One of the biggest things challenges for many businesses I work with is honing in on the right logo. Particularly if it’s a new business, they often feel pressure to get it absolutely right on the first try. That’s an interesting challenge to undertake, seeing as some of the world’s biggest brands have evolved their logos over time.

The best logo work is not done by a designer alone. I cannot emphasize this enough. A designer’s specialty is in conceptualizing how to convey your brand. If you do not know what your brand is, they can only do so much for you. The selection of font, color choice, and any iconography (just to name a few) are heavily influenced by the message you are trying to send to the world about what you do. If you are unable to convey this to your designer, it’s quite difficult for them to create the logo that will appeal to you on sight. (Unless your designer is psychic; always a possibility.)

To create your best business logo, tell your branding/design team:

1) Logos that appeal to you. Have at least 4-5 logos that appeal to you and be able to explain what it is that specifically impresses you. Beware the common trap of selecting logos of multigazillion dollar companies like Nike, which have also had the benefit of billions of dollars to nudge that logo into our minds. Be able to separate the logo as a logo from the logo as a symbol of that company’s success. Now tell the designer why it works for you.

2) The feeling you’re trying to inspire. How do you want your customers or clients to feel about your business? Is this a relationship about excitement? Is it about comfort? Is it about security? This will help you choose your color palette, or at least eliminate colors that work against your goals.

3) How complex or simple you want your logo to be. Some businesses know off the bat that they want a text-only logo but forget to mention that to the designer. Don’t be some businesses.

4) How creative you are willing to get. Logo design is an art, and the talented people creating logos all day every day have ideas that you may or may not be open to hearing. Have a sense of how openminded you are willing to be with what they can present to you.

5) How you will be using your logo. Is it just going on business cards and a website? Will it be a decal on company vans? Will it be on employee apparel? On conference banners? By telling your designer how the logo may be used, they can create a logo that will apply in that range of situations.

These are just a few starting questions that an experienced designer is likely to ask you. Remember, the goal isn’t to have a logo that represents your company – it’s to have a logo that represents your brand. Get comfortable with the fact that your logo will likely evolve over time. In fact, some of the world’s biggest brands have gone through various versions of their instantly recognized logos. Enjoy this article for some inspiration to see how even the biggest stay open to change. By knowing where your brand is today, you will be able to get the right business logo for your current needs, and you’ll be off and running.

Would you like some guidance or do you need assistance to create the right branding or logo for your company? Contact us and let’s talk about it!