I’ve been doing a lot more logo designs for clients recently, and it’s something which is challenging but rewarding in the end result. Some clients have asked me how they can help me design a logo that’s right for them without being annoying, so I thought I’d put down some general thoughts here.
Understand the value of a good logo
For any business, organisation, group or whatever with a public face, branding is a big part of how you are perceived. It might not be completely obvious – in fact it shouldn’t be completely obvious, but the way something is presented greatly impacts the way you feel about it, even if you don’t specifically register why. A logo is a large and essential part of this branding, which is why you really want to get it right. If your logo design looks messy and unprofessional, what traits do you think people will associate with your business when they see it?
Get a pro to do it
As talented as your next door neighbor’s cousin’s niece’s best friend might be with MS Paint or a pirated version of Photoshop, it’s not going to be the same as getting in someone who actually knows what they’re doing. Sure, a professional will most likely not be content to be paid in pizza or a slab of beer, but at least you’ll end up with a logo design is clean and professional and accurately portrays your business.
I have to say I’m also really not a fan of contest websites such as 99designs – I’d go into more detail, but I think this post on graphicPUSH sums it up nicely.
Get acquainted
So I’m assuming you’ve found yourself a nice talented designer to work on your logo by this point – well done. Different designers work in different ways, but personally I like to start by having a chat and getting a feel for what the business is about. While briefs and questionnaires are very useful tools, actually talking to people can go a long way to understanding what they’re about and what they’re after. Besides the basic purpose of your business, think about who you need to appeal to and what kind of feelings or ideals you want to be associated with.
Throw some ideas on the table
You might think that telling the designer they can have free reign and to do whatever they want is the best way to go, but honestly? In most cases it isn’t. Even if it’s something vague, like some buzzwords or a particular style, it can go a long way to narrowing down what you want. Don’t be afraid to throw some suggestions on the table, even if they aren’t fully formed ideas, because in the end you need to be happy with the end result, and clear communication about what you want from the start can make the whole process faster.
Listen to suggestions
While you shouldn’t be afraid to suggest some ideas, listen to what your designer says about them – they know what they’re doing. If they suggest that a rainbow gradient might have connotations that you don’t necessarily want to be associated with your brand, or that using a photo as a logo will create a lot of problems, or that Comic Sans maybe isn’t the best font, pay attention. If they’re worth their salt they’ll be able to explain why these things aren’t a good idea, and suggest more suitable alternatives. Of course you don’t necessarily have to follow their advice, but really consider what they’re saying before disregarding it.
Scribble on it
Some people think that scribbling changes onto my design will offend, but it’s actually incredibly helpful! You don’t have to be an artist or use any fancy software, just get the general idea across visually, especially if it’s something that’s difficult to explain in words. Once again, don’t be afraid to suggest changes but do listen to your designer’s reasoning if they don’t completely agree with what you’re suggesting.
Have patience
Designing logos is actually pretty difficult, even if the end result appears very simple!
Make sure you’re happy with the end result
It is your logo after all, so make sure that you’re happy with the way that it turns out.
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Of course other designers might work differently, so if you’re not sure about what kind of input is required of you as a client, ask them what their process is. If any other designers are reading this, I’d love to hear how you prefer to work!
