Guest Post by Tea Silvestre, The Word Chef
Before you spend some serious dough getting that logo designed (or redesigned), there are a few things you should know:
1. All graphic designers are NOT created equal; and
2. Your logo needs to do a whole lot more than look pretty on your business card.
I see these mistakes all the time:
Somebody has their brother’s friend’s nephew design the logo. Or they do it themselves. Or they get a college student to do it. All great ideas IF that person knows what the heck they’re doing AND you’ve properly informed them of the story behind your brand.
What? You didn’t know your brand had a back story? Well, it does. And there’s the front story that needs to be included, too.
Your logo will become one of the most important symbols for telling your brand’s story. Don’t mess it up!
Here are some questions you MUST answer about your own business and then properly convey to your graphic designer:
- What sets my company apart from others?
- What services or products does my company provide?
- Why should people choose my company over my competitors?
- Who are my main competitors? (And what do their logos look like?)
- Why was my company founded?
- What motivated me to start this business/organization?
- If I had to describe my company/organization in one word, what would it be? why?
- If my customers had to describe my company/organization in one word, what would it be? why?
- (If you’re redesigning…) What is the reason for modifying or redesigning my logo?
- What is the vision and mission of my company?
- Does my company have a tagline or slogan that should be included with the logo?
- What do I hope my company will be known for?
- Why does my company use the colors, fonts, etc. that is does?
- What is my preference in reference to icons, typography, spokespeople (characters), etc.?
- What restrictions, if any, might there be on the logo?
- What words or icons must be included in the logo?
- What logos do I like and why?
- What logos do I dislike and why?
- What are the likely occasions in which this logo will be used?
- Who is my ideal customer and what kind of person is she/he
- Which gender am I targeting?
- What is the average income level of my target audience?
That’s a lot of questions, right? Here are a few for YOU to ask your designer:
- How many file types will you provide me with when we’re done? (You want ALL of them — including the raw vector files.)
- Does your pricing include multiple versions of the final logo? (You want something that will work horizontally as well as fit in a nice square box; you also want something in all black and in reverse-out white; AND don’t forget the logo with and without any graphic elements)
- Will I own the copyright to my own logo? (You want this!)
- Will this logo look good at 150 pixels wide? (That’s teeny, tiny — make sure yours does!)
Put some serious thought into your logo and it will serve you well for at least a year or two (maybe more — just depends on how well YOU stick with your business goals).
About the Author: Tea Silvestre (aka The Word Chef) is a gastronaut, marketing coach and the author of “Attract and Feed a Hungry Crowd: How thinking like a Chef can help you build a solid business.” Learn how to cook up your own “Secret Sauce” when you download her free workbook and video tutorial: “9 Steps to Create an Addicting Brand.” http://thewordchef.com/landing/nine-steps-to-find-your-secret-sauce-2/ or follow her on Twitter: @TeaSilvestre.