Logo design is like a puzzle. Yes, it can be confusing, but that’s not exactly what we mean. Everyone wants a great logo, but few understand what really makes it great–what pieces you need to put together to get something that will really stand out. Each piece needs to fit together perfectly in order to reveal the bigger picture.
Narrow Your Audience
Who is the logo for? If your response is “everyone,” think again! Narrow your focus. It will simplify the process.
Think about it this way: If you were designing the Ritz Carlton logo, it would be a mistake to say that your logo is for everyone. Not everyone can (or wants to) stay at the Ritz! In the same way, you first need to figure out who your customers are, and what about your business speaks to them. Are you approachable, elegant, high-tech, customized? Find some good adjectives that accurately describe your business and you’ll be on your way to having some great logo direction. Which leads us to…
Format and Direction
This is where the rubber meets the road. There are so many ways to approach a logo design and each designer has different strengths and weaknesses. Some are better at clean, modern design while others are more abstract. It’s important for you to challenge your designers and provide helpful, thoughtful direction.
First, what format do you want? Here are some examples:
This is essential a text treatment of your brand name. The simplest (but often most difficult to design) logo option.
An abstract symbol that doesn’t necessarily have a real-world equivalent.
Think the Geico Gecko. You’ve got it.
Like the abstract mark, but typically this has a real-world parallel. Twitter’s blue, tweeting bird is a good example.
The wordmark, but usually for acronyms.
Want to combine symbols and text into a single logo? This one’s for you.