You've put a lot of work into starting your own business. You're getting ready to launch, but you want to start off on the right foot with a great company logo. It has to encompass your goals, the spirit of the company and what you stand for. Before you attempt to design a logo, do some planning.
Who is Your Target Market?
Your target market is your customers. A beauty salon has an entirely different market than an auto repair store. Do you want to have an underlying message of strength with a bold, dark font, of well-being with gentle font and pleasing lines or of fun with amusing font with primary colors? The options can be overwhelming, but you should always look at your choices through your customers' eyes. Decide how the design envelops your company spirit.
Do You Want Your Company Name as Part of the Logo?
If you've designed a logo, and you add your company's name, say Joe Blow's Transmission and Muffler Repair, and it looks great on an 8 ½ x 11 sheet of paper, think again. Imagine it on a table tent card, business card, or something even smaller. Think about the many different places the name will have to be displayed before making a decision.
Where Will Your Logo Appear?
You've probably already considered company stationery, invoices, purchase order forms and business cards. What about promotional items? Coffee mugs, magnets and pens are just the tip of the iceberg, there are catalogs full of promotional items of all sizes. Will the words even be legible on smaller items? Will the logo blur to a blob?
Think About Graphic Design
You know your company better than anyone. It's true, but that doesn't mean you can do everything. You have an accountant, right? You didn't build your building all by yourself. You paid an IT person to install your computers. A graphic designer should be seen as one of those essential professionals. Invest in good work that will make your logo look and appear as you want it to.
What to Look For in a Graphic Designer
The designer you hire should stay focused on you as their customer, and both of you should focus on your target market. They're your audience. The designer needs to leave their ego at the door. They may be aware of the latest trends and cool new fonts, but a professional M13 graphics designer will always have the client's best representation in mind. A professional designer will be able to maintain visual consistency in all sizes by using the appropriate graphics software.
Some Final Things to Consider
Resist the temptation to try to say too much with color. If the color in your logo is used to distinguish certain elements, be aware that there my be times when your logo will be reproduced in black and white. Will the colors lose their meaning? A logo should be original and unique, and stock art fails on both fronts.
Do some brainstorming on paper before you meet with your designer. In the end, together, you will develop a logo that's professional, memorable and unique.