When starting a business, you want your logo to be legendary, memorable and to make a statement. You want it to create a buzz and help your brand become a household name.
All this is possible if you put in the time and effort as well as ask the right questions before, during and after the design phase. Here are some questions to get you started and push you in the right direction to create the perfect logo for your business.
What Is My Mission?
Any business that has the intent to be successful will first come up with a mission statement – the “why.” Company leaders will begin to refine the goal and the intention of the business, who it is looking to target, and why the business even exists.
It is imperative to revisit your company’s mission when designing a logo. Your logo should not only be memorable, but it should also convey the reason your business exists in the first place. Before you go to any graphic designer, whether in house or outsourced, you must go back to the basics and remind yourself “why” and make sure your mission is crystal clear.
What Type of Logo Do I Want?
There are a few different styles you can approach when your logo is in design. Whatever type you choose, you’ll want to make sure it reflects the personality of your business and is memorable to your audience.
Here are four main styles of logos that could help your company stand out:
1. Watermarks
Think Google, Coca-Cola or Absolut Vodka: All three logos are standalone lettering of the company’s name. All have distinctive lettering, color and graphics to represent the brand. You can probably recall each logo as you are reading this right now. In other cases, an abbreviation of a company’s name can work for this style of logo, too.
It’s going to be a long line for a dance. #HomecomingCoke pic.twitter.com/ItiTJuKwDt
— Coca-Cola (@CocaCola) October 8, 2015
2. Letterform
Letterform logos are ones that use one or more letters that stand alone as a symbol of the brand. Some of the most famous letterform marks are McDonalds, Chanel and Honda.
Always picture-perfect. #HondaPilot pic.twitter.com/zsWZgyud0j
— Honda (@Honda) May 26, 2016
3. Pictorial
Also known as iconic marks, pictorial marks are a personification of the brand. Think about it: You know where someone got their coffee from when you see a green Siren with a crown, or what type of computer a stranger is using when you see an apple on the back, and you know what channel you’re watching when you see the iconic peacock. Starbucks, Apple and NBC have all mastered the art of the pictorial.
How ?ropical. The new #IcedCoconutMilkMochaMacchiato—coconut milk, espresso & white chocolate w/ mocha & caramel. pic.twitter.com/UEN5jpyM1d
— Starbucks Coffee (@Starbucks) July 12, 2016
4. Abstract
Swoosh. What comes to mind? Nike, of course! This is probably the most successful abstract logo out there. Nike has built such a strong visual identification that it is easily recognized around the world. Other prominent abstract designs include logos representing Chase Bank and Sprint.
@TaylorjDelanie Why not combine the elements? pic.twitter.com/8RlCTIwTw0
— Nike (@Nike) December 8, 2015
Which Color(s) Best Represents My Brand?
A bit of psychology goes into creating the perfect logo for your business. Human beings have a subconscious recognition of colors and their meaning. If you want to appeal to the senses, you must choose the right color that will mesh with a certain neuro-association of your potential customer.
For example, the color red is associated with:
- Energy
- Danger
- Determination
- Strength
Yellow represents:
- Happiness
- Joy
- Cheerfulness.
This might be a time to refer back to your corporate mission and decide what exactly you want your customers to feel or take away when they see your logo.
In considering the color(s) of your design, take shape into account as well – whatever best represents your brand and works in tandem with the colors. Brand logos should produce emotion and communicate your message simultaneously.
How Much Is This Going to Cost Me?
There is a reason why cost was not one of the first questions listed to ask. The reason is that designing a logo isn’t a cut-and-dry process, and there are many questions and steps involved from both the clients’ end as well as the designer’s. Of course, you want to get it right the first time. This is not to say that you will never change your logo, but you should want to get it as perfect as you can the first time around so that as time goes on, you are only making minor tweaks.
If you choose to go with a professional design company, you will spend anywhere from $4,000 to $15,000. Instead of one designer working on your project, you will have the benefit of multiple designers working with and for you, which means more creativity and ideas to bring your vision to life.
Don’t Let the Price Tag Discourage You!
If those price figures gave you a mild heart attack, don’t fret. There are options to cut your costs, especially if you are a small business with a small budget. Once you narrow down your options and get a bit more specific with what you want, you can take your ideas to a freelance designer or smaller company that can give you a more accurate quote for your budget.
Expect to pay a minimum of $250, even if you go with the more affordable designer. This is, of course, the lower end of the spectrum and would be for a simple design with two options and about two rounds of revisions. If your design is more complex and requires more detail, you should expect to pay a minimum of $400.
A good designer will include extra services like multiple design options for all merchandise, letterheads, business cards, etc. They will also allow as many revisions as needed to get the job done.
How Long Will This Process Take, and Is It Feasible with My Budget?
When considering cost, you must also be realistic about your budget. If you are spending every last cent of your logo budget on this project, it may be a good idea to hold off until you have more money.
What you pay a designer should be comparable to the time spent on the project. This means that clear communication is key. The more clearly you communicate your vision, the easier it will be to nail it the first go-round. Logo design projects can get extremely difficult when the client and designer have different interpretations of what the design should look like.
Remember, time is money. You certainly don’t want to get stuck with a design you don’t like as well as no money to have it corrected. You reap what you sow. Invest in your business first to enjoy the reward later.
Did I Cover All My Bases?
Many new small business owners make the mistake of not covering all of their bases and researching their competition. Originality matched with your key points and core values are what’s going to make your logo stand out from your competitors. Do your research!
It is imperative that you research the logos of other businesses, especially your competitors, to make sure that yours isn’t the least bit the same. You’ll want to avoid confusing your audience and, even worse, throwing away sales to your competition.
Also, it is wise to take time and consider every space, place, nook and cranny your logo could possibly appear. This could mean:
- T-shirts
- Letterheads
- Pens
- Windows
- Billboards
- Apps
- Your website
- Directories
- Social media
- Vehicles
- Cellphone cases
- Etc.
It all depends on what works best for your industry, but you’ll want to consider all possibilities ahead of time. Your logo should translate across multiple avenues of marketing and communicate the same message.
Final Thoughts on Designing a Company Logo
At the end of the day, you want your employees and other to be proud to don your brand. You want your message to be strong and hope that it seeps into the subconscious of all those it comes in contact with. You want to become a household name and make a statement without saying a word.
Designing the perfect logo for your business can be a daunting task and it’s not for the faintest of hearts. Remaining close to your mission and your core values and remembering the “why” is what will help you keep a laser-like focus during the process. Authenticity and transparency are key if you want to create the trust needed to support your brand, so choose wisely.
Need a logo from scratch? Or an update of your current graphic? Eminent SEO can help. We can evaluate your current logo in comparison to your competition and then work closely with you produce a fresh, unique and relevant design. Just call 800.871.4130 to get started, or learn more about our Business Branding Services here.
