If you are searching for a graphic designer to create your logo, congratulations, you are at an exciting stage of your business or product.
So what exactly is a "logo” and why is it so important ? A logo is a graphic image (usually containing letters and art work) that represents an organization, product, or even a person in an instant recognizable way.
A great logo will denote the uniqueness of your company, but at the same time, be simple to remember. The power of any logo is that it says a lot about you when you are not there to say it yourself ..so get a good one!!
Rarely is a designer given the freedom to design whatever they want . The perimeters of the designs are client-driven. In other words, YOU ARE THE ART DIRECTOR !! You will be playing a key role in how your logo looks. You will be providing creative direction. (either through a brief or questionnaire) You will approve & veto concepts, provide detailed feedback for the revisions, and be the only one who can give the final approval. So here are some great tips you should keep in mind...
1. Think Big!!
The lifespan of your new logo should be about ten years. Let's say that you are a start-up selling custom-made vegan shoes. Chances are that the artistic direction I will receive is, "I would like you to include an image of a shoe". Seems like an obvious choice, doesn't it? But what is your vision for your company ten years down the line? Will you still only be selling shoes? Is it possible that you will be so successful that you expand to handbags, belts, and other non-leather accessories? If so, let's thinks of a more encompassing image.
Remember the great "branding" powers of this industrial age, whether it be Automotive: (Ford; BMW; Honda) Computer: (Apple; Microsoft; Gateway) Retail: (Coca Cola; McDonalds; Kodak) never relied on images of a car, a computer, or hamburgers to be a part of their brand. Even with service companies such as UPS, Visa, or eBay, they too have no graphically image demonstrating what they do. "Thinking big" means leaving your identity open for expansion to be a true "brand" not just a product.
2. Know what a logo can or can't do.
I hate to break this to you, but a logo can't communicate how great your product or service is, but it can communicate the philosophy and personality of your company. If you didn't know what Tommy Bahamas sold, (clothing line, home furnishings and even rum) you would get a good sense of who they are as a company.
Before you begin directing a graphic designer, you have to have a good sense of who you are as company. Are you progressive or traditional? For the everyman or the-counter-culture? Are you no-nonsense or laid-back? This is just the beginning... once you have a strong identity, then the face of your company will begin to show itself through your graphic designer's work.
3. Keep it simple!
An overly complicated logo can inflate a marketing budget substantially. If your business plan requires an offset printer or silk-screening for logo reproduction, stick to a logo that has a maximum of three colors. Also, pick an overall design that will also be identifiable in black and white format. (remember your logo will be seen in photocopies, fax machines and newspaper)
Click here and go to LOGOS 101: The Design Process, a step by step guide on what to expect when we work together.
