When starting up your new business, or even refreshing your existing business, one of the first things you should do is design a logo that is a representation of your business. As with the subject of headshots, which we wrote about a bit ago, the importance of a logo that matches your business is essential.
I will admit that I am a branding/logo snob. I used to drive down the road and keep a running list of the poorly designed logos that I would pass on trucks on the interstate! We don’t want you to be on that list!! In order to make sure that doesn’t happen we start with the basics. It is important that we really understands YOU so that we can translate your message and your goals into a design that appeals to both you and your customers.
But once you get a few logo designs to choose from, HOW do you choose?
Sometimes one logo will just jump out at you as being ‘the one!’! (Just like a wedding dress!). That’s when it’s pretty easy!
But other times you’ll receive a few logos that you may have trouble choosing from, which makes the selection process more difficult. In this case, it is important that you go back to the basics. Here are some tips to help:
- Print them out and tape them somewhere - separately.
Often times seeing them separated from the others, one will stand out to you. Live with them for a little bit. Get to know each other. Wait to see if one of them talks to you. You will need to have a relationship - you are going to be together for a long time!
- Go back to the basics.
Keep in mind the message and/or feeling that you want to convey with your logo. It needs to make sense and feel comfortable. Like the perfect dress. It needs to reflect you and your message. If you are bold and crazy, don’t choose a logo that is conservative, and vice versa.
The goal when creating a logo is to design something that will work for the business on a long term basis. Hopefully you will love it because you are going to be together for a LONG time. That being said, you have to keep in mind how the logo will present over time. Will you still love the design, font and colors in 5 years?
- Consider the usage.
Your logo will be used in a variety of places, and while you should not feel restricted by that, you should keep in mind the ways that it will be used, from websites to print materials. Try to envision the logo in the various places you will be using it.
- Don’t ask your friends.
We know that sometimes it is really hard to make a big decision. And choosing a logo IS a big decision. But you have to remember that art and design is a purely subjective matter. When you go to a museum there are things that you think ‘huh’ and others that you love. But those will not be the same feeling that the next person has. This is YOUR business and YOUR message. It is essential that it feels good to YOU. When asking your friends you will most likely get a variety of answers, which will only further complicate your decision making process. As hard as it is, try to feel it out yourself.
And don’t forget that we are here to help! For us, the most important thing at the end of the day is that you end up with branding that you love and reflects you and your business. We LOVE to create and want you to have a happy logo relationship for a long time. We are happy to help that relationship along!
Written by Jen Lowe, Branding & Photography Director