Logo Do’s and Don’ts

1. Don’t treat your logo as a separate entity from your brand

For example: “I need a business card, so I guess I need a logo…”. Unfortunately, this is a very common approach that will only cause you to ‘spend money’ rather than ‘invest money’ in creating an asset for your business. A better mindset should be: “My business needs a brand identity, I need a logo to represent my brand/product or service”. This last scenario will pose the questions and answers, of how your business is going to communicate in the world of commerce… your brand strategy!

2. Don’t settle for a cheap logo

Find a professional graphic designer who will do a proper design job. If somebody is giving you a very cheap price, it might mean they are not taking into consideration the design’s conceptual stage and hand sketching. Even worse… they might be using clip art to put together a quick logo for you that looks pretty but that has no substance, no meaning and, simply put, is not sustainable in the long term. But what is cheap? Our article “How graphic design services are priced?”  and “How much does a logo design cost?” will help you understand pricing.

3. Do think about the future

A well-designed logo needs to be flexible: a good sign will be that it works great both in black and white and in colour. Don’t get a logo that is about you liking it or because it’s got ‘trendy colours’ but rather a logo that will promote your business, product or service appropriately to both your potential clients, as well as future buyers of your business. Having a visual identity system in place is a huge asset!

4. Do request written fee proposals and compare

When comparing fees for logo design work, request samples of work similar to that which the graphic designer is proposing to do for you. For instance, ask to see samples of logo hand sketches. This is a part of the design conceptual stage (the behind the scenes stuff clients very rarely see). Most designers will be happy to share this with you. This will give you confidence in the work they can offer you: custom made logo design that can be trademarked. (The legal implications of using and trademarking a logo that uses clip art are serious! And you shouldn’t jeopardise your business this way).

5. Don’t tell your graphic designer exactly what to do

You might have an idea of what you’d like and your designer should listen, but still, let them present you with appropriate solutions based on design research and concept development. Remember: professional graphic designers follow design procedures and commercial guidelines and if experienced, know how to best solve a problem. Let them do their creative work and you will get the best out of them and in turn get better value for your investment!

Are you a professional graphic designer wanting to share your experiences in Logo Design? Or are you a client with questions regarding brand visual identity? Share your thoughts and insights! Feedback is always welcome in my never- ending quest for design enlightenment.

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