There are some that think creating a logo might be a simple task. After all, it’s just a small illustration. There is actually no better representation of the saying “a picture is worth a thousand words.” Truth be told, it can be very difficult to get that many words into such a small package.
Why creating a logo can be overwhelming?
A logo is a reflection of your ideas, which makes it very personal.
Sure, it represents a product or service that you are providing but it also projects your brand identity or persona. The process of creating your mark or symbol can bring about the sense that it has to be perfect because it’s going to be lasting.
Suddenly, it feels like you are making a major commitment and things get real!
These are the things that can bring about cold sweats and a huge helping of self-doubt. After all, we all know that as much as we try not to, people do judge a book by its cover.
It doesn’t have to be like that!
An experienced Marketing Consultant can guide you through the design process. Like a personal shopper, he or she will work with you to decide on styles, colors, font selection and imagery until you find the perfect fit with results that offer enough flexibility that works for the long haul.
Be sure to use these tips when working with a design professional on logo creation and brand development for the best results:
- Have a starting point. Discuss your target audience, product, motivation and how you intend to market. Share art samples that you like and/or dislike with the designer so that he or she can start to establish a basic visual of your preferences and personal taste.
- Be patient. Don’t expect your designer to hit it out of the park on the first round. This is a process and sometimes choices need to be narrowed down in order to gain understanding.
- Provide feedback. You need to be able to provide better feedback than “I don’t like it.” What is it that you don’t like? Remember that the designer is not a mind reader. It is important for them to understand what you don’t like and what you do like to be able to move the design in a different direction.
- Make sure it works technically. Consider context and placement. Make sure it is balanced. Are your fonts weighted correctly so that it can be seen on dark backgrounds? Does the name of the company stand out or does the embellishments within the logo? Is the design weighted to the left or right? Does it visually represent the values that are important to you?
- Think beyond the now. It can be very easy to get excited about a new logo. It can be hard, but our best advice is to sit with this new logo for at least a week before you launch it. Be sure to think about your current business objectives and future goals. Does the logo give you flexibility?
Need a few ideas? Click here to see the rationale behind 6 start-up logos and how they came to be.
Do you have marketing challenges that you need help with?
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(Originally posted in May 2016, this content was recently updated to provide additional insight for companies creating or updating their logo. )