Logo selection in three easy steps

- August 24, 2010 2 MIN READ

Recently I saw a cafe with a logo that looked like a biohazard symbol. Is that really the imagery they want people seeing when thinking about where to buy their lunch?

You have to wonder how much thought they put into their logo selection, don’t you? 

I cannot stress highly enough the importance of getting correct feedback before implementing new design work in your business, especially when it comes to your logo. 

I’ve often seen soloists rush through this process, get very confused and end up picking a logo they don’t really like just because they haven’t thought things through properly. 

When choosing your new logo design, starting with these practical tips makes your logo selection as easy as 123. 

1. First response – your own gut instinct

After briefing your designer and receiving their initial concepts, make a quick note of the ones that have most impact on you at first glance. It’s very easy to stare at the designs until your senses are deadened, and then forget what your initial response was. 

For better viewing, print out the designs, stick them on the wall and then stand back to look at them all at once. 

Which ones look the strongest and appeal to you most from the other side of the room? 

Want more articles like this? Check out the business branding section.

2. Second opinion – close confidantes

Once you’ve selected your favourites, send them to two or three trusted sources and ask for their responses. Ideally, choose three people with differing insights into your business – perhaps a colleague, a client and a close friend. 

Be careful not to get too many opinions though, as it could end up making your decision more difficult. 

3. Third party feedback – the wider community

When you’ve made a choice on a final design, you can then get a broader opinion on it if need be. 

A good way to do this is send the design out to more people in your network for comment. If you’re keen for an even more objective view, request a Community Review from the Flying Solo forum. The feedback you receive will give you great insight into how professional people who aren’t familiar with your business respond to your logo at first glance. They won’t be afraid of being honest either! 

Remember that design is very subjective. You’ll always get a number of differing opinions on any design. After assessing all the feedback, the most important opinion of all is your own. 

You get to make the final decision, so choose the logo you like the most and that you think is going to be the best representation for your business. 

How did you go with your logo selection? Are you pleased with your decision?

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  • Andrew Caska

    Caska IP Patent Attorneys

    'Flying Solo opened up so many doors for us - I honestly don't know where I'd be without it"