What is a Good Logo and How Should the Process Work
A good logo should distinguish itself somehow from its competitors and tell potential customers that this company has something more to offer, or has a higher quality product or service.
It is very easy to design a logo to simply sit alongside its rivals and mimic the styles or trends normally associated with that line of business. You may well even run a fairly successful company with this approach, but the chances are you are underselling your potential. A company can probably tick along if most of its core components are of a reasonable standard. It may have a reasonable product, a decent service and good marketing. Even if one of these areas is weak, the chances are the other two stronger areas can pull it along. But to maximise your chances of success and to put some distance between yourself and the other guys its better to have the highest quality product, service and marketing that you can possibly get.
Logo design can be a mysterious and confusing process. Some of the most famous ones are the results of just a quick sketch or idea happening in the right place at the right time, costing very little. Others have taken a lot of time and research and can cost a lot of money.
I believe though that the success of the project comes down to human relationships. You need a good graphic designer and also a customer with a good understanding of how to get the best results from the designer. Each stage of the process is a two sided coin. From the brief, to the logo development, right through to the final choice, the communication from both sides is key.
The brief needs to be as full as possible and bear in mind things such as where will the logo be used most often, eg. website, social media graphics, vehicle graphics, etc? Include in the brief to the designer any preferences you may have in terms of colours, fonts, styles etc. The designer will try to adhere to your choices as far as they can although they should also alert you to any problems that occur to them within these choices. They may feel there are other colour choice for example that may work equally well or even better. Maybe they have come across new font choices or styles that you are not aware of that may work really well.
Ultimately it’s best practice for both sides to be as open as possible. The designer can learn from the customer areas of the business that may be more important than they realised. There can be good reasons for colour/font choices that are in the brief that they didn’t understand at first among other things. The client also can benefit from listening to any concerns or advice the designer might have. There may be problems that they can alert you to that they have seen crop up before on other jobs and would like to avoid in order to get the best result possible.
After the designer has mocked up your 1st few logo designs you will be in a position to start developing or tweaking your logo to get it to its final state. This is where the project can stand or fall and communication is key. Ultimately good taste on the part of the designer and the customer will dictate how it progresses but a few tips I would recommend would be:
- Avoid overcomplicating the design. Stay away from requesting more elements to the design. Nine times out of ten, the simpler a logo is the better. Normally this applies to fonts and colours too.
- Don’t try and combine two ideas into one. It might work great but more often than not it doesn’t.
- Don’t be afraid to ask a designer questions. Why did they choose a certain colour or symbol, etc?
Finally, have confidence in your choice. Usually the logo design that strikes you quickest as the right one for your company is normally the best option for you. If it has the wow factor for you straight away its a safe bet that it will have this effect on your customers and potential customers too and will strengthen your overall branding.