Creating the Perfect Logo

Target

The Red Cross

Apple

Nike

FedEx

Bet you visualized every one of those logos as you read them.

The importance of a logo cannot be underestimated. This is the foundation of your brand, how you catch customers’ attention, how you - in the blink of an eye - deliver your message.

Branding and logo design definitely rank high among our favorite marketing services. There’s nothing like having that “Ah Ha!” moment with a client.

But that moment doesn’t just happen. There has to exist a deeper understanding of the business first.  Here are a couple of questions we ask clients to ensure we nail the design and brand identity. These are same questions every business owner should consider as they create (or redesign) their logo to set their business up for success.

Who are you?

The answer to this is not as simple as it seems. The answer lies not in what you do – but in your core values.

For example, let’s say you make toilet paper. (Sorry, we couldn’t resist.)

You are NOT a “toilet paper manufacturer”.

However, you might be someone who is deeply committed to protecting the bums of people nationwide while saving our trees.

Write down your answer, tack it on the board above your desk so you see it every day. This is not only info for a logo design, this is your mantra of your business.

How do you want your business to be perceived?

This question should have been answered in “who are you”?

To go back to the toilet paper example, you’re someone who cares about your customers, is sensitive to their needs and environmentally conscious.

Create a knock list of succinct adjectives based on who you are. For example, for the TP biz, you might use words like caring, sensitive and green.

What is your preferred color palette?

Consider both colors you believe convey your message - as well as ones you simply like. Don’t worry, our designers will quickly let you know if your colors clash and make recommendations based on your preferences.

For the toilet paper biz, you may feel that white and green should really be included. However, you personally love bright pink. Provide all those details to the designer.

What are some examples of logos you like?

Find examples of existing logos of which you like the look and feel. And don’t feel like you have to limit yourself to logos of companies within your industry.

How is your logo going to be used?

Will your logo be used online? For printed materials? Will your logo appear on merchandise and apparel? Start by letting the designer know what you envision for the primary use of your logo.

There may end up being several versions of your logo for specific applications. You may need a rectangular logo for your Facebook cover, but a circular logo for your Instagram profile. But don’t worry about that yet. These adjustments can easily be made once you’ve established the root logo.

Some businesses choose to have a main logo as well as a sub logo. Often the name of the business is written out for one, and may include a tagline. The sub logo is essentially a shortened version of the main logo, but maintains the same look and feel for brand consistency.

Arming your marketing team with answers to these questions helps ensure the creation process goes off without a hitch. One final word of advice… remain open to other options. Sometimes, the best logo design is one that is completely different than what you envisioned. We often like to throw in a design that’s “outside of the box.” And guess what? It’s pretty common for that one to be client’s pick.