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10 Questions to Ask When Designing Your Company Logo

Whether you’re getting your company off the ground or completely re-branding your existing organization, it’s important for you to decide early how you want to represent your brand. A logo is a visual representation of your brand, and therefore represents your company’s culture, core values, and purpose. A well-designed logo can both create loyal customers and draw in new ones, so it’s important to make sure that it represents your brand correctly.

Embarking on this process requires the right amount of thought and attention to the overall look and feel of your logo. Here are ten questions to ask yourself as you embark on this process.

1. What type of logo will work best for you? There are several different types of logos that can be used to represent a brand.

  • Wordmarks – a freestanding word or multi-letter abbreviation groupings comprising a logo (i.e. Ford, Google, Verizon)
  • Letterform – comprised of a single letter (i.e. Holiday Inn Express, McDonald’s, Facebook)
  • Emblem/Pictorial – logos that are illustrated symbols of recognizable things. It may incorporate the name of the company (i.e. Starbucks, Twitter, Apple).
  • Abstract/Symbol – logos that don’t represent anything otherwise recognizable; these are more like abstract art (i.e. Nike, Pepsi, NBC).
  • Combination Marks – logos that incorporate both wordmarks and symbols; they give a company the flexibility to use both elements across a variety of applications (i.e. Adidas, MasterCard)

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2. Which logo style will be the best fit for your company? Thinking about your core product and/or service, your company name and your industry will help determine the best style to use. Think about how your logo will appear on your products, how will it appear on marketing materials, and how will it help tie your other collateral together.

3. What key business components do you want your logo to communicate? You want to choose a style that fits your business, as well as one that communicates clearly to consumers what it is that you do. Find the top three things you want to convey and allow your designer to incorporate those into the brand.

4. How do you want customers to feel when they look at your logo? Your logo is a visual representation of the core values and culture of your company. Colors and font choice can illicit specific response from your clients, as can shape, flow, and bleed. Decide what you want people to think and feel when they see your new brand; that choice will help you to select colors and fonts that encourage those reactions.

5. Should you hire a graphic designer? Even if you’re working on a tight budget or you think you’re a good artist, it’s best to leave the designing to a professional. A graphic designer can be a collaborator and an asset, helping to bring your vision to life in ways you might not have expected.

6. What type of materials will your logo be used on? The type of products you sell as well as where those products will be displayed will help shape your logo.

7. Which brands do you find inspiring? Be sure to look at your competitor’s logos, as well as other logos that you’re drawn to as a consumer. Find what you like about them and help your designer incorporate those things into your own company logo.

8. How will my logo look in 10 years? At Wonderboy we believe that logos should be timeless. We work with our clients to achieve a logo that will be relevant for years to come. If you’re a business looking to rebrand or you’re just starting out, look at classic logos like American Airlines, Ford, Coca-Cola, Nike for inspiration. While some of these brands have undergone updates over the years the basic look and feel remains the same.

9. How much should I expect the design process to cost? Keep in mind that your logo will be a visual representation of your company to your consumers. It’s important to go in knowing what you need for your brand package. Is it just one logo or will you need secondary logos? Do you need a complete style guide? Be realistic about your expectations and how they measure up to the budget you have for your new logo.

10. If you’re a company that’s going through a re-brand there are specific things that you should know as you look to start fresh. Most importantly, what about your existing brand do you dislike? Talk to your designer about the specific things that you don’t like about the current company look. In doing this you can help ensure that the same mistakes aren’t made with your new logo.

Creating a new logo and brand identity should be an enjoyable process. The clearer you are about what you want the easier the process will be for both you and the design company that you choose to work with.

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