We’ve all heard the phrase that you never get a second chance to make a first impression. Even though it’s trite, it’s true. For most business, that first impression is the logo. We’ve met business owners who were so eager to get started with their business that they gave branding their smallest wedge of attention. Maybe they were overconfident that their business would be so successful it wouldn’t matter if people loved the logo design or not. We disagree with that notion!
Your logo is what will first draw attention to your business. A flat or forgettable logo will mean that your business is also forgettable. Logo and identity design are the most effective means of visual communication. Think of all the logos you immediately recognize without any thought . . . Apple, Nike, McDonald’s, Starbucks, Amazon. You don’t know these companies just because of the fact that they’re big. Their logo is immediately recognizable and memorable.
Love your logo with these expert tips for good logo design.
Logo Logistics
First and foremost, hire a professional to help you with your logo design. It’s an investment that can make or break a business. Plumbing you can sometimes do yourself. Rewiring your home, not so much. Logo design is similar in theory. No, you won’t electrocute yourself with a bad design! But professional designers understand the psychology and function of good design. A design should be well-planned to meet objectives and that’s why you hire professionals.
Gather examples.
Before you meet with you professional designer, gather some examples of logos you like. You’ll have a starting point for the conversation. Often, designers and clients don’t speak the same language. “Sophisticated” or “fun” convey a feeling that not everyone agrees on. If you show your designer colors you like and designs you appreciate, you’ll get better results, faster.
Check your competition.
Your logo should be personal and distinctive. Avoid copying other business’s color schemes and general look before you put anything on paper.
Know your audience.
You’ll want to communicate to your designer your overall goals and message for your brand. What is your business’s theme, concept, mission, target audience? There’s a big difference between high-end sophistication and affordable luxury, for instance. Or retro cool decor and rustic comfort. Know your brand’s environment, setting and clientele. Even if you only have a website, you want those website visitors to get the same feel that they would get if they stepped into a real store.
Font Formation
Be prepared for in-depth conversations about things you never thought about before, like fonts. One of Limelight Department’s previous articles went in-depth into font selection for the non-designer.
Keep it simple and versatile.
Your logo will end up on your business wall as well as your Facebook page. And who knows, maybe a billboard or on the side of a bus. Talk to your designer to make sure the logo is readable and recognizable at all sizes. Your logo should work on light as well as dark backgrounds.
Know the price tag before you start working.
Give your designer a budget and know exactly what you’re going to get for that amount. It’s not being pushy to ask things like, how many revisions you will get or what the time frame should be for them to make changes. A good designer appreciates having boundaries because it helps them plan their work time and both of you know what you’re going to put in and get out. Professional design varies widely in cost. Cheap design generally means you get what you pay for. In other words, buyer beware! On the other hand, design does not need to be so expensive it bankrupts your business. Go into it knowing exactly what you’re paying for.
Hopefully these expert tips for good logo design are helpful to you! Logos are important. Marketing strategies are important. Branding is important. But ultimately, what ties all of these things together is your logo. It’s your company’s shorthand, your visual introduction to the world that tells exactly what you are about. Make it good!
