Good logos do not come up overnight; they require plentitude of attention and consideration. There are memorable logo designs like McDonald's, Twitter, Apple, Chanel, etc. that can turn heads of the crowd and then there are those famous-logo disasters, such as Kraft Foods, Bing, and Verizon, that are capable enough to hurt your brand repute in a glance. A lot of lessons there!
A logo is the essence of your overall branding, and good logos are the ones that are unique, memorable and timeless. They are capable of signifying their brand, articulate the message, leap over several others, and drive more sales.
The weight-age of a logo is not news; what news is how tricky it is to create a good one. People have no time for paying attention to your brand stories; therefore, it is important that your logo states all. From concept to creation, a plentiful of things are there to dwell on when circumscribing your whole brand into a simple icon.
Below are the 10 questions you should ask yourself before kick starting your company’s very first logo project.
Which type of logo would be ideal for you?
If you want your logo to signify your brand in the best possible way, it is crucial to select the type of your logo first; decide whether you want wordmarks like Walmart, Lettermark as CNN, Brandmark/pictorial logos like Nike and Apple, or combos like Burger King. Confused? Let’s have a peek at the specific functions of each type.
Wordmarks (typographic logos) are perfect for the businesses with a distinctive or self-explanatory name. Use letter marks when the initials of your brand name look attractive in the visual form as compared to your full company name. Letter Marks are also a great option when your brand name is too big.
Remember that the lettermarks are great when you already have enough brand recognition and your consumers would willingly spend their time to discover what the lettermark means. A brandmark is a right choice when your brand needs an emblem for representation, whereas the brandmark logos are perfect for startups and SMBs having tight budgets.
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What is my key USPs that my logo should convey?
Your logo, from its shape to its color, should be in line with the unique brand message or USP (unique selling point) of your brand. It should distinctly exhibit what your company is presenting. The white space between the letter “E” and “x” in the FedEx logo represents an arrow. Similarly, the logo of Baskin-Robbins—known for its 31 ice-cream flavors—expresses the number quite well. The logo was unveiled in 2006 to commemorate the brand’s 60th anniversary.
What should be the color(s) of my logo?
Colors have a great role to play in branding. To stand out among your competitors, you should choose colors that they do not have in their logo. You should do some research on the color psychology. Some industries are curbed to a few colors when it comes to brandings, such as the banks and monetary institutions usually use green, as it symbolizes harmony and money. Whereas a majority of social media brands chooses “blue” in their logo, including Facebook, Twitter, LinkedIn, Skype, just to name a few.
Which font would go well with my brand?
Every font has a unique emotion to convey. Therefore, brands should carefully choose the fonts that can stay constant across overall branding.
Before selecting the font, consider the most salient characteristics of your brand. Is your brand formal and reliable, or fun? Also, consider the taste and predilections of your targeted audience. If you are a legal firm, your font should convey reliance and justice; choose a bold, straightforward and formal looking font. Whereas if your targeted market is youth, you should go for a whimsical font that articulates fun inside out.
Should I hire a professional logo designer or do it myself?
There is no denying the fact that many small brands still consider designing their logo on their own. Absolutely! No one can understand your business better than you do, yet you cannot afford to create a logo—that is going to represent your brand in the coming future—all by yourself. The best part about hiring a logo designer is that these designers carve custom logo designs while keeping your unique business requirement in mind; they know how to grab the attention of your viewers.
What is my budget for the logo project?
The world-famous design firms would make you pay for their designs through your nose; the charges that they suggest might exceed the budget of many startups and SMBs. However, a little research can help you get some professional design agencies offering quality services at rates you can easily afford. One of such companies is Logo Glaze, which provides eye-pleasing designs with multiple revisions at budget friendly rates. You can also look for a freelancer, but make sure the person—you are awarding your project to—is credible enough; get a glance at their portfolios to gauge the designing caliber.
Am I doing right?
There are so many mistakes for making logo frequently committed by companies that you should stay away from. Never ask your social audience to choose among different logo concepts. You might want to choose something according to the public opinion, but it would make people feel that you cannot take your own decisions. Also, don’t forget that you are going to get different opinions from different people and you cannot please everybody. You might eventually lose a chunk of your audience just because you did not choose the design they preferred.
Moreover, make an announcement about your branding on your website and social media platforms. Using a new logo overnight would confuse your audience.
Where would I use my logo?
Many of my clients have shared their stories about the experiences they had with their former designers; a majority of my clients claimed that they paid another designer for an appealing logo that looked exceptionally great on their website, but did not go well with their uniform, stationary items, company vehicles, or even on the storefront. So, make sure that you have discussed all the future implementations and employments of your logo with the designer beforehand.
Is my logo timeless? Should I be worried about it right now?
Let me share a little secret with you: the timeless logo designs are usually the simplest ones.
How your logo would look after one or two decades may not haunt many companies, but it should. Your logo is your recognition and revamping it, again and again, will give your company a treacherous feel that—believe me—you would never want. Timeless logos are not actually the one you fall in love with, all of a sudden; they are purely established on the core of your brand and services.
Do I need an alternative version of my logo?
Decide whether you prefer a dark or patterned background for your logo; should the logo be one-toned or multi-colored. When you need to discuss these things with your designer before starting the design process. Besides, if your logo is horizontally proportioned, then you need to have an alternate version to use on the social media's square-proportioned section to keep it legible. When your logo is a combo of icon and text, then be certain that you can use them individually as well.
If you do not have a business logo yet, then it’s never too late to get one. Make sure to do a little homework about your competitors or you end up getting a logo similar to theirs. I hope these questions would be of some use to you. If you have other questions besides these that you think are important to contemplate before getting their logo designed, share them with us.
David Harris is a logo designer at Logo Glaze, where he is creates logo designs. He is a graphic designer by profession but he is a writer in nature. He has experience of more than a decade in the design and development industry and loves to help people achieve their dreams.