7 things to consider when designing a new logo

A logo is the central and foundational graphical element of your business brand. In order to make a great and lasting impression on your audience, consider the following before, and during your logo design process.

1. Know the business goals 

The logo is the face of any business. And as such, it will be the visual identity that comes to mind when a customer or user comes in contact with the brand. With this in mind, it is important to know the goals of the business, so the logo can support and reinforce that feeling in the minds of those who see it.

Knowing a company’s business goals involves some pre-work on the designers part, and also on the part of the business owner. I have found success in getting everyone on the same page by having business owners and stakeholders fill out a logo design brief. A logo design brief is a questionnaire that helps to pull information out of the client’s head and get it down into writing. Even if you feel like everyone knows the business goals, there is something that happens when you force yourself to put it down in writing. Also, you never know what inspiration may strike by getting thoughts down on paper. 

2. Start with pencil and paper

Computers are amazing and the software and tools we as designers use get more mind-blowing by the day. But regardless of how great those tools get, nothing allows ideas to flow freely quite like sitting down with pen and paper.

This random idea here, or that half-baked sketch there—they are all part of the process and you never know which one may lead to the next best idea. I’ve personally designed logos both ways and while technically there is no “right” or “wrong” way to do it, in my experience I can say that the end product and the client’s satisfaction of being able to see the process is worth it in the end to spend that extra time going analog in the beginning. You can see one example of this process here. 

3. Realize the logo is the starting point

A logo, while it is a critical and foundational element of a visual brand, is a starting point for your business’ overall business image. To further explain this thought, let’s explore the differences between some commonly used terms.

There are many buzzwords that you may hear when researching getting a new logo designed. Let me take a minute to clarify the difference between three of the key terms.
Logo – The simplest form of a businesses visual identity. Usually an icon, mark or simple graphic.
Identity – All the visual aspects of your brand make up your business brand identity set. Your stationary, business cards, signage, print and digital marketing materials of all types.
Brand – The comprehensive, or overall feeling your business gives off as a whole. 

4. Create the logo in black and white first

A good logo should be distinct and recognizable in its simplest form—even in black and white. When designing a new logo, there are many moving parts and things to consider, so removing color options from the process early on allows you to focus on the concepts and ideas and not get hung up on colors, which can be overwhelming at times.

Colors are more subjective than the core logo concepts, and therefore can become a big stumbling block for designers and clients alike. By focusing on the logo in black and white first, it allows you to let the best ideas develop instead of latching on to another mediocre idea just because it may have been presented in a preferred color. Color Psychology should be researched and the appropriate color palette can be applied to the final design as one of the final steps of the logo design process.

5. Realize that trends are trends for a reason
Much like fashion trends, design trends come and go. Trends are not all bad, and some may stay around for years—but they are trends and if you plan on having a business that has a relevant visual brand 5, 10 or 20 years down the road, then it is important to know where to draw the line when creating a new logo.

For years, the ‘swoosh’ graphic was a favorite among clients and designers. I just did a google search and there were 3,410,000 image results, so there are a few out there. I even found multiple websites dedicated to picking out your new “swoosh” logo. Just add your company name, and boom—you’re done.

In short, don’t ignore trends, but do not put all your hopes in creating a new logo that feels relevant today, or you may end up regretting it 12 months from now. 

6. Pick a simple and timeless concept

A logo should have a strong, yet simple concept. The idea should be relevant to the essence of your business. If you’re a shoe company, the logo does not need to be a shoe. If you’re a computer company, your logo does not need to have a monitor, keyboard or mouse in the logo. As time passes, computer hardware (and even shoes) change.

Do not base a logo design off of something that will inevitably date your logo over time. Pick a strong, yet simple concept that will stand the test of time. The overall meaning and core idea that is central to your logo is what is really important. How does it express your message in a simple, yet unique way? This is the art of logo design—after all, simple is not always easy.

7. Request different versions of your logo

In this digital age, your logo may need to take a different form on a website than it does on a print brochure. The same goes for when applying a logo to a hat or shirt and it needs to get embroidered. All of these factors make it important to make sure your logo is designed in such a way that it will remain true to the brand and also be usable on all surfaces and screens.

Conclusion: 

Great logo design does not happen by chance. Considering points like the ones mentioned above is important as you make decisions about who is going to be helping you create your new business logo or brand identity. If you follow these guidelines and work with an experienced graphic designer, you are definitely well on your way to creating something that will be the foundation for a great business brand.