Before You Design a Logo, Consider These 7 Things
A logo is more than just a pretty pictograph. A logo is a symbol that represents your company—it's the first impression that you make on potential customers and partners. So, before your designer sits down at the drawing board (or fires up their design software), make sure you consider these seven things.
1. How would you describe your brand's personality?
Your logo should represent the personality of your company or organization. It should be a visual representation of what you stand for and what you offer to the world. Take some time to consider what your brand stands for—what type of feel it has, whether it’s modern, classic, bold, etc.—and make sure these ideas come across in your logo. If you could describe your brand in one to three words, what would it be?
2. What are your company's core values?
Your company's values should be reflected in everything that you do—including your logo design. If creativity is one of your core values, for example, make sure that your logo is creative and original. If customer service is important to you, make sure that your logo conveys a feeling of trustworthiness and care.
3. What feeling do you want your logo to evoke?
Your logo should evoke the same feelings in customers and partners as your company does as a whole. For example, if you're selling products or services that are luxurious or high-end, then your logo should communicate those same qualities. Conversely, if you're appealing to customers who are price-conscious, then your logo shouldn't be too flashy or over-the-top.
4. Who is your target audience?
Your target audience should be front-and-center when you're designing your logo. Make sure that the style, colors, and overall look of your logo appeal to the demographic that you're trying to reach—otherwise, you risk turning them off before they even get to know what you have to offer.
5. How will your logo be used?
You need to consider how and where your logo will be used before you start designing it. If it will mainly be used online, for example, then you'll need a version that looks good on various screen sizes—from desktop computers to tablets and smartphones. If it will mainly be used in print, on the other hand, then you'll need a version that looks good in black-and-white as well as color—since many publications only print in black-and-white these days.
6. Do you want a wordmark, icon, or both?
A wordmark is simply text—usually just the name of your company—while an icon is a graphic symbol that represents your company (think Apple's iconic bitten apple). Many companies choose to use both a wordmark and an icon in their logos; however, depending on how complex or simple you want your logo to be, either one could suffice on its own.
A well-designed logo is an essential part of any small business's branding strategy—but it's not something that should be taken lightly. Great logos don't begin with sketches or software; they begin with some thoughtful introspection and research. Taking the time to consider these seven things before you start designing will help ensure that your logo is as impactful and memorable as it should be.
