I was in two minds about using this title, as it turns out there is an American company called LogoMojo, however, as I remain steadfast in my confident ability as a great graphic designer, I am happy to proceed. . . .
. . . and I had already chosen my title before I checked!
My last few jobs have indeed been logo designs, and as the last time I blogged about this was just over a year ago, I thought it was time for a re-cap. . . .
. . . particularly as all my recent logo clients have been a completely different experience:
My longest client, with whom I have a good trusted relationship.
expanding her business, introducing a 3rd branch to the range, so the new logo needs to fit in with the existing style, the same yet different . . . knows I always deliver and never questions the price.
A. Trusts me to think of something (as good as the 2nd expansion)
B. I make a few suggestions, she comments and agrees (mostly)
C. I do a full compliment of all the suggestions
D. she makes an instant – “thats the one” decision.
A young employed entrepreneur just testing the water, with some freelance work.
likes his mates logo, and wants something similar, rock bottom budget, so happy to go for the basic design price. . . .
A. Client submits a mock up of something he did himself
B. I replicate this and do some of my own original ideas
C . I do a design based on the style of his mates logo.
D. He chooses a Wild Ideas original.
Starting up a new home business.
Has a definite idea of what she really does not want, and some strong thoughts on colour, limited budget but goes for the mid range price.
A. I do a range of designs, and she requests some amends on her favourite.
B. She takes her time to decide, still not sure, asks friends for advice, but still not totally happy yet.
C. requests a new idea and stretches the budget for extra amends.
D. Still not totally feeling it and struggling on a decision.
E. Finally takes my advice, and settles on an edited version of a Wild Ideas original.
Has an established business, but no real branding to speak of.
wants to get something to help him look more professional. Wary on the budget so opts for mid range price.
A. Not really got any ideas, but willing to explore options.
B. Totally hates my first idea, but likes the sound of my second.
C. Selects a few to amend from 30+ variations submitted.
D. Keen to see more amends and willingly offers to pay the extra.
E. Last few amends and we are almost there with another Wild Ideas original.
* * * * *
Now while I am completely confident in the knowledge that my experience guarantees and my natural graphic design skills of just being a creative person, there is always a little bit of subjectivity involved with design . . .
. . . . . as the examples have shown
Subjectivity that means some will like and some will not like, and with that in mind, I will always encourage you to give me as much of yourself as you can. . .
Your logo is NOT about me, and while it will always be a design that I like ( or I generally don’t submit it), It will always be about what you have inspired in me, during our briefing conversation.
So while there is always the subjectivity, which means I never like to dictate to you about what you must have . . . .
. . . . .there are still a few definite do’s and don’ts about what makes a good logo, that I would discourage you away from.
As your brand is the identity that you present to the world and your logo is your badge, and the face of your brand.
Your logo needs to live with you for a long time in order for your brand to become an established and recognisable emblem.
Don’t under estimate the impact of getting it wrong, a great logo will make you look professional from the off, and boost your confidence when presenting yourself.
So take your time to get it right!
(but that said, trust your instincts on your first gut reaction, sleep on it, and then stick with it)
Sometimes, when you really can’t visualise what you want, and your designer maybe doesn’t quite deliver the wow factor you hoped for, then trust their instinct, and go for it.
Too much going round in circles, and thinking too hard can just have a negative effect.
As you become familiar with your new logo so it becomes part of your brand and you grow to really love it, even if you weren’t quite there at the beginning.
So . . .
1. Do make it eye catching.
Not necessarily bright coloured, black and white works, opposites and contrasts, but make it clean and clear, definite (brand) colours and strong simple outlines and attractive shapes, so that it is still decipherable for all the situations and sizes you will need it.
2. Do include, either /or / all:
Your emblem, Your company name, Your strapline. If you can work these elements well, so they can be used together or separate then as your brand becomes more recognisable, this adds versatility.
3. Do make it unique.
Research / take your own photographs of your theme and then sketch your own ideas from these. If you look at too many other peoples logos for ideas you will end up copying, and beware free stock logos from vistaprint and similar libraries, these will have been used by countless others before and after you.
4. Don’t use a photograph within your logo.
Or think long and hard before you do. A logo needs to be versatile for all eventualities. It needs to reproduce easily and be readable at many sizes and in many situations. Simplify it to definite solid black and white areas or convert to a line drawing if you can. Vector is best.
5. Don’t use Arial.
Be original with your font choice, start with Googlefonts.com, they are FREE to download (and use for your website text too) and play around with layout and position and sizes of each character, to make the letters of your unique business name fit well together, but preserve the legibility.
Then ask your favourite designer to do what they know best and put all your ideas together for you.
Thanks for reading