When people think of a business, the first things that comes to mind aren’t the owner, the brand story, or the hard working staff that make it all possible. It’s the logo and branding. It’s the image people look for on packaging, the branding that dominates a website, and the icon they tap on their phones to open the app.
In essence, your logo is the face of your company that influences your client’s perception of the entire organisation. What people expect from your business can be surprisingly based on their reaction to your logo.
A company with a stylistic tree logo, for example, could be assumed to have more eco-friendly policies and will appeal to ‘green’ clients, whereas a company with a blue logo may be perceived as more corporate.
So, what does make a great logo?
When any designer begins on a new logo project, they spend a lot of time trying to understand both the organisation and its audience. This stage is key to positioning the brand correctly.
Successful logo designers follow many of these principles of logo design:
- Simplicity: Is the design simple and clean enough to be flexible and easily recognisable?
- Memorability: Is it quickly distinguished? Will people only have to spend a few seconds thinking about it to get it?
- Timelessness: Will it still be a great logo in 10 or 20 years?
- Versatility: Does it scale to different sizes without losing quality? Will it work across various media and within different contexts?
- Appropriateness: Does it resonate with the desired audience and the overall brand image, message and identity?
Why hire a designer?
- A designer has experience and knowledge in the field of design, and will know how to bring your brand to life using colour psychology and other design tricks.
- A designer is well-versed in technical details such as file formats, resolutions, vectors and more; all important elements for optimising your logo for web and print.
- A designer has specialist tools and software that they are experienced in and can use to create quality logo files.
- A designer will be able to take your inspiration and brand goals and turn them into a stunning, cohesive set of logos and collateral for multiple uses in your business.
So, if you do decide to hire a designer, what exactly will you be paying for?
Research & planning
Every company has a style that makes it distinct among other companies in the same industry. This style permeates everything they do, from the products they make to the behind-the-scenes business procedures. This step is one of the most important in creating any logo – making sure it sits right in the market, while standing out from the crowd.
Research into the business, industry, values, styles, themes and competitors is vital. This information will help connect the visual identity with the target audience, resulting in a logo design that’s both fitting and unique to the business.
Creating visual cohesion & variety
A designer’s talent usually lies in their ability to create a set of cohesive, yet varied, elements for your brand. Collateral should all fit together and be recognisable for that business, even if using different logo variations.
Taking on critique & feedback
Did you know it’s really common for designers to get their own logo designed by someone else? When you’re so involved it can be hard to see the light through the trees, and it’s good to get a fresh eye on things.
This is why it’s so important for designers to get feedback from their clients. During our process, we go through several rounds of feedback and revisions before deciding on a final logo.
Optimising for web & print
A good designer will understand how to set up and save files in the best way possible for different uses. For example, a set of business cards will require very different file settings and resolutions than a Facebook cover graphic.
As you can see, there’s a lot more to the brand design process than just choosing a nice font and some colours you like. For a designer, it provides both an exciting challenge and creative release. For you, it provides a professional touch for your business to help you continue to grow and build recognition!