Your logo is a very clever little piece of design. It should communicate your company’s business, ethos and image in a quick glimpse, so designing a great one takes time and skill.
A logo is often one of the first elements of branding your company decides on, and getting it right the first time can save a lot of work as your business grows. There’s always the temptation to slap a random font on an icon you took from Google, but that’s unlikely to be the best representation of what you and your company offer.
Your logo might not be with you for the duration of your company – you might find that as time goes on, it no longer captures the spirit of who you are and what you do. A new logo can form a pivotal part of your rebranding journey.
Once you’ve decided to take the plunge and get a new logo designed for your new or existing company, here’s some of what you can expect.
The first step will involve words, not pictures.
You might be ready to hit the ground running, but your designer’s first step is getting to know you and your brand. It’s time to learn about your business, what you do, what you stand for and why your customers love you. How do you want future customers to feel when they first see your shiny new logo?
This process can take a while, and you may uncover some things about your brand that you hadn’t previously uncovered. An experienced graphic designer can pinpoint exactly what elements will accurately represent your brand.
At this point, you’ll also be asked about your preferences regarding your logo. Your designer can bring insight into the theories behind logo elements, but we can’t overcome the fact that you detest a certain font or colour. It’s good to get that out of the way before the intense logo design work begins! Your target audience needs to feel connected to your logo, but so do you.
Looking at logos
Looking at existing logos can be a good starting point for conversations about your new design. It’s not about copying an existing logo – more likely to lead to a lawsuit than an increase in sales – but it can help you understand the design elements you’re looking for.
For example, if someone told us they wanted a logo like Apple, Nike or Calvin Klein, we’d know they were into sleek lines and monochrome rather than something more colourful and busy. It gives us a starting point to build on as we go through the design process. It’s also good to hear about logos you strongly dislike and why. With all these questions and comments, we’re building a picture of what your logo should look like.
Finally, we like to look at the logos of your competitors. We don’t want to create something too similar, but there may be elements that are common in successful brands in your sector. The goal is to stand out while fitting in, which is easier said than done.
Fitting in with existing brand guidelines
If you already have a logo and another branding, your designer must ensure that this new logo fits in. It’s important to provide them with the existing branding colours (RGB, CMYK, HEX) so they can be replicated in your design. The same goes with fonts – consistency is key.
Equally, if your new logo is part of a total rebrand, you’ll want to ensure that you’re producing something sufficiently different from the current one.
Now it’s time for a timeline.
The next step will be to work out a timeline for you and your designer to complete the project. We guarantee this will help things run more smoothly, as both parties know what is expected of them.
This is a good time to discuss how many image concepts you’d like to see, how feedback and changes will be communicated and how many rounds of revisions will be made to the final chosen design. There’ll always be an element of flexibility to these arrangements, but having a schedule in place should keep the process ticking over smoothly.
You might think you want dozens of initial design ideas, but you probably don’t.
They’re a waste of your time and whoever is creating them. If the briefing process has been done thoroughly, a designer should be able to create a series of designs that tick all of your boxes. You should get a detailed explanation of why these particular designs have been chosen, based on your requirements.
There might be a clear favourite amongst the bunch, which will be refined and developed. There could be two contenders that look promising, and you may decide they should be further developed to see which one is best. In other cases, you may like elements of two or more designs and want to combine them into a single concept.
Before anyone puts ink to paper, it’s important to clarify what final logos you’ll require. Yes, that’s logos in the plural.
You should receive the main logo and variations, such as black and white, a single pop of colour, with and without content and so on. You can also discuss the rollout of your new logo to your branded materials.