Designing a logo can be intimidating. It’s like finding the perfect name for your business. While the logo design process is exciting, it’s also a huge part of your brand. After all, your business logo is what differentiates your business from the competition, and it’s how most of your customers will recognize your brand now and in the future. From a marketing perspective, there are a number of things to consider when working with a designer to come up with the perfect logo. Here what you need to think about.
Is it memorable?
Since many businesses draw inspiration from others when designing their logo, often the result is multiple logos designed with similar styles. While this may work for some businesses, it’s not a good idea from a marketing standpoint. Part of your goal as a marketer is to make your business stand out from competitors. Get inspiration from others in your market, but make sure that your visual branding stands apart.
Is it simple?
This also relates to the memorability factor of your logo. If your business logo is too busy, not only is it going to be confusing for viewers, it will also be forgettable. Potential customers will be left wondering, what was that company with the really busy logo? And that’s not good for business!
Does it align with brand messaging?
Have a conversation (or several) with your designer about brand messaging, and provide them with background information about your business and target audience. Be sure that they understand your unique selling proposition and what you want to say to customers. This will help them create a logo that is designed to align with your brand and resonate with your customers.
Will it look good everywhere?
You want to make sure that the design you choose looks great everywhere. That means paying attention to how it looks in print, as well as on a full sized computer screen and a smaller smartphone and tablet screen. The last thing you want is a design that renders horribly on the small screen!
Is it adaptable?
Most well-known brands have logos that have changed slightly over the years. It may be difficult to conceptualize how you’d alter the logo that you’ve spent so much time developing, but it is important to think about. Try to envision how your new logo design may evolve over time along with your business.
Can it withstand the test of time?
A good rule of thumb is to stick with timeless designs rather than trendy styles. Trends come and go, but a classic logo design can withstand the test of time. It can also be easily adapted to evolve as the company does.
Is it legible?
Some companies think they are being creative by developing a logo with a fancy, unique design. In reality, they are sometimes creating a logo that is difficult to read. Your logo should pass the five second rule: anyone glancing at it should be able to quickly determine what the words are. Make sure your logo is legible in order to make the biggest impact.
What message does the typeface convey?
Typeface is an important consideration in logo design. Different typefaces convey different messaging. Some are authoritative and powerful; others are less formal and have a playful feeling. Work with the designer to choose a typeface that exemplifies your brand.
How does it look on different backgrounds?
This aligns with the question of whether your logo will look good everywhere. Whether your logo looks good in print and online is important, but you also want to make sure it looks good on different color backgrounds. Test it out on dark backgrounds as well as light colored backgrounds to make sure it works well where ever it’s placed. Your logo should also look good against a pure white background.
How does it look when resized?
Have your designer play around with logo size to make sure the design works when it’s scaled to a larger size as well as a smaller size. If it looks strange when it’s scaled to a different size, you may need to make some tweaks to get the perfect design. Think about the importance of rendering on a very small mobile phone screen or blown up to fit on a trade show banner design.
Creating your logo is an important part of the branding process. This can put significant pressure on you as a marketer. Just make sure you approach logo design with these five questions in mind. It will help make the process seem less daunting, and help you get the right logo design for your business.