While logos deserve your soul, you shouldn’t have to sell yours to get a good one. But you should also make sure you invest more than five(rr) bucks. More on that later.
Depending on who you ask, the “rules” of logo design can be as diverse as the opinions you will get on why a particular design ultimately works or doesn’t. The process itself is possibly the most subjective I can think of. But it also has such possibility for being an amazing creative journey for everyone involved.
In all the years I have been providing logo design services, there are certain elements that I feel are helpful to keep in mind during the process of finding your identity:
A logo is not your overall brand. It does not and should not carry all that weight. Think of it like a handshake, a visual intro that is supported by several elements working in concert to help people understand your story and your value.
Strategy. Take the time to distill what the logo has to represent and why – today, tomorrow and years from now. Plus, every good designer should first be a good listener.
Involve your team. Their experience helps refine your brand’s story. Plus, they will ultimately be the stewards of the new identity, so let them feel like they are a part of the process in some way that keeps things constructive. That’s not to say you should design by committee. Allow leadership and the designer to do the heavy lifting first.
How does it hold up? Make sure you’ve considered all the possible brand extensions, from digital to print and beyond, and that it also retains its legibility in solid black and solid white.
Things to be wary of:
Crowdsourcing. Even in the digital age the statement of “you get what you pay for” still rings true. I like McDonalds but it’s not a sustainable diet. So make sure you don’t fast food your identity. Your budget, whatever size, is worth researching a designer who has the skill and the experience to be a creative partner, not just another vendor. Invest in experience and strategy, and trust the process. Services like Fiverr for instance, when they needed their own logo refresh, hired a respected creative group, not one of their $50 designers, a decision that tells you all you need to know about their level of service.
Asking your audience to pick the logo for you. Everytime you see someone posting three logo designs on LinkedIn and asking people to blindly pick their favorite, you can hear a designer weeping in the corner. But if you must, make sure you provide some background, so people understand how you got to where you are. Anchor Brewing just did a fantastic job explaining to people why they changed their identity after being in business for 100 years.
Asking for 20 designs that all mix and match the same elements. Ask your designer for a handful of sometimes drastically different approaches or the process is not challenging anyone to find what works (or doesn’t).
Asking the designer what their favorite is. Maybe at the end of the entire process over drinks, because that's like asking which of your children is your favorite and ultimately, it’s your decision what you’re going to go with. However, the designer should always be a shepherd of the process and continue to emphasize why certain design decisions were made and remain important according to the initial strategy.
Thanks for listening, feel free to share your thoughts, and ask me any questions!
- T.C.