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?