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 or organization?
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.
Exercise 1:
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
Always look where you’re headed, not where you’ve been.
Exercise 2:
- 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 your logo differentiate you from your competitors?
Is it distinctive and unique?
Is your logo memorable?
Does it stimulate recall? Does it facilitate recognition?
Does your logo attract attention?
The brain is easily led with many good visual cues. Are your visual cues standing out in the sea of competition?
Does your logo’s color evoke emotion by communicating certain attributes?
And finally….
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.
Strive for success.
A good way to add time and money to a design project is by adding a decision-maker at the backend of the process. If you want this persons opinion,“buy-in” or input, involve them from the beginning. This way the designer will be able to synthesize all the information put forth by all the decision-makers…. ensuring 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. Consider this to be a good thing as the results will be the strongest brand and the best solution for all.
Keep in mind, art is in the eye of the beholder.
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. Art and color are subjective. The design process will be most efficient if this process, or an alternative process, is in place.
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. Brands are built on more than logos. Every contact with your customer contributes to creating your brand.
Brand. Branding. Visual Branding.
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