This looks like an innocuous question? But the answer to this question, and I am looking at it from a client’s perspective, is difficult. The fact that you want a logo designed, means you either don’t have one, or you aren’t happy with the logo that you have currently. In either case, you need to ensure that the logo is perfect, meaning that it’s effective and in perfect sync with your branding goals and requirements.
If you aren’t going to design the logo yourself, your first job is to look for somebody who has expertise in logo design.
So, how do you go about choosing one, here are a few things that you need to keep in mind:
1. Experience and Track Record
It’s not that I don’t recommend you to choose the services of newbies, but if you are going to put in your hard earned money on something, why not on experience? So, find somebody who has plenty of logo designing experience behind him, and that too successful experience.
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2. Who has the designer worked for?
This will give you an idea of what he has worked on previously and whether the logos designed for the previous clients were successful or not.
3. What is the design process he follows?
A great logo is backed by a solid logo design process. A good logo designer or a company offering this service has institutionalized this process and each logo project is taken through it.
4. Does the company/designer have what it takes?
Here the talent, attitude and interest levels of the designer enter the picture. Talent is all well and good but is the designer interested and I mean really interested in taking up your project. Also, is the designer passionate about logo designing? Getting the answer to these questions is crucial.
5. Cost and Timeframe
Will the services be within your budget and what is the delivery timeframe for your logo? Is it acceptable to you?
These and many other aspects need to be considered before you zero in on a logo designer for your project.
The Kind of Logo Design Process that Ensures a Successful Logo
One of the pointers that have been mentioned is about a logo design process. Before you ask this question you need to get an idea about what such a process looks like.
The first thing you must do is get an idea about why you want a logo, the audience that you want to target with the logo and the kind of logo that you think will make the most impression on this audience. This will help you brief the designer about your requirements. The designer will then do his own bit of research based on your requirements, and get an idea about your industry domain, competitors and analyze the strengths and weaknesses of their logos. The designer will then conceptualize the logo, which takes up a major chunk of the time earmarked for designing the logo, and then he will sketch it. This logo will then go through the revisions required to ensure that it’s all that you wanted it to be.
This is the design process in a nutshell and while there are plenty of complexities to it, this is typically the process followed to get out a successful logo. So, keep this in mind.
Qualities of a Perfect Logo
So, how do you judge a logo in terms of whether it will work or not? There are certain qualities that your logo must have:
Firstly, your logo needs to be uncomplicated, and must be simple enough to understand. A simple logo is easy to remember and is instantly recognized. Some of the best logos are really very simple. But to design such logos requires a special sort of craft. That’s because when somebody sees such logos, the first thought that crosses their minds is not ‘Oh! This is such a simple logo”, its ‘This logo looks so refined and effective; of course these thoughts are at sub conscious level more than anything else.
Secondly, you need to make it memorable. You can make your logo memorable, if it clearly projects the intended message. That’s it, it needs to be appropriate and something whose meaning can be understood quickly, at first glance.
Thirdly, the logo should be able to stand the test of time. If your logo subscribes to the latest trends, there is a good chance that it will lose its charm quickly. While you might think about changing your logo after some years or so, there are more chances of your wanting to continue with the same logo (with certain variations) over a long period of time. One of the reasons why you will need to stick with your logo is that if people have begun to associate your business with it, it makes sense to continue with it.
Fourth, is that your logo must look effective wherever it’s placed. Wherever it is, whether it’s on your website, your letterhead or on your brochure, the effectiveness of your logo mustn’t go down and finally, your logo must be in line with the objectives, value and mission of your business. It must be able to reflect what the business is all about.
If you want to get the perfect logo designed, you first need to get a clear idea of what is it that you want and then begin a step by step process which will finally result in a great logo that is perfectly designed to brand your business successfully.