Chances are that if someone mentions McDonalds, you visualize the golden arches. Chances are also that you would recognize those golden arches even if they were in black and white, or green against red. The McDonalds logo is so recognizable that it is iconic. That’s the sort of brand recognition for which you strive – a symbol that will be immediately recognized as your logo no matter where it appears.
That’s something that most business people understand instinctively. That’s why businesses trying to establish a brand identity often begin with a logo design, and why companies that want to change their image often start by redesigning their logo to one more in line with the new image that they want to present to the world. If you’re considering a logo for a new business, or a redesign of an existing logo to present a new face to the world, there are some things you’ll need to consider.
Your logo delivers a visual first impression of your business. That’s a pretty important role for a pretty picture, but it’s just the start of what your logo should do for your company. It carries the standard for your brand identity – on your web site, on your letterhead, on a t-shirt, on your product – wherever you decide to have it emblazoned. And anywhere it appears, it should be clear, sharp, distinct and unmistakable. Creating a logo that looks as good in the corner of a business envelope as it does on the pocket of a golf shirt is not as easy as it may seem. It takes a professional designer who understands the demands of various types of media and of course has a great eye for design.
What to Expect from a Professional Logo Design Firm
Calling in a pro to design your new logo is the first step toward branding a successful identity, but it can be a little uncomfortable if you don’t know what to expect. While every graphic design firm has its own standards and procedures, there are some things you can expect from any professional designer who specializes in logo design.
Most pro logo designers will want to talk to you about your business. Your designer will have a lot of questions to ask you – and some may not seem to have a lot to do with graphics or art. They’re all designed to help them get a feel for the best way to present your brand, though. Some of the questions you might be asked are:
- What sets your business apart from others in the industry?
- What’s your overall “feel”?
- Who is your target market?
- Where will your logo be used?
That last question is one of the most important, because it will help the designer consider shapes and how they’ll work on different textures, materials and in different sizes. If you have a specific use for your logo – especially one that is non-traditional – your graphic designer should know about it.
Once you’ve had a consultation with the designer, they’ll make some preliminary rough sketches and submit them for your approval. Chances are that there will be several different treatments for you to choose from. Be honest in your likes and dislikes – it’s quite all right to let them know if you like the font used in one but prefer the arrangement in another. A professional graphic design firm will work with you to come up with a final product that’s exactly what you want.
Do you agree or disagree? Perhaps, I missed something? Either way, I would just love to hear what your thoughts are on this topic… just let me know your alive!