If you are like me and your drawing ability extends to a haggard road map of confusion, then you will likely turn to the experts to design your business logo. Having been through this process multiple times, I have found a strategy that merits a satisfying end result from people other than my mother. Think of logo design like ordering off of a menu –- you know what you like, how much you want and you are able to articulate what it should look like.
What do you do?
Consider what your company does and if there are any signifiers that could potentially be used in your logo. For example, Target stores use a bullseye to grab their customers’ attention. Have a look at some of the logos of companies you admire to see what draws your eye. Choose three you admire and three you abhor and jot them down.
Text, picture, or both?
Of the logos you love, do they use text, a picture, or both? If you would like to use an image, narrow down the playing field by collecting pictures of what you like and do not like. Aim to have a one-page collage of images that you can show to your design team so they can get an idea of what you love.
My favorite color is…
Consider the colors you plan on using. It is likely you will use this logo on everything from business cards to your website so you need to choose colors that optimize well for both. Light yellow may be your favorite color but consider if it will "read" well on various screens.
Shrink to fit?
Consider the size of your logo. Will it shrink down well to view on a mobile phone? Can you clearly read the text when it is on your business card? How will it look when you plaster it on a billboard? Taking a few moments to consider your angle will help justify the end result.
Finally, consider the file format you require from your design team. Facebook has that quirky square locked in for photos and you want to be sure you can optimize your logo in that space. Additionally, it can be a great reference to know the pantone colors and font used.
Once you have determined what you are really after it will be much easier for your design firm to make you happy. They will simply cook up exactly what you had in mind when you hand them a specific brief of what you favor.
Chelsea Duggan is a director at Mile Star, Inc.