Logos are just one part of a company’s visual identity, but they’re usually the part that consumers remember most. A well-designed logo is immediately recognizable, and inspires trust, admiration, loyalty, and (implied) superiority. Basically, logos are used to identify. Its shape, color, font and images separate it from competitors.
A good logo is supported by a concept or meaning, and it communicates a message by symbolizing that idea. Logos should be able to be printed at any size, and should be effective and recognizable without color. There are two main elements to a great logo: concept and execution. Learning more about the process of creating a logo will help you find a designer and work with them effectively.
A lot of work, thought, and creativity goes into creating a simple, sleek logo. When designing a logo, follow a process that ensures the final design meets the clients need.
Professional designers typically follow this process:
- Creative brief: A questionnaire or interview with you, their client to learn about your goals.
- Research: A deep dive into the industry, its history and their client’s competitors.
- Reference: Research successful logo designs and current styles that relate to the client’s brief. Keep tabs on trends, but only follow them if it makes sense. Longevity is key.
- Sketching and conceptualizing: This is the single most important part of the design process. Get creative, be inspired and don’t be afraid to sketch on paper before moving to the computer.
- Reflection: Taking breaks throughout the process helps ideas mature, renews your excitement and brings a fresh perspective.
- Revisions: Whether the designer is getting instructions from their client or guiding them to the best solution, they’ll have to revise and improve the logo as necessary.
- Presentation: Designers should prepare a high-quality presentation of your best logo designs that shows the logo in context and helps them clearly visualize the brand identity.
- Delivery and support: Share the right files with the client in a timely manner and provide all the support they need.
The 5 Principles of Effective Logo Design
A good logo conveys a company’s message in an appropriate, practical, unique and simple way. As you move through the design process, follow the 5 principles of logo design will help you make sure your logo checks all the boxes:
Simple logos are easily recognizable and versatile. Good logos have an unexpected and unique, but not over-the-top, feature.
A logo should create a relationship between a symbol and what is symbolized. The subject matter of the logo is not important, as long as it creates that connection.
Ask yourself if the logo be effective down the line. Trends are fun, but standing out from the crowd is more important.
An effective logo can be used across platforms and applications, ranging from video and print, to merchandise and billboards. For this reason, logos should be designed in vector format. One way to design a versatile logo is to begin designing in black and white. This lets the designer focus on the concept and shape, and ensures the logo will look good in its simplest form.
The overall look and feel of your logo should be appropriate for its intended audience. This doesn’t mean a logo needs to be self-explanatory, but that it should be relevant.
What does a good logo cost?
There is no one-size-fits-all for logo design. Typically, designers will draw up a customized quote for each client that considers factors like how many logo concepts need to be designed, how many revisions will be required and how much background research they’ll have to do.
How do I choose a designer?
There a few things to look out for when you’re shopping around for a designer. Answering the following questions can help you decide if a certain designer is the right fit for your project:
- How experienced are they? Do they have examples of past work?
- Have past clients provided positive testimonials?
- Do they follow a thorough design process?
- Have they been recognized for their work through awards or publishing credits?
- How strong is their portfolio?
- How fast is their design process? Does their timeline match yours?
- How much will the logo cost?
- Do they belong to any design associations?
- Do they represent themselves professionally? Are they responsive?
- Does the designer ask enough questions about your business that you feel comfortable that they know what you’re looking for?
If you don’t know where to start, Geraci Media has an extensive portfolio of clients that have used our services to create a logo that aligns with their company vision perfectly. We work with you to collaborate on a design that will set you apart from the competition and make a lasting impression on your audience. Reach out today to find out more on how Geraci Media can help you stand out.