Logo Design: A Buyer’s Guide

Your logo is the heart of your company’s identity – it encapsulates your company’s vision, core values and ethics. It’s a graphic representation of what your company stands for and what it sells. Its relatability and recognition among your target audience is paramount for effective branding. It’s no wonder that companies spend thousands, sometimes millions, to get it right.

But it’s so easy to get it all wrong. A weak or inappropriate logo does nothing to strengthen your brand and muddles your message. Valuable marketing dollars are wasted and potential customers are unimpressed.

Just what are the elements of an effective logo?

1. It’s meaningful. Over time, logos prove to be the simplest and most direct way of promoting your business and asserting your influence.  It’s a means of commanding attention when words aren’t available.

2. It’s memorable. It’s a proven fact that people tend to remember a catchy logo at a much higher rate than nearly any other advertising element.

3. It’s unique. A great design will stand out from the crowd.  Avoid graphics that are common – or have become cliché - to your industry.

4. It’s professional. Your logo is a visual representation of your business. Keep it clean and sophisticated. Make sure it is easily reproducible so the integrity of the design is not compromised when printed on various mediums.

5. It’s timeless. You want a design that represents the long-term vision and goals of your company. If your focus is too narrow, you may find yourself in a few years time with a logo that is meaningless. Not only will you be facing an investment in a new design, but all the equity built-up by your current logo will be lost.

6. It’s consistent. A consistent look and implementation is as important as the actual design. Showing your audience that you are serious about your brand, and how it is presented at any given time, will reflect positively on your company values.  Make sure you specify – and document – specific logo standards.

It’s a tall order; which is why careful consideration needs to be made when selecting a design firm to tackle this all-important task. Avoid these common mistakes when choosing a design firm:

1. Basing your selection solely on price. The old adage “you get what you pay for” rings loud and true in this situation.  Price is only one factor to consider when evaluating firms: how long has the firm been in business? Are they stable and profitable? Do they have a list of clients and projects that you can confirm?

2. A lack of general business knowledge. Logo designers must be well versed in general business fundamentals in order to design a logo that increases sales and fulfills your company’s promise.

3. A lack of knowledge about your business. Be wary of designers who aren’t willing to dig deep into your business.  Logo designers must understand the “who, what, where, when and why” of your business.

4. Failing to clearly define the scope of work. Are alterations included in the price? How many different formats will be provided?  Will the agency define and create the design standards guide? Clearly specifying the services and deliverables included in the price will prevent misunderstandings down the road.

The right logo is one of your strongest marketing tools. It’s the face of your business. Are you putting your best face forward?

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