Any great business owner knows that they need to stay a step ahead of the competition to survive. One of the easiest way to get a leg up, believe it or not, is with a show-stopping logo. A logo designed by a professional may run you a few hundred dollars but, in the long run, the return on that investment will be immeasurable. So, why buy a logo?
The very easy answer to that question is marketing. The right logo can be used on everything you can think of: from business cards and stationery to T-shirts and Frisbees. Any type of promotional item lends itself perfectly to a professional logo. Do you attend trade shows? Local festivals? If so, handing out promotional materials is a virtually standard marketing ploy.
The key, then, is having a logo designed by a professional well skilled in graphic design. You, of course, can purchase software and design a logo on your own, but what do you really know about graphics? Do know this: a poorly designed logo can have just as much a negative impact on your business as a great one can have a positive impact. Are you willing to chance it?
So, what steps should be taken to design a great logo?
1. Choose your designer: Interview several designers and ask for both references and portfolios. Choose a designer who has work that you are attracted to and meets your budget.
2. Familiarity with your business: Your designer should set up a meeting with you to get to know both you as a person and your business. He or she may ask about the products you sell, the services you render and your client demographics. He or she may also want to get a feel for where you see your business in the future. Don’t feel as though your designer is prying; by getting a feel for who you are and what your business is, they will have a launching point for creating your logo.
3. Brainstorming: You may or may not be asked to be involved in this process. Your involvement will be up to the designer and their creative process. Whether or not you are asked to participate, your designer will brainstorm several ideas until one strikes them as ‘right.’ From there, they will begin to tweak the design and get your feedback.
4. Color and design: Once your designer has come up with a rough idea of your logo’s design, they’ll begin to play with color, fonts and graphics. Don’t expect your designer to ask your favorite color! Colors have meanings and any designer worth his or her salt knows this. The colors chosen by the designer will center around the message they are trying to convey through your logo.
5. Unveiling: You may be given a choice of several designs or you may be given your final logo. Again, this is up to the designer. If you are asked to choose, pick the one that draws your eye immediately. Don’t over think it. Your logo should be instantly recognizable, if you don’t have to think about it, neither will your client base! If you are only given the final product, remember that you have paid for a professional to create it. If there is something that doesn’t strike you as absolutely perfect, discuss it with your designer. They may be able to explain their concept so that you understand the choices they have made.
If it is important to you to have a say throughout the design process, make this clear to any designers you interview. If you want to leave it all to the designer, be sure to mention this as well. Part of creating a fantastic logo is a having a great working relationship with your design team.
Custom logo designs can sometimes be very expensive. Author and marketing consultant, Avery Petersen, uses logomojo.com for all his small business marketing needs. Click here to find affordable options for your business.