- Preparing for the Logo Design Process: Food for thought.
- Your input in the logo design process is critical. Here are some things to think about BEFORE placing your order.
1. Why do you want a logo?
You've come this far to get one- but why? There are plenty of
compelling reasons to have a logo designed for your company. The better
you understand your own goals, the better we will be able to help you
If you're not sure, just think about what it is that you hope
to accomplish with your logo design. Do you hope to demand attention and
stand out among your competitors... or establish your brand with a
recognizable presence in your marketplace?
2. Check out your competition.
Compare the images they've chosen. Are they bold or
conservative? Are there any clichés you want to include or avoid in your
own logo design? What image do you think might distance you from the
pack without going too far?
Long ago, when the majority of people were unable to read,
shopkeepers would use symbols on their signs to communicate to passersby
that their shop was a tannery, a brewery or a pawn shop. Today we still
have traces of that tradition whereby certain images are associated
with particular professions and industries.
Be ready to let your designer know your thoughts on this, and to provide any links or samples you specifically reference.
3. Market Segmentation: Identify and understand your target customers.
Who is your current audience? How do they perceive your
business or industry in general? Is there anyone you would like to add
to your audience? Who needs your product or service? Who do you want to
sell your product or service to? By what means do you plan to reach
them? What motivates your targeted customers to buy? How will a new logo
design help you do this?
4. Company Positioning: Define your key attributes.
Customer perception is at the heart of strategy- so positioning
yourself in a way that will most appeal to your target audience should
be your main objective. Your goal is to isolate a credible and
compelling message that will resonate and reinforce the core values of
your company. What are you good at? What differentiates your product or
service from the competition? What are your strengths compared to your
competition? What do you want your company to be known for? What
Create a list of key attributes that effectively describe the
image you want to project about your company. Then, narrow them down to
only the most important. Ideally, your logo design should focus on no
more than one attribute and support a single aspect of positioning. Be
prepared to share this list with your designer.
5. Allow enough time: Logos always seem to take longer than you anticipate.
If you're redesigning an existing logo, schedule the project
offline from your other deadlines. Don't limit possibilities by rushing
to meet mail dates. Use your old logo until you're delighted with a new
6. What's your favorite color?
Just because you favor a particular color doesn't mean it's
right for your company logo. As colors often have a tremendous impact on
viewers, there's a lot to consider when choosing colors for your logo
design. Psychology professionals agree that orange and red produce a
feeling of excitation, dark blue incites feelings of relaxation and
comfort, and so on. To decide on appropriate colors for your logo, think
about the corporate personality you want to convey. Then utilize known
color/attribute linkages to your benefit! These linkages are by no means
absolute, and can often overlap or even contradict one another. Color
tastes and trends vary over time and geography as well; but the exercise
of linking your company's key attributes to specific color palettes and
color combinations is an important component of the logo design
Also, consider how you might extend the color scheme of your
logo beyond the original context in which it is used (usually, at first,
business cards and stationary). Perhaps someday you will want to use
your logo on clothing, on a company car, or stamped onto promotional
materials? Some colors (pink, yellow) a lot of people can't wear well,
while others (gray, light blue) don't stand out from a distance. Bright
colors may not match the beige/silver/black of technology objects.
Choosing no more than two familiar colors (with black as one) will keep
your costs in check whenever you use your logo.
7. Logo Make-over? Do you already have an identity design?
If "yes", your designer will need to know why you are making a
change. If you are replacing an existing logo, it will help us to know
why. Do you think it's out of date? Has something about your business
changed that should be reflected in your logo? Do you think it wasn't
done right the first time? If your old logo is on your website, be sure
and fill in the "company website url" field. If it's not online, but you
have an electronic copy of it, you will be given the opportunity to
upload a copy of it.
8. Do any existing corporate logos appeal to you?
One of the best ways for us to get an idea of what you want -
is for you to show us some logos that you like. Of course, your logo
will be original and unique, but we can incorporate certain design
elements to give yours the feel and impact of your favorite logos.
9. Brainstorm for creative ideas.
Even with research, your designers can't know your business as
well as you, and your creative thoughts and ideas are essential in the
logo design process. Your input will most likely trigger further
creative thinking for us. For this reason, we highly encourage you to
conduct a brainstorming session. This can be effective individually, as
well as with a group of key players. When assembling your brainstorming
team, it is important to Use a top-down approval process. If your CEO is
going to give final approval, get him or her involved as early as
possible. Have the CEO attend every brainstorming session and design
presentation. Keep the number of approvers to a minimum; remember the
saying: "A camel is a horse that was designed by committee."
10. Collect any other information that could assist us in producing your ideal logo and identity.
If you think it's important, it probably is!