During the middle ages the most famous logos were coat of arms, which were first used on battlefields as a way to identify allies from enemy soldiers. The designs were a symbol unique to a person, family or kingdom, giving its owner an eye-catching visual representation. The principles employed back then still apply today.
Every business needs a logo to help set it apart and form strong brand identity, but not everyone is a designer or feels comfortable enough to create one on their own. So if that’s you, below are a few tips to help you in the process when you hire an agency or designer to do the job for you.
Step back and let the designer rock it
In most cases businesses hire a design professional to create their company’s visual identity. Graphic designers don’t just make things look pretty—They are communication specialists who have specific training and expertise in conveying messages both through images and typography. That isn’t to say they know everything or will knock the job out of the park in their first attempt, but they will know what works and what doesn’t.
As the head honcho, you should start the process by talking with the designer. Typically, this involves sharing the type of feeling you want your company to convey to the general public. No one knows your business better than you, and relaying this information will help the process.
The business is your baby, and as hard as it may be you need to step back, take a breath and let the designer work their magic. Being in the day-to-day operation of your business can be great for the most part, but it also can be a liability. It’s always beneficial to have a fresh set of eyes that can help you discover a new approach you may have never considered otherwise.
In short, you are paying the agency or designer to do a job. Once you share your desires and goals for the identity, it is important for you to trust them. It’ll streamline the process and make the final product come to fruition sooner. Let them earn their paycheck.
Remove yourself from the equation
If you were having a logo created for yourself, it should reflect your values, your favorite colors and so on—but not when it comes to a business logo. This logo should reflect the values of the company. This can encompass color choices, design elements and even what type of font is used. When making a decision you should not base them on whether or not you like it, but why you think it accurately represents your brand. Of course, it is important that you like your logo, but it should not be the main deciding factor. Just because it looks nice and you like it, doesn’t mean it will send the correct message to your customers or the public.
When you look at the logo to the left do you immediately know that this company sells lunch and gelato? One important factor in successful logo design is the communication with the general public of what you do. The logo, while it looks lovely, says absolutely nothing about what the company actually does. This can work against you, especially when you are just starting up.
Along the same vein…Is your company trying to sell male enhancement products or computer services? No, seriously. Be wary of dual meanings, tight letter spacing, and accidentally creating phallic objects. That being said, I think these logos speak for themselves. And not in a good way.
Don’t rely on trends
The occasional drop shadow or gradient added to a logo is fine, but it shouldn’t be the center of its creation. If you take away the special effects and colors, is the logo still successful? A very important quality in a good logo is that it is successful in both full color and one color (black and white.) If you have a successful black and white version it will be much easier to “bling out” your logo later. Skip the gimmicks—a good concept will serve you better in the long run.
These are just a few of the many tips to consider when having your next logo designed. If you ever have any questions during the process, ask your agency or designer. They are there to serve you. Like any business, they want to satisfy their customers. How the logo turns out is a distinct reflection on the agency or designer, so they want it to be as successful as you do if not more so.
Trust in them and trust in the process. Do that and you’ll be well on the way to your new logo.