Deciding on a logo for your company is critically important. Since your logo communicates who you are by using “visual shorthand”, having one that is clear and concise is essential to your marketing effort. Not only should the logo portray what the company is or what it does, but also the essence of the company. Excellent logos don’t happen by accident, it takes creativity and hard work to get it right. Here are three steps that can get your logo design off on the right foot…..
1. Getting Started. The first step in the logo design process starts with the designer. Using an experienced designer will make all the difference in the end result of your logo.
Don’t have a designer? Do your homework! Don’t hire an amateur to work on your logo. A professional business should have a professional logo, don’t put your image in jeopardy by having a poorly designed logo. Shop around and avoid websites that promote very cheap logo packages, you are bound to get what you pay for.
Once your designer is locked in, have him/her produce a variety of formats to consider. Don’t make automatic assumptions about what kind of logo you need, have the designer produce concepts including type only, graphic (picture or icon) with type, and abstract with type. Each format will appeal to you differently so take your time and consider each one individually.
When concepts are being developed, some additional things to consider:
- Is the logo readable? Logos that cannot be easily read are useless.
- Choosing the right font can be the most important design decision, make sure you make the right one! Avoid using too many different fonts, or using software that stretch and twist fonts.
- Make sure your logo is original! Don’t include stock art in your design.
- Does your logo stand out? If printed next to your competitors logos, does yours get lost?
- Be wary of incorporating the latest, hottest trend. Will the logo still be as effective in 10 years, or will the trend, and your logo, disappear?
2. Try Putting It to Work. As you narrow the choices, make sure your logo can be reproduced easily. What is the largest and smallest the logo will need to be produced? Where will your logo be seen – business cards, printed materials, shirts?
In addition, don’t rely completely on color. What happens when the logo is copied or faxed? Produce the logos in black and white firs to eliminate any color bias. Keep in mind, your logo should give the public a positive snapshot of who you are, no matter the color, and no matter what format.
3. Final testing. Before you decide, get some final opinions. Ask yourself, and other whose opinions you value, for some feedback. Is it appropriate for your company? Is it overly complex, simple? Does it convey the right image of who you are? Can you easily describe it from memory? Does it feel right?
Great logos are critical to establishing your company’s identity, and they should be functional and appropriate. Take your time and do it right and you will have a logo that will stand the test of time.