Logo Design

What Does Logo Design Even Mean?

You may have an idea. Sometimes two people can give very different answers to the same question. For that reason I'd like to take a moment to give my definitions of a Logo and Logo Design. To make sure we're all on the same page.

First, What Is A Logo?

A logo is a symbol or design that is easily recognizable and identifiable with your organization or business. Though it can be used to represent many other things as well. The Logo can be the name of your business set in a basic font. Or it can include a complex graphic or custom illustration.

Second, What A Logo Is Not!

A logo is not a brand. A logo is only one part of a brand. It is not the summation of your business as a whole. To quote New York Based Graphic Designer Sagi Haviv:

A logo is the period at the end of a sentence, not the sentence itself.”

In other words your logo does not have to include every element that you feel represents your business, both past and present. Indeed doing this often results in an overly complex design that is both difficult to use and difficult to understand.

Finally, What Is Logo Design?

It may be obvious, but I still want to define it. Logo Design is the process of creating a logo. This process can be simple and complex. You can do-it-yourself or hire a professional graphic designer.

The Logo Design Process

Do-It-Yourself

I've seen multiple instances where the logo for a business is the business name typed in a Word Processor, with a basic font, and nothing more. Or just a photo the business owner liked with the business's name displayed overtop. Many business owners seek to save money by creating the logo design themselves or enlisting the help of a family member.
There is nothing wrong with these options. Many small business start with little to no capital. The problem is that sometimes it can be easy to outgrow these cheap solutions. Then it becomes necessary to create a new logo with a new design to reflect the growth of your business.

Other DIY Logo Design Options: Templates & Etc.

These are everywhere online and could perhaps be a good fit for your business. While the upside is usually a cheaper cost the downside is that these programs use a template. Meaning it is possible to have a logo that looks similar or exactly like another business's logo. Also these logos often fall short too, leaving you to seek a new logo or a new version to meet a particular use. Then before you know it you've got several versions of a logo, none of which quite match your brand.
Maybe that's why you're here now?

Professional Logo Design

I cannot speak for other designers and professionals. But my goals when designing a logo are to create something that:

Properly Represents Your Business
Grows With Your Business
You And Your Team Can Be Proud Of

Most of those may seem obvious. If so, good, we're on the same page.

Also obvious, is the increased cost of hiring professional Graphic Designer or Logo Designer. However if hiring a professional is right for you, there are some great benefits to hiring a good designer.

Having a logo that properly represents your business.
A logo that grows with your business.
A logo you and your team can be proud of.
Professional partner to help educate you about your options, because you may not need that super complex logo your competition across the street has.
Having peace-of-mind.
Working with your partners like a printing company or Web Designer to provide the right files or incite for the situation.
I could be here listing these all day, but these are some of the most important. Let's move on!

My Process of Designing Your Logo

Believe it or not, not all designers have the same process and approach. I could start by explaining the years of experience, expensive software, schooling and detailed techniques that go into designing a logo. However you don’t have time for that and I’m sure you don’t really care.
Instead, what matters most in designing your logo is first defining your strategy. To define your strategy I start by focusing on 3 core factors. These core factors help set the foundation for a great design.

Your Business Goals
Your Customers
Your Business (Brand)

Defining Brand: "Simply put, your brand is your promise to your customer." https://www.entrepreneur.com/encyclopedia/branding

Each of those factors help me better understand your business and cement a cohesive strategy. These factors will then inform a more effective and accurate design. Because to me design without a clear purpose is just a piece of art, possibly not even very good art.

Creating An Effective Logo

Once we've outlined important details about your company it's time to think of the next step, answering some important questions. What are the practical uses of your logo and where it will be used or appear? What are some important aspects of an effective logo?

Presented in Multiple Sizes and Ratios

A great logo design is able to be displayed in a variety of sizes. On a variety of products or places. It's okay to answer a few 'what-ifs?' here, like: "Can we display this on the side of our delivery vehicles?" But it's also important to have your logo ready for where you're actually going to be using it first.

Color and Black & White

Can be displayed in your brand colors and in Black & White. Maintaining legibility no matter what color is used. However you also need the right application for the situation. For example you wouldn't use a red version of your logo on a red surface becuase no one would be able to read it.

Highly Legible and Recognizeable

Your logo should be legible and clear. Regardless of the color, size, and where it is located. If the design is abstract it should be identifiable with your business. Often to accomplish all of these means that you will have multiple versions of a logo each for a potentially for different use or application.

Additional Benefits

More importantly, what does a great logo do for your business?

Builds Trust With Your Customers.

Because if they don't trust you, they won't do business with you.

Encourage sales.

This is a by-product of establishing and maintaining that trust!

Recognizeable

Your logo is an integral part of your brand and is often the more easily recognized than any other part of your brand. This is why it is so commonly mistaken as the brand. For example most people will recognize the Nike ™ logo before recognizing most of their products.

Time, Patience, & Consistency

Having results similar to a company like Microsoft ™ or Nike ™ takes time and consistency. These companies, for example, have spent decades and billions of dollars on their advertising and branding alone. It doesn’t happen overnight, it takes time and consistency. But more importantly building a relationship with your customers where you're fiercely loyal to them and they to you. Serving a national and faceless customer base only makes you indistegnuishable from the next no-name brand who does the same thing.

Finding The Logo Designer For You

Regardless of where you're located there are still a lot of choices available to you. Find a Graphic or Logo Designer who you have a good rapport with, is honest, and is willing to take the time to learn about your business. You may talk to a handful of designers before you find the right one, but don't give up.
Thank you for your time and considering my services.

If you’re interested in learning more about my services and what I do please read my FAQ page. You'll find answers to many other questions that I commonly get asked!

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