Following from my previous post on logo basics even some graphic designers forget, here are some things to consider when approaching a graphic designer to create a logo for you. 

But before we start…

Why give your logo designer a brief?

A friend of mine recently approached a graphic designer to create a logo for his new business.  He told the designer the name of the business and described the service he provided.  Then he said, 'Go for it' – i.e. the designer was to present a wide range of branding ideas. 

What came back was two pages of half-baked concepts, none of which my friend was remotely happy with.  From my experience, this result was not surprising.

I could understand the guy's logic.  An open slather brainstorm can often bring about amazingly creative ideas.  But the brainstorm needs to come from a strong foundation. And what you ultimately want is a strong presentation from the designer with a logo that will work.  

The designer needs to know all kinds of things to create that happy outcome.  And contrary to popular opinion, graphic designers don't have ESP.

Does the designer already have a creative brief form?

Before writing your brief, ask the designer if they have a creative brief questionnaire.  This document will assist in preparing answers that will inform their approach.  Some designers don't have this template set up.  Don't ask me why.

Who is a logo for?

No, it's not all about you.  Naturally it is important to be comfortable with your logo, but don’t think that it should be purple because purple is your favourite colour. 

Your logo is one very powerful way of making a connection to those you want to reach.  So think about what are they going to be attracted to.

List the basics of your business:

• What is your business name and tag line?
• What is your core service(s) and/or product(s)?
• Who is your target market? (list demographics like age, income and geographic area)
• Who is your competition and what makes you different from them? (copy and paste business logo designs from your competitor's websites, so the graphic designer knows how to differentiate your business from theirs)

Explore your logo's logistics:

• How is the logo likely be used? (consider letterhead, business cards, website, signage, stickers for packaging, ink stamps, pens, t-shirts, embroidered on uniforms, billboards, television, etc.)
• Are you likely to need sub-branding? (i.e. a logo for each of your products/services)

 
What are some key words that convey what your business represents?

• Some examples: nurturing, reliable, secure, feminine, lush, hygenic, fun, creative, practical, resourceful, friendly, etc.

Already have some ideas?

If you have some visual concepts in mind, sketch them out.  It doesn’t matter if you think you can’t draw.  Any indication is further information for your graphic designer. 

Important note: Just because you come up with a concept doesn't mean this is what the logo will end up being.  Your designer may think up something completely different that works ten times better.  Well, you would hope so.  It's what they do for a living after all. 

When non-designers have design ideas for their business, it is best to get them out in the open.  Why?  So the concept can be discussed.  Your idea might be useful to the process…or, at least the exercise gives your designer an opportunity to explain why you idea is appalling (hopefully they'll do this nicely while offering chocolate or a tumbler of whiskey).  Then you will be able to move onto other, decent ideas.

Changing an existing logo?

If you already have a logo, ask yourself the following:

• What are the elements that are already successful? 
• Why do you think they are successful? 
• What elements do you want to change?
• Why do you want to change them?

What do you expect at 'Presentation Time' from your designer? 

My two cents: three deeply considered logo concepts from your graphic designer is generally better than a multitude of possible ideas.

A couple of dollars worth of two cents (I've addressed these points – and more – in the previous post, but they are important):

• Have the logo(s) presented in different sizes (really, really small is important)
• Have the logo(s) presented as black & white versions
• Have the logo(s) presented in a corporate material context (e.g. business card layout)
• Have the logo(s) printed on different kinds of paper (newsprint, glossy, etc.)
• Make sure you see how it looks on a computer screen (sight colour variations between printing and screen are usual in these instances)

And make sure you own the copyright to whatever design is decided upon.

Wrapping up

Gathering as much information as possible in advance before briefing a designer not only helps with initial discussions, it also assists with potential negotiations later if the designer has strayed off the brief. 

So be painstakingly detailed in your brief.  Throw all your thoughts down – even though you will be welcoming new ideas from the designer….won't you?

And be nice to designers.  Even if they look strong and assertive, deep down they are usually gentle, sensitive souls.  And this sensitivity is a good thing.  If they weren't, their powers of creativity would be dramatically diminished.  And that would be our loss.

This article was written by Megan Hills.  Megan is a writer, marketing consultant and cartoonist.  Megan thinks that graphic designers who are able to create logos that are highly creative AND work logistically AND are relevant to the business' purpose are the Zen Masters of our time.  Read more about Megan

A good logo is a simple one.  That doesn't mean designing a logo is simple.  In fact, it's the crème de la crème of graphic design.

Your logo – as simple and sweet as it may be – needs to do a number of things:

1. reflect your business accurately
2. work logistically in every format
3. look different from everyone else
4. be appealing to the folks you want to reach

Because of all these considerations, it is a good idea to hire a graphic designer to create your logo.  You want to look spiffy, don't you?  An amateur job is not the go for something that is so important.  You need make a good first impression.   

Still, even if you have a great graphic designer enlisted to help, it doesn't hurt to know some things about logo design yourself before kicking-off.

Between you and me…

…I'm a little shocked at how many graphic designers I've come across who don't take the logo basics into account.  Because I couldn't help myself, I made a pretty bold statement about these kinds of graphic designers on the website Flying Solo. Predictably, the article received a ton of flack from furious creative souls.  

Blog tip: Writing contentious articles is a great way to attract 'comments'.

Moving right along…

Below are some considerations that might help guide you (and your designer) towards a logo that is both practical and powerful:  

What is a logo?

When people think 'logo' they generally think of the symbol that appears next to (or under or above) the business name.  But your logo could just be your business name in a particular font, sporting particular colours.  

Or you can have a graphic as part of your business name, rather than beside it.  

Warning:  Be wary of graphics that break up the business name, rather than pull the visual together in a neat package.  Breaking up the business name can send a 'scattered' message.  

How you choose to approach the basic nature of the logo design depends on:

• what you want to communicate (i.e. your key message)
• who you are communicating to (i.e. the people you want to buy your gear)
• how the logo is likely to be used (i.e. what promotional formats this baby will appear on)

Do you need a symbol?

Logo symbols can be a great way pack a punch for your brand.  They often sit on the left hand side of the business name (like your business' right hand man).  Symbols can be handy for favicons (otherwise known as a 'website icon' or 'bookmark icon' i.e. the little round symbol that can appear before your website address on a web browser).  

They can also appear as a watermark design behind text in promotional material or on a product packaging tag.

There are all manner of ways a logo symbol can be used to help your branding along.  But not everyone feels the urge to have one and that's okay too.

Some more design tips:

• Make the logo design simple - The simpler, the more powerful.  Instant recognition is the name the logo game (look at the logos of major banks and telephone companies – as evil as they might be, these businesses generally have the simple logo thing sussed).
   
• Keep the number of colours used to a minimum - Aim for two colours maximum, not including white, and avoid subtle tonal changes.
   
• Avoid metallic colours - They require expensive inks/stock and don't translate well on computer/TV screens (e.g. copper will convert to a murky brown on your website).

• Do you have a tag line (slogan)?  - If so, have a version of your logo with your tag line.

• Avoid hairlines – Thin lines can get lost in photocopying, on television and on computer screens.
   
• Test the logo’s appearance:  Fax it, photocopy it, print it out, look at it on your computer monitor.

• Does it reduce well in size?  What can you see when your logo is 3cms in width – or even smaller?

• Check it out in different formats: See how it will look on letterhead, with comp slips, business cards, order forms, packaging, web page, newsprint, glossy paper.

• Consider appearance beyond corporate material: As an ink stamp, in a small black & white newspaper ad, on a billboard, embroidered on a uniform or printed on a promotional t-shirt, etc.  

• If the logo is one colour, have a reverse colour option - If blue on white, for example, check out the white on blue option.

• Ensure your designer gives you a black & white version of the logo (if you have a colour logo).

• Also have a black & white inverse option - White on black/black on white.

• Consider having both horizontal and vertical versions to accommodate different layout demands.

• Consider 'long-range' identification - If street signage, expo signage, event banners, and/or uniforms spotted easily in a crowd will be important to your business, consider your logo to be a light colour (or white) on a strong background colour for it to be seen quickly and easily from a distance. 

A couple of legal tips

Make sure the design hasn’t already been trademarked by someone else.  And check that you own the design, not your designer – ensure the copyright ownership is documented and signed by both of you. 

Wrapping up

When satisfied with your logo design, make sure your logo appears on EVERYTHING. Business cards, letterhead, signage, packaging, e-mail signature, advertising – the works. 

Familiarity creates trust (unless your logo appears on the news in relation to something really bad).  So don’t be shy, go forth and shamelessly stamp your logo about the place.

Next?

Next I will write a post on how to brief your designer.  It is likely to involve chocolate, so stay posted (boom boom).  

Maybe even consider subscribing to My Marketing Thing….

This article was written by Megan Hills.  Megan is a writer, marketing consultant and cartoonist.  Despite popular opinion, she also has friends that are graphic designers.  Read more about Megan