It goes without saying that if you’ve got a business, you need a logo. A logo functions as a visual identity for your company, communicating who and what you are.
When working with your designer to create a logo, there are a few things to keep in mind to ensure you are presented with a mark that effectively represents your business. (And a professional designer should be brought on board—a logo is too important to wing with logo design software or worse, clip art.)
1. Provide a detailed brief.
This document presents detailed information that will help your designer understand the desired results of the project she is about to embark on. A brief may include a company profile, information about your clients and/or target audience, project objectives, and your budget and timeline.
There are entire books on briefs, but a Google search will turn up plenty of examples to peruse. Try searching under “creative design brief samples” or “design brief examples.”
2. Don’t put too many irons in the fire.
It’s ok to gather opinions from your staff, but don’t invite the whole company to the next meeting with your designer. Instead, ask your employees to review the first round of logo samples and ask for feedback. You can review the comments and highlight those you believe are most valid. Then you can present select concerns or questions when you chat with the designer again.
3. Set your own feelings aside.
It’s great if you love the finished product, but it’s NECESSARY for your target audience to love it. You may hate Blackletter font, but if it really resonates with your audience go ahead and use it anyway. Remember, it’s the audience who needs to remember who you are and what you’re selling.
4. Don’t say, “I’ll know it when I see it!”
This is a huge waste of time, and it doesn’t help your designer learn about your businesses’ values or goals. A great logo isn’t created by trial and error. The process of successful logo design requires a focused, creative strategy.
However, it can help to make notes of logos you like (and those you don’t). A new book, Really Good Logos Explained, is an excellent resource for reviewing real-world logos. Check it out—or present a copy to your designer—for ideas.
5. When presented with a final logo file, don’t tweak it.
You can really mess up a good logo by fiddling with it after receiving the file. A designer should submit Vector images, which allows the file to remain intact and maintain high-quality resolution. If additional changes are required, consult the designer before attempting alterations on your own.
Think of all the logos you’ve seen over the years. Which stand out to you? Which do you absolutely love? Which logos can’t you stand? Ever come across a really bad logo? Share your favorites— and your not-so-favorites—with us!
P.S. -- To examples of some of the logos we've designed, click here.
Tuesday, August 26, 2008
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