You've come this
far to get one- but why? There are plenty of compelling
reasons to have a logo designed for your company. The better
you understand your own goals, the better we will be able to
help you reach them!
If you're not sure, just
think about what it is that you hope to accomplish with your
logo design. Do you hope to demand attention and stand
out among your competitors... or establish your brand with a recognizable
presence in your marketplace?
Compare the images they've
chosen. Are they bold or conservative? Are there any cliches
you want to include or avoid in your own logo design? What image
do you think might distance you from the pack without going too far?
Long ago, when the majority of people were unable
to read, shopkeepers would use symbols on their signs to communicate
to passersby that their shop was a tannery, a brewery or a pawn shop.
Today we still have traces of that tradition whereby certain images
are associated with particular professions and industries. For example,
scales of justice can indicate a legal professional, a curl of smoke
coming out of a mug signifies coffee, and an outline of two walls
and a roof suggests real estate. A skilled logo designer will subtley
incorporate these associations into a logo, often by adding a modernizing
twist to the concept. Your designers will try for a fresher approach
to logo design than simply relying on these stock symbols to convey
a company's message. These traditional associations- if used- should
be secondary and supportive of the logo elements that make a logo
uniquely yours.
Be ready to let your
designer know your thoughts on this, and to provide any links
or samples you specifically reference.
Who is your current
audience? How do they perceive your business or inductry
in general? Is there anyone you would like to add to your audience?
Who needs your product or service? Who do you want to sell your
product or service to? By what means do you plan to reach them?
what motivates your targeted customers to buy? How will a new
logo deesign help you do this?
:
Customer perception is at the heart of strategy- so positioning yourself
in a way that will most appeal to your target audience should be your main
objective. Your goal is to
isolate a credible and compelling message that will resonate and reinforce
the core values of your company. What are you good at? What
differentiates your product or service from the competition? What
are your strengths compared to your competition? What do you want
your company to be known for? What characterizes it?
Create a list of key
attibutes that effectively describe the image you want to project
about your company. Then, narrow them down to only the most important.
Ideally, your logo design should focus on no more than one attribute
and support a single aspect of positioning. Be
prepared to share this list with your designer. (Company
Attributes)
If you're
redesigning an existing logo, schedule the project offline
from your other deadlines. Don't limit possibilities by rushing
to meet mail dates. Use your old logo until you're delighted
with a new one.
Just because you favor a particular color doesn't mean it's right
for your company logo. As colors often have a tremendous impact on
viewers, there's a lot to consider when choosing colors for your logo
design. Psychology professionals agree that orange and red produce
a feeling of excitation, dark blue incites feelings of relaxation
and comfort, and so on.
(See "The Psychology
of color" for more information.) To decide on appropriate
colors for your logo, think about the corporate personality you want
to convey. Then utilize known color/attribute linkages to your benefit!
These linkages are by no means absolute, and can often overlap or
even contradict one another. Color tastes and trends vary over time
and geography as well; but the exercise of linking your company's
key attirbutes to specific color palettes and color combinations is
an important component of the logo design process.
Also, consider how you might extend the color scheme
of your logo beyond the original context in which it is used (usually,
at first, business cards and stationary). Perhaps someday you will
want to use your logo on clothing, on a company car, or stamped onto
promotional materials? Some colors (pink, yellow) a lot of people
can't wear well, while othes (gray, light blue) don't stand out from
a distance. Bright colors may not match the beige/silver/black of
technology objects. Choosing no more than two familiar colors (with
black as one) will keep your costs in check whenever you use your
logo. (Technical Color
Issues)
If "yes", your designer will need to know why are you making a change.
If you are replacing an existing logo, it will help us to know why. Do
you think it's out of date? Has something about your business changed that
should be reflected in your logo? Do you think it wasn't done right the
first time? If your old logo is on your website, be sure and fill in the "company
website url" field. If it's not online, but you have an electronic copy
of it, you will be given the opportunity to upload a copy of it .
One of the best ways for us to get an idea of what you
want- is for you to show us some logos that you like. Of course,
your logo will be original and unique, but we can incorporate certain
design elements to give yours the feel and impact of your favorite
logos. Maybe you like some of the logos in our sample portfolio?
If so, great! Let us know which ones. Click
here to see them again.
Even with research, your designers can't
know your business as well as you, and your creative thoughts and ideas
are
essential in the logo design process. Your input will most likely trigger
further creative thinking for us. For this reason, we
highly encourage you to conduct a brainstorming session.
This can be effective individually, as well as with a group of
key players. When assembling your brainstorming team, it is important
to Use a top-down approval process. If your CEO is going
to give final
approval,
get him
or her involved
as early
as
possible.
Have
the CEO
attend
every brainstorming session
and design presentation. Keep the number of approvers to a minimum;
remember the saying: "A
camel is a horse that was designed by committee."
If you think it's important, it probably is!
Corporate
Identity Design 
