the act of working out the form of something (as by making a sketch or outline or plan); "he contributed to the design of a new instrument"
plan: make or work out a plan for; devise; "They contrived to murder their boss"; "design a new sales strategy"; "plan an attack"
design something for a specific role or purpose or effect; "This room is not designed for work"

Blog is short for weblog. A weblog is a journal (or newsletter) that is frequently updated and intended for general public consumption. Blogs generally represent the personality of the author or the Web site.