Is it simple?
Does your logo work visually in black and white as well as color?
Is it readable?
Is it legible in all sizes? Will it work well at a very small size, in newsprint and on a billboard?
Is it adaptable to all graphic media?
Does it reflect your business?
Is it meaningful?
Logo design is the process of synthesizing the ideas you convey to your designer about your company and having the designer come back with an effective visual representation of those concepts.
Can you answer these questions?
What is your company all about?
What are your goals for your company?
Where do you want to be in 5 years, 10 years?
How would you like your company to be perceived by your customers?
Let’s look where you’re headed, not where you’ve been.
Relax your mind. For a moment, let your thoughts flow freely.
How do you see your company?
How do your customers see your company?
Are you using ”power words“ to describe this?
Does it differentiate you from your competitors?
Is it distinctive and unique?
Is it memorable?
Does it stimulate recall? Does it facilitate recognition?
Does it attract attention? The brain is easily led with many good visual cues.
Does the color evoke emotion by communicating certain attributes?
Finally, some last notes….
Trust in the process.
Put together a group of people who you would like to have input on the logo design. The group should be relatively small, depending on the size of your company. Be sure all the ideas and concepts are conveyed to the designer before design begins.
A good way to add costs to a design project is by adding a decisionmaker at the backend of the process. If you want this persons ”buy-in“ or input, then it’s best to involve them from the beginning. This way the designer will be able to synthesize all the information put forth by all the decisionmakers. A sure sign of success.
When all ideas are put forth in a physical location (or conference call). All and any conflicting perceptions/opinions about the company should be considered and thought through. It is important everyone is thinking cohesively and in agreement on the critical points before moving forward. Often internal strife can hold up the process but it can be a good thing in helping to find the best solution for all.
If you choose to send your logo around to outsiders, you are sure to get conflicting opinions. Everyone has an opinion and everyone is entitled to one. But the design process will be most efficient if this or any process is in place.
Keep in mind…
Design is not a commodity.
Look at design as the creative process that it is. Give your designer the vital information needed and some big picture concepts. If the designer is good, they will ask the right questions and they will LISTEN to your input, parameters, likes and dislikes. Designers should never design in a vacumn. If you think they arent listening, they probably arent. Find another designer.
Developing your brand.
The logo is not your brand. It is just part of your brand. Albeit, a very important part and a central figure in the branding process. But brands are built on more than logos. Every contact with your customer contributes to creating your brand. More on that ….