With new businesses sprouting up every day, there's always a need for new logos, so lots of design companies offer a logo design service. However, although the physical process of creating a logo is pretty easy these days, there's a lot more to logo design than just creating some nice text with a graphic beside it.
A logo is an essential part of corporate
branding, helping to differentiate a business, product or service in the marketplace. Of course, branding includes a lot more than logo design - it covers everything from visual identity (typography, imagery, colour, etc) through to communication style and how the actual product or services are delivered.
As part of the overall branding approach, a logo's job is to be a
unique visual representation of the brand, reflecting the brand values, appealing to the target audiences and differentiating the business from the competition.
A successful logo...
- reflects the brand promise
- appeals to the target audience
- is clear and legible
- is suitable for practical applications
- is versatile and adaptable
- is distinctive and unique.
Getting the brief right
Whether you're commissioning a logo or are designing one, you need to start with enough information to get
inside the brand so you can determine what will make a suitable logo. If a designer doesn't ask the questions listed below, walk away - you will not get the best result.
- exact name of the brand/business
- brand personality/values/messages
- marketing/business objectives
- target audiences
- competitors
- channels/applications (where the logo will be seen)
- tagline/slogan to be used, if relevant
- practical considerations (eg specific formats/uses/media)
- scope of project (eg design logo as part of broader project for website, stationery, etc)
- budget and timing.
Tips for designing a logo
These common sense pointers are based on experience and best practice, and can also be used as criteria to select the right logo from a set of creative options.
- use a legible typeface (clear, easy to read)
- standardise the logo across media (common formats, colours, positions)
- avoid stock images (they're not unique)
- don't use bitmap images (vectors scale better)
- research says red & blue are the most successful colours
- don't make a tagline integral to the design
- if using a symbol as part of the logo, see if it could also be used as a standalone graphic element
- ensure the logo is different from competitors
- avoid logo design trends (or your logo will look like others, and will date quickly).
Tips for commissioning a logo
If you're a business owner commissioning a graphic designer to design your logo, the following hints may make the project go more smoothly.
- write a clear brief (see above)
- set a realistic budget (how much is your brand worth to you?)
- when choosing between options, be objective and allow "brewing" time to consider options carefully
- give clear feedback to the designer
- make sure to check options against competitors' logos
- commission a logo as part of a broader visual identity or web design project, for a more rounded approach (it can work out cheaper too)
- when the logo is finalised, get high resolution artwork files from the designer
- if you want to trademark your logo, check eligibility before getting your logo designed
- don't keep changing your logo.
Remember - if a logo is not
unique, it's worthless. Time and effort spent getting it right will pay dividends.
Here are some examples of logo design for small business.
Logo design presentation
The presentation below was created for a talk at the Brisbane Web Design Meetup Group.
To start, click the pointer arrow. For full screen view, click the "more" button (visible after starting).