When starting your business your logo may seem like a small, less important job on your to do list. Although a logo seems like just a small image to create – it has importance and should definitely not be rushed or overlooked quickly.
Your logo will be the one image that is consistent in representing your company brand. It will identify to your potential customers your identity, values and much much more! It will be the most important design decision your company will need to make as it will guide your future branding decisions.
Firstly it is important to understand – What makes a good logo?
Whether you have imagery, text or a mixture of both, your logo needs to be unique and recognizable. A good logo needs to standout and still look current in 50 years’ time as well as reinforcing your brand. It should convey the attitude, manner and feeling for your business and the values your company believes in.
There are three different logo styles for you to choose from:
- Typography-based logos
- Literal logos – These are logos where the imagery backs up the brand for example a shoe shop would have an image or silhouette of a shoe.
- Abstract Logos – Where the logo imagery isn’t obviously lined to the type of business and maybe based on a feeling.
What to think about when designing your logo?
The first thing to do is give your designer a good background and as much information as possible on your business including any previous logos or images you may have used in the past.
It is important for your designer to be 100% clear on your businesses purpose, functionality and background as this will speed up the design process. Get your expectations across and include all the finer details which you may feel are not directly relevant but could help with creating the design spark.
Your designer may ask you to clarify anything they are not 100% clear on to make sure they have a full understanding before mocking up the first design concept and being miles away from your goal.
Where are you going to use your logo?
It is good to tell your designer where you will be using your logo, as certain shapes and styles cannot work well on particular backgrounds. For example very fine text and pointy images might just get swallowed up on a big white van if you plan to brand your transport. Also let your designer know if you are going to require any particular image format for printers etc. so they are fully aware in advance.
Do Your Research
If you know you are looking for a particular style of logo and have already seen something you like, take some examples with you and get your designers feedback. It could be that the examples you have provided are great or without realising convey the incorrect message.
Your designer will be able to look in from the outside and guide you in the right direction. If there is something that you like but is not quite relevant to your business, take this as well.
Remember – You can never provide your designer with too much information
Your designer wants to know as much as they can regarding your business so give them as much information as possible, don’t be surprised if they come back and ask for more information as fantastic logos don’t just come from 1 to 2 paragraph briefs.
Be aware that it may take a couple of attempts to get your logo right, sometimes the first designs can be spot on from the off start but other times it can take a slightly longer process.
When you get the design concepts try and give critical feedback rather than – “I don’t like that!” This doesn’t help your designer and there first question will be “please tell me what you don’t like about it?” It’s not that they are questioning your taste it is purely so they can understand exactly what you do and don’t like to speed up the design process in round two!
So in conclusion, tell your designer everything – as long as it is relative to your business, do your research and give critical positive and negative feedback once you receive your first logo designs and before you know it you will nail it!
Digital Marketing Manager
The Internet Marketing Academy
(Image by Naypong at FreeDigitalPhotos.net)