Getting a logo designed for your company can be a difficult task. Normally it’s very personal so a lot of personal taste is involved; and since it’s going to be something you will have around for a long time, you are conscious of getting it right the first time. Having to do multiple variations and changes, and just not quite getting it right can be an expensive and frustrating exercise; so here are 8 quick tips to help you get a logo designed right the first time.
- Take the time to write a brand brief so the designer knows what the logo is visually representing. What are the brand attributes, personality, and big brand idea behind the logo? We always take the time to do an extremely detailed brief for our client’s logo development so it reflects the brand on every level and produces appropriate logos first time. It’s definitely worth taking the time to brief properly upfront to save you money, time, and heartache down the track.
- Give the designer a suggestion of colours. Look at the meaning of colours and select colours you not only like but that represent the meaning of your brand, e.g., green – growth, environment, fresh, etc. The designer can pick the shades but at least you have some guidelines.
- Send the designer some examples of logos you like the look of. It will save time with them producing things that you really don’t like and will get them focussed on styles you do like.
- Try not to make the logo too factual as it may limit you if you ever want to expand your business into other areas in the future. The more abstract (i.e. based on a concept rather than a specific product or service) the logo is, the more elasticity you will have to stretch your brand into other areas in the future. You just never know where your business might go.
- Make sure, when you are reviewing the designs, that you step outside yourself and your personal opinion; and think, How would someone who doesn’t know my business perceive these logos? What would they think if they saw it? Maybe ask some others for an outsider’s opinion. Of course you still want to choose something you like and relate to, but you also want customers and prospects to relate and engage with it.
- On a practical note, think ahead and consider how it could be applied. Simple works best. For example, gradient colour can be difficult to print and embroider (if you ever need shirts or caps in the future, etc.) so solid colour would be a safer choice. If the logo is too complicated then when it is printed really small it will just become a big blob; consider simple lines and less going on. This is why big brands have simple abstract logos not images.
- When your logo is finalised, ask the designer to give it to you in various formats. You never know what format you will need the logo in the future and this will save you the added expense of getting a designer to do it again later. Some example formats are (Colour) CMYK, PMS, RGB, Black and White, White, Black, Reversed Out; as well as size high res, low res; or file type .jpg, .eps, etc. When we do a logo, we normally supply it in at least 8 different formats.
- When the logo is complete, make sure you ask the designer for the colours used in your logo, e.g., PMS485 red, as you will need to know when you apply it to keep the colours consistent. Also ask what the font is and even better if they can give you a copy of the font file if it’s not a standard font. Ultimately the best thing is a style guide. When we develop a logo, we always provide a style guide that outlines how the logo can be used, the colour breakdowns, and the font. Having a style guide will make it easy to just send to a printer or sign maker or promotional merchandise company with your logo to ensure your brand is always consistent.
Your logo will be used on every part of your business for many years to come. It is expensive and difficult to re-brand so getting it right upfront and planning for the future will give you a logo that can grow with your business without costing you more.
