You know that you need a logo for your business. You might decide it’s time to refresh the one that you have.
Your logo is often the first impression that people have of your company. It’s the first thing that they see and people will form a first impression of your company in about 10 seconds.
If there’s a reason why companies spend millions on a logo, that will be it. If you’re designing a logo, you want to make sure you get it right. Keep reading to discover the questions to ask when designing a logo.
Did you decide that it’s time for a new logo? Maybe you’re launching a new company or product and need a logo designed.
No matter why you want to design a logo, you’re going to have to ask yourself the same questions to get it right.
This question is about the purpose of your logo. You want it to have meaning and convey a feeling that’s aligned with your company’s brand.
When you look at the Nike Swoosh, you think of athletes. With FedEx’s logo, it could be of shipping and reliability.
You’ll want to first outline what you want your logo to say and how you want people to feel when they see it.
They say that imitation is the finest form of flattery. Not when it comes to logo design. In the case of logo design, you want to make sure that your logo is set apart from the competition.
If you have a logo that’s too similar, you can open yourself up to a trademark infringement lawsuit and cause a lot of confusion among your potential customers.
You want to do your research and find out what your competition in logo design. You’ll want to note if any fonts or colors are used often in the logo. You can even ask yourself how you feel when you’re looking at the logo.
Understanding basic design principles is an absolute must when you’re designing a logo.
Colors, typography, imagery, and text all come together to create an emotion and an impact on the person looking at the logo.
Colors play an important role because we associate them with certain emotions. Blue tends to be associated with calm, security, safety, and reliability. Green is used often to symbolize luck, health, and nature.
You may not think that you can tell a story with your logo, but you most certainly can. People love and relate to stories. When you incorporate a story with your logo, you’re giving people a reason to remember your company.
An example of a story behind a logo is Starbucks. Do you know that mermaid that appears in the logo? That’s actually a mythic siren with a history that dates back to the 7th century.
Do you know what a brand is? It’s actually not your logo.
Your brand is the feeling that someone has when they think about your company. It’s what your company promises to deliver people.
McDonald’s brand promise is to deliver quality foods in a clean environment at an affordable price. That’s something that many people can appreciate and why the company continues to thrive.
Out of the questions to ask when designing a logo, this is the most challenging one because not many people understand what a brand really is about.
You’ll want to check out this company to find out more about branding.
The application of the logo is just as important as the design itself. As you’re designing the logo, you want to have a clear idea as to where it will be used.
Common applications are business cards, websites, t-shirts, umbrellas, pens, packaging, banners, and social media images.
You want to test your logo out and see how it looks across these different applications. Printing it out and putting on a t-shirt is one way to go about it.
You can decide to have a couple of versions of your logo. You can have an icon for smaller applications and then have a larger logo that has the company name and icon.
Facebook is a perfect example of this. They have the Thumbs Up and F icon for small applications and then the full name of the company.
In this final step to designing a logo, this is one of the questions that people forget to ask. They just go ahead and put their logo everywhere without thinking about it.
Instead, you should have several working concept designs and test them out. You might have the same design with different fonts or a different color scheme.
What you’ll want to do is take your concepts and show people. You’ll want to ask them more than one question like, “Which one do you like best?”
You want to know if there’s an emotional reaction to the logo, and why they liked one version of the logo more than another. Once you get some answers, you can go back, make adjustments and test it out until you get it right.
A logo is so much more than an icon and an image that you slap on a business card or t-shirt. It’s the visual representation of your brand and what your company stands for.
When it’s done right, your logo is recognizable and builds trust among your customers, vendors, and employees. Good logo design doesn’t start with sketching. It starts with the right questions to ask when designing a logo.
When you answer these questions, you’re well on your way to having a logo that makes an impact.
If you need help getting your logo right, we can help. Take a look at our logo design packages today.