If you are a new business, one of the things that will (or should) eventually take priority on your to-do list is the need for a logo.
All of us are familiar with logos that we are able to instantly recognize. Most preschoolers are able to identify many items with the correct manufacturers logo.
So where do you start?
Is it really worth it to take the time to create a well-thought out mark?
Or is it alright to just write the company’s name in a nice font and color it in pretty colors?
Ultimately, that decision will be up to you, as the business owner. But a carefully crafted logo (or a poorly executed one) goes a long way in shaping how the business is perceived by the public.
Before you ever make contact with a designer (or even if you choose to do it on your own), there are several things that you’ll want to consider and determine.
What often stalls a project is when a client knows they need something (in this case, a logo) yet hasn’t taken the time to consider what that would look like in terms of their companies desired image. Saying you want something that conveys calmness, is a start, but how does that look in your mind? What colors and images do you associate with that? And do they accurately portray your business?
So gather your pencil and paper and jot down your initial thoughts to each of these. Taking the time to answer them thoughtfully will help the entire process move smoothly.
What name or acronym will your Company/Product/Organization go by publicly?
What is your company’s purpose/mission?
Who is your target market?
Do you feel as though you are currently reaching those clients effectively? Why or why not?
Who are your main competitors?
What do you think of their logos?
What are your company’s strengths?
What are your company’s weaknesses?
What is your company known for? (a product? great customer service? prompt replies? great value?)
Do you have a current logo?
What about your current logo do you want to change and why?
What is the purpose of your logo?
How will you use the logo (print, video, social media avatars, clothing, signage etc)
Are there any elements you would like to see used within the logo?
Are there certain words or text that need to be used within the logo?
Are there certain colors that you would like to use within the logo? Or do you have existing brand colors?
What defines a good logo, in your opinion?
Name 3 logos you like and why?
Name 3 logos you dislike and why?
Budget and timing:
How much money do you have budgeted for this project?
How many initial concepts would you like to see?
What is your deadline?
Having a clear idea of what your business is about and how you want potential clients to perceive it will go a long way in creating a logo that helps your business stand out from your competitors.