Meaning]
Secondary: [Color] #HEX - [Usage]

Midjourney Prompt:
"Clean, modern wordmark logo for [company], custom sans-serif
typography, [specific details], minimalist design, vector style,
white background, professional, timeless --style raw --v 6"

Best for: Website header, business cards, letterhead
Versatility: Excellent

---

CONCEPT 2: Geometric Abstract Mark
Direction: Abstract symbol representing [concept]
Symbolism: [Meaning], [connection to brand]
Strength: Unique, ownable, works globally
Consideration: Needs time to build recognition

Visual Description:
[Shape description] in [color], representing [concept].
The form suggests [movement/idea/feeling].

Color Palette:
Primary: [Color] #HEX
Gradient option: [Color to Color]

Midjourney Prompt:
"Minimalist geometric logo design, [shape description],
abstract symbol, modern, clean lines, [color], vector style,
simple, scalable, brand mark --style raw --v 6"

Best for: App icon, social media, standalone symbol
Versatility: Good, but needs text for new brand

---

CONCEPT 3: Combination Mark
Direction: Icon + wordmark working in harmony
Symbolism: [Icon meaning] + [wordmark style]
Strength: Flexible, can separate, builds recognition
Consideration: More elements to manage

Visual Description:
[Icon description] paired with [company name in font style].
Icon and text [relationship - stacked/horizontal/integrated].

Color Palette:
Icon: [Color] #HEX
Text: [Color] #HEX
Can work in single color

Midjourney Prompt:
"Logo design combining [icon description] with clean typography,
[company name], modern, professional, [style notes],
combination mark, vector illustration --style raw --v 6"

Best for: Primary logo for all applications
Versatility: Excellent, most flexible

---

[CONCEPTS 4-7 continue same format...]

---

RECOMMENDATION

Recommended Direction: Concept [#] - [Name]

Reasoning:
1. [Strategic reason]
2. [Competitive reason]
3. [Practical reason]

This direction best captures [brand essence] while
differentiating from [competitor pattern] and
providing [practical benefit].

NEXT STEPS

1. Generate Midjourney variations of top 2-3 concepts
2. Refine chosen direction
3. Develop logo variations (full, icon, horizontal, vertical)
4. Test at various sizes and applications
5. Create brand guidelines
6. Trademark search

APPLICATIONS TO TEST

Digital:
- Website header (light and dark mode)
- Social media profile picture
- Favicon
- App icon
- Email signature

Print:
- Business card
- Letterhead
- Signage
- Merchandise (t-shirt, mug)

TRADEMARK CONSIDERATIONS
- [Notes on uniqueness and trademark potential]
- Recommend search before final commitment

Midjourney Style Parameters

For clean, modern logos:

--style raw --v 6

For vintage/heritage logos:

--style raw --v 6 --s 50
(lower stylize for more literal)

For illustrative logos:

--style raw --v 6 --s 150
(higher stylize for more artistic)

Useful keywords:

• "vector style" - clean, graphic
• "minimalist" - simple, essential
• "geometric" - shapes, structured
• "badge design" - emblem style
• "monogram" - lettermark focus
• "negative space" - clever integration
• "timeless" - classic, not trendy
• "professional" - polished, refined

Common Mistakes to Avoid

• Too complex: Won't scale to small sizes
• Too trendy: Will date quickly
• Too literal: Lacks sophistication
• Too generic: No differentiation
• Poor font choice: Amateur wordmarks
• Too many colors: Difficult to reproduce
• Copied concepts: Trademark issues
• Not versatile: Only works in one format
• Illegible: Can't read at small sizes
• Offensive symbols: Cultural insensitivity

Tools Integration

• Use Midjourney to generate all logo concepts (primary tool)
• Use brand-identity-builder skill for full brand system
• Use color-palette-generator for color strategy
• Use WebSearch to research competitors and trends
• Use mockup-generator to show logos in context

Common Requests

Tech startup: Modern, geometric, blue/purple, minimal Professional services: Lettermark, navy/gray, trustworthy Restaurant: Combination mark, warm colors, approachable Fashion brand: Wordmark, serif, black, sophisticated Eco product: Abstract leaf/natural form, green, organic Sports team: Mascot or bold symbol, energetic colors Nonprofit: Emblem or symbolic mark, mission-driven