Business logo designs: Getting what you want

My previous article discussed briefing a designer prior to business logo design. It is important to give a detailed account of your business and market as well as your design ideas. Naturally you will want designers to introduce their own ideas also.

So your graphic designer presents his or her proposal of your new logo. What comes next? You might love the design, hate the design or feel unsure about it. Whatever your response, generally showing respect and being honest helps. Also try to keep an open mind.

Here are some tips for making these sorts of discussions as easy as possible for all concerned.

1. Where possible, talk about new ideas first

It's natural - and valuable - for your designer to think outside the square, but going down the wrong track can waste their time and your money.

This aspect can be tricky because naturally the designer will want to show the idea in all its visual glory. But if the idea is moving away from your already established regal blue towards a light lime green that your market will not respond to, then having the conversation first can avoid later disappointment.

2. Set the deal in advance

People have been presented with business logo designs from graphic designers that they are not remotely happy with, and are stuck with an invoice to go with them.

Of course, it is reasonable for he graphic designer to want to be paid for their time and effort.

So I suggest you offer an outcomes-driven arrangement in advance. For example, agree to pay for three design options where if none are used a minimal fee applies, but if one of the three is used, a greater fee applies.

Be prepared for the graphic designer to reject these terms, however, as that is his or her choice.

3. Keep it simple!

The best business logo designs are the simplest. Why? Because people who see it at a glance are more likely to remember it than those which are more visually complex. Think of the logos belonging to telephone companies and banks – very, very simple. And generally two colours maximum, not including white. Talk about this with your graphic designer.

4. Remember the context

Check out how the proposed logo(s) will look in context with your letterhead, business card and so on, which is a job the graphic designer might already be working on for you. Also consider asking the designer do a quick ‘rough’ to show how the logo might look on the cover of a DL brochure or a flier, and/or your website home page – think of contexts likely to be useful for your particular business.

5. Test the logos on your target market

Before making your final decision from the options your graphic designer has presented, test the business logo designs on your target market. No, not your spouse or your friends. Encourage honest answers and perhaps offer a discount or special deal for a response if you are emailing out to a decent-sized sample group. Use the research process to ask other questions about your business. Provide simple response options: yes/no, scales (i.e. from 1-10), etc with an option for further comments.

Next time, I’ll give some tips for those who don’t want to hire a graphic designer. This will help you require a small alteration or if you are already clear about what you want for your logo and just want a graphic technician to create a beautiful high-resolution image of it.

But remember: when it comes to making your business look professional and attractive, a good graphic designer can be worth their weight in gold.

Megan Hills is a freelance writer and editor who enjoys helping others be engaging and understood. Through her marketing, publicity and graphic design nous, she can maximise the power of what you want to communicate to the people you want to reach.

5 comments | Add your own

A logo needs to look good blown up six feet tall, and shrunk to the size of a five cent piece. It needs to look good on a business card, on a website, on signage, and on the side of a truck (maybe). The thing about only using two colours max. is important, if for no other reason than that it maintains the rule of simplicity. It's also important that your logo looks good in greyscale, for when you want to print it on things but not pay for colours. Look around and you'll see that most good company logos 'own' a colour, often use their business name as prominently as their logo, and use a typeface that suits the industry they're in and the mood they're trying to express. Arthur from Sydney
All spot on, Megan and Arthur, I agree with everything you've said plus would like to add that it must look good on various paper types, printed with ink and dry toners, as well as looking good on monitors! Grant Hyman from Sydney
In regards to shopping for a logo, what should you expect for your money. In regards to artwork etc. I recently purchased a logo - which they designed but then I have to fight tooth and nail to get a copy of the logo artwork, when I do its apparently not a good enough copy to use on ordering items with my logo. I am finding it very frustrating. jo from melbourne
All very valid points raised by everyone in this article, but there is a couple of other points that need to be considered also. 1. Make sure you have a clear written quote of work and terms from your designer before proceeding on an assumption. Never assume that your designer knows your mind, or everything. 2. If you do not understand, ask questions before proceeding. 3. Be precise in your brief - exactly the intended uses. Web has different format requirements than does print, however, your designer, should be knowledgeable in all this. Your outcome will only be as good as the brief is. 4. Your logo is reflective of your business to your target market/s ... not you as person. Your branding is another entity with it's own personality. You and your designer need to develop an understanding of your business, your market/s and their needs, and how your market/target audience view your business and products/services. Not how you view yourself. 5. you get what you pay for - cheap can be nasty or problematic. My business approach to branding design, be a logo for a micro business or a Corporate Identity for a major organisation, is very simple, clear process with all parties agreeing to every step, from quote, to analysis, to artwork approval, and finally implementation. All branding that my design team creates is supplied in different formats as well as B&W and grayscale; supplied on CD, and accompanied by (at the minimum) a Style Guide. This can be difference between dealing with an agency or a freelance designer. Ultimately, your logo will be as good as the brief is. Laynie - business & office solutions centre (www.bosc.com.au) from Newcastle, NSW
After months of shopping for a graphic designer and paying for a couple of useless logos, I came across a great graphic designer! The first time I talked to him I requested a sample of his works. To be honest, I didn’t like any of them, found them too masculine. He asked me a few questions over the phone about the business name and what the business is about then he suggested that I should visit him in his office. As reluctant as I was because of my previous experiences, I went to see him and for my biggest surprise he had a logo done. I loved it, only asked to change the colour from purple to pink. It’s very important to find a graphic designer you trust, the logo represent your business but also I belive should show your personality and it comes through in mine.If you check my website www.theofficewitch.com.au you’ll be able to see my logo. I can only highly talk about him and recommend him to you. Contact www.endorphin.com.au ,don’t forget to mention The Office Witch Judit Nagy www.theofficewitch.com.au from Sydney

5 comments | Add your own

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