Looking to design a new logo? Let us tackle some of the common questions to get you started.

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So, where do you begin?

The initial stage of defining your brand is essential, and the starting point will depend on whether you are an established brand or a new company. If you are already established, look to research. Analyze peer group and secondary research statistics, determine what entices your customers, consider the attributes that define your brand. Are you satisfied with the results or are you needing a change?  Poll your own customers to find out the direction they would like to see your brand take. Trust us, you’d be amazed how much customers and clients like to be asked their opinions — that THEY are being taken into consideration.

Are you a start-up? Don’t have research to support your decisions? Instead look to your business plan. Where would you like to see your company in five years? 10 years? What makes your company unique? Create your ideal buyer persona — who are your target customers? Design with these questions in mind to help you create a logo that fits all these criteria.

Where do you draw inspiration?

Go through magazines and trade publications to find inspiration. Choose up to 20 – 25 styles you like and find a thread of commonality. This will help your designer know which direction to pursue and will cut down on time spent drafting designs you may not like. Also download our Logo Attributes Guide to help you determine the look and feel of your new logo.

Do you need to hire a professional?

Yes. Hire a professional designer. As in everything you’re going to invest your time and money in, you want to do it right. And when it comes to branding your company, your logo is right at the heart of the brand’s visual communication. It creates brand recognition.    

Customized typography or icon/mark? Choose the one that best fits your company style. There is no one-size-fits-all of logo designs. The ultimate goal, again, is recognition and recall. Can customers easily identify your brand logo, even when your company name is taken out of the equation? Leave a lasting impression. That is the answer to a successful logo design. Though we may not realize it, a mark sticks with us for a long time if done right. Take a look at this video: https://vimeo.com/122829909. You may be surprised at how many logos you recognize without the names of the brand ever mentioned.

Additional factors to note?

  • Your logo should always be designed in black and white before you apply color.
  • Have your designer build your logo in both a stacked and a horizontal style so that it can work into multiple layouts – from small to digital to larger tradeshow pieces.
  • Think about future use. Design your logo for longevity. Can it stand changing trends and still stay current?
  • Design the logo around the psychology of color. Interpret the personality of your company in the colors you choose. For example, the color blue is associated with safety, trust and dependability, while the color red is associated with being bold and powerful. Also design your logo with different color applications based on future usage and product-line extensions. Watch for future newsletters for more in-depth information on the psychology of color.
  • If you want input from others, hold a focus group. (We do not recommend decision by committee, especially if that includes mothers-in-law, neighbors or the mailman.) It is important to acknowledge the opinions of others and take those into consideration.


Ellis Harper Advertising