DEVELOPING YOUR LOGO

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YOUR LOGO - GETTING STARTED

A logo is a symbol or design that represents your company. For many new businesses creating this logo is one of the first steps in the formation of their new enterprise. When you hire a designer to develop a new logo or re-work an existing one, there are some key factors to consider and communicate.

The first and most important element in a logo is the name of your business. Before a logo can be created you should already be sure that no one else is using this name for your type of business in the area in which you plan to operate. A quick way to find this out is to search for the name on the web. You may search the trademark databases, or use resources provided by your local business association. Whichever way you choose, before you spend money on a logo you need to be sure that you can use the name you desire.

In addition, it is recommended that you provide the designer with the answers on the logo worksheet, even though as a new business you may be guessing at some of the responses. These questions will help you understand what information a designer needs in order to create a logo that will further your marketing needs and communicate the right message to your audience.

The next step is to let your designer know if you have any thoughts in mind as to the look you are after with your logo. If you have examples, either printed or from the web, which show the feel you like – colors, imagery – all of this will be very useful.

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WHAT THE DESIGNER DOES NEXT                

The designer then takes all this information and applies their knowledge of marketing and design principles to create a number of possible variations of type treatments, symbols and icons, and other graphic elements (or whatever is appropriate for your business). Occasionally one of these first creations will be exactly what you feel is right for your business. Maybe one or two of the ideas will be in the right direction but need refining. If so, the designer will then come up with other concepts along these lines.

A designer has seen over the course of their career an extraordinary number of logos. They have kept track of trends, know which colors do and do not work for different markets and demographics, and understand how to distill ideas into icons and symbols that will be registered by their audience. That is not to say they are all-knowing in this regard! But there are some common pitfalls that a designer can help you avoid, and the more marketing savvy your designer has, the better they will be able to create a great logo for you.

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DO'S AND DON'TS IN LOGO DESIGN

DO:

Share your honest reaction to the logo concepts with your designer, both positive and negative. An open discussion about the concepts will lead to better results and help the designer understand your perspective.

Provide as much information as possible about your business, the product, your audience and your goals. Your designer will not be as familiar as you are with the intricacies of your market.

Express your personal taste in colors, layout, iconography, etc. with examples if possible. Your designer can then incorporate those that are appropriate to your market in the concept development.

Look around at your competitors to see what sort of logos they are using, and what concepts their logos are communicating (fast, serious, fun, efficient, etc.) and if you think their logos do the job.

Keep your mind open to new possibilities that your designer may present, which may strike you as unconventional. Remember, your logo should be distinctive and not just another version of a popular style if it to be a useful branding tool.

DON'T:

Please, don't expect your designer to knock off another company's logo. Not only is it unprofessional, but in the long run it will work against you from a branding point of view.

Try not to use your friends and family as your focus group in determining whether a certain logo concept is right for your business. The people whose reactions you need are your potential customers, and, without a properly developed focus group and response criteria, you are unlikely to get useful feedback. Instead, ask yourself if the logo concept reflects the personality of your business, fits within the expected look for your market (technical, soft, warm, sporty, corporate, etc.) and yet stands on it's own with a distinctive look.

And don't fret about the logo once you have chosen your favorite. It's easy to fall victim to second-guessing, and sure, you can have your designer create an endless string of possibilities or tweak the logo and its elements over and over, but if anything, all that does is lead to greater indecision, worry and cost.
If you like the logo, and it defines your business and products/services, then you and your designer have achieved the desired result.

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FINAL WORDS OF WISDOM

Typically, during the logo development process, your understanding of logo design will have expanded, as will the designer's understanding of your business, until you both hit on a concept that just feels right. Once this happens, refine that concept and go with it!

Even the best logo won't sell your product or service if you're not offering something of value, or if you can't consistently deliver on the explicit and implicit promises of your marketing. Therefore as important as it is to develop a solid logo, it is much more important to concentrate on the business of your business, so that it is sure to be a success!

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This article was edited by Gwyn McAllister, copywriter and journalist.
Let a wordsmith polish your text! Contact her via email at gwynmca@comcast.net