Perhaps you’re getting ready to launch your brand new company, or maybe you’ve been in business a while and can finally afford to hire a designer. Whatever the situation, having a logo designed for your business can be exciting and daunting at the same time.
You want the coolest logo ever, but how do you decide what to include, and which one of the choices is right for your business?
When I design a logo, I consider the following things (among others):
1. Does the proposed logo strongly relate to your company, products, or services?
2. Does it convey the brand image of your company, product, or service in an accurate way?
3. How quickly and easily can it be interpreted by the viewer?
4. Especially with small companies on a budget, will it reproduce well in black & white for inexpensive printing without losing the idea?
5. How will it be used? Web, print, signage, billboards, vehicle signage, t-shirts, hats, etc…
6. Is it simple enough to convey what you do and your brand image quickly if it’s on a billboard or vehicle sign, viewed at 50 mph?
7. If it might be used on an embroidered shirt or hat, can it be reproduced in that medium easily…without killing your budget?
8. Will it detract from the medium it’s used in? Will it complement the message or overtake it?
Your designer came back with a dozen designs. Which one will you choose?
Shame on your designer for making your job so hard! You are suffering from choice overload. The process of elimination is important. Narrow it down to 2 or 3, and let the remaining ones lurk on your computer taskbar or print them out. Walk away. Several hours or a day later, look at them quickly, and see what you gravitate to immediately. Your consistent first impression is probably the best (your customers aren’t going to give it more thought than that).
Cheap Market Research:
Show your choices to others, and take only their very first impression. Email the two options to customers, post them on your Facebook page, take a vote. This will give you opinions and make your customers feel important and invested; you are engaging them, and this is always good!
Putting your favorites into a design mock may be very helpful.
What does it look like on a business card or on a web page? This can often lead to design considerations you may have overlooked! This will also lend perspective. Remember, your logo is important, but it’s only one part of the marketing materials you will use. Don’t let it get lost, but don’t let it take over and eclipse your message!