Five Steps to a Better Logo

People always ask me what my process is for creating logo. How can a client know that the logo I design is something they’ll like? They are concerned that their investment will be in vain. 

After working as a graphic designer for over 17 years, I have been able to tailor my process, and have learned which questions to ask my client in order to guarantee their satisfaction with the outcome of their logo. If you can answer these questions honestly, and share this info with your graphic designer, you will be much happier with the final product.

1) Who is your audience? Identify who you’re trying to attract. If you sell children's items, don’t create a logo that looks very modern and corporate. You want something that makes people think of children when they look at your logo. If you are trying to attract corporate clients, keep the logo clean and simple. Flowery, cutesy logos will turn them off.

2) What are some of your favorite logos? This will help your designer know which way to lean. If your favorite logos are, for example, the Apple Logo, Nike and AT&T, you trend towards simpler, cleaner looks. Give the designer a visual, because WE are visual, and that’s how we learn best.

3) How will the logo be used? You want to be sure that the logo you end up with is one that fits all your needs. From a small label to a billboard, it needs to be readable. So be sure to know what your end use will be.

4) What are your business goals? This doesn’t necessarily help with designing the logo, but does give the designer a clearer picture of where you want your business to go, which ultimately will affect how s/he approaches the design of your logo.
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5) What are YOUR thoughts about how the logo should look? Most people have an idea in mind. The same way you tell your hairdresser how you’d like your hair cut, give your designer an idea what you are looking for. The more information you provide them, the happier you will be with the final result. Once you do that, though, step back and let them work their magic. They are the artist and they will be able to execute your vision.

I promise that if you follow these 5 points, you will end up with a logo that embodies the essence of your business.