What’s the first thing that pops into your head when someone says, “McDonalds”?

“Apple”?

“Google”?

Chances are, the logos for these big brands will be among the first things that flash through your mind.

There’s a good reason for that.

These are powerhouse brands. And their logos are front and center of their visual identities.

A logo is the symbol or mark that identifies a company or product in the simplest way. A logo can be a word, a symbol or a combination of both. It helps create a picture in the minds of its customers and promotes instant recognition for an organization.

Does your business logo do all this?

Here are a few things to consider when creating or re-creating your business logo…

Don’t create a logo without doing the necessary homework first.

A common mistake that many businesses make is they rush into creating their logo.

Too often, the logo is the first thing a business owner is concerned about when launching a new business or product.

This is a big mistake.

Before you delve into the designing of your logo, you need to be VERY clear on a number of things concerning your brand, specifically…

What is the desired perception of your brand?

What are your brand values?

Who is your ideal client?

What is your brand position in the market?

These are big questions, and they should not be overlooked.

Only after you have a strong handle on these concepts, should you even begin to consider developing your logo – or, for that matter, any aspect of your brand’s visual identity (which can include your company’s website, social media, storefront, etc.).

Otherwise, you run the risk of creating a logo that does not serve its purpose, and you will waste valuable resources.

A strong logo is appropriate for the industry it represents, and appeals to its intended audience. Do the necessary homework before designing a logo so that it serves its purpose.

Hire the right graphic designer to design your logo.

As a business owner, you might be tempted to design your own logo.

Unless you are a trained graphic designer, it is highly advisable that you delegate this job to a professional.

Designing a logo is not as simple as it seems.

It is too important a job to hand over to a random kid who is “good with Photoshop.”

If you don’t hire someone with the appropriate skills and experience, you risk making mistakes that will cost you down the line, when you try to reproduce the logo design in print or digital applications.

It is important that you understand that the business logo is not a standalone entity; it’s a vital part of your brand identity.

So therefore, you need to hire the right designer who understands your business, your brand, your brand perception, values, ideal client, and brand positioning.

Above all, hire someone you enjoy working with.

Of course, you need to find someone who fits your budget as well.

Currently, designers charge anywhere from $25 to $150 per hour, depending on their experience. Look for someone who has a portfolio of work they can show you, so that you get a sense of their creativity and style. Ask for referrals and testimonials from their previous clients. If their cost estimate seems high, keep in mind that this is an important investment in your business.

When you begin working with your graphic designer, give them a list of your competitors. Show them examples of what you like, and provide reasons why you like these brand logos. This should serve as an adequate jumping off point to get the creative process rolling.

Make sure your logo is usable and versatile

When you get a price estimate from your graphic designer, make sure various elements of the logo design are included.

You will need a one-colour version of the logo, as well as a full-colour one.

You might want your designer to provide versions of your logo with and without a corporate tagline incorporated.

A good graphic designer should include a style guide that provides a breakdown of the brand colours, fonts, and logo variations.

The logo should work in both a horizontal and a vertical format.

You should also receive your logo in various file formats, including .jpg, .png, and a vector-based file, which can be an Illustrator (.ai) file or an .eps file.

This is important so that your logo is readable in various formats, sizes, mediums, and applications.

Your logo should be memorable and stand the test of time.

A great logo stands the test of time.

In order for a logo to be timeless, it should be simple in design, as well as versatile and memorable.

A good logo design will last 10 years or more and will create a presence for you in your market.

A logo is a vital part of your visual brand identity. Before you launch into the creative process of creating a logo for your business, you need to complete the preliminary work of knowing your brand. It is highly advisable that you hire an experienced professional to design your business logo, in order to ensure your logo is usable and versatile, as well as memorable and timeless.

Need a hand with your company’s logo? Contact Kim Speed at Purple Moon Creative today!