Business Logo Design

In our last blog, we spoke about the task of naming a business. This week, we will tackle one of the next steps, business logo design. Many times, an organization will attempt to DIY their business logo design but, as with naming, this is a project that may be too difficult to do alone. A third party designer is the best bet for producing a high quality and professional logo for your business.

The first step in the design process is to create an outline of your mission, goals, current branding and your competitors. This outline, often referred to as a creative brief, will help the designer with your business logo design. It shows the designer your expectations as well as analyzes the current trends that will help to elevate your logo above the competition. Your creative brief should also include assets to help the designer build a cohesive brand image. Icons, typefaces and spot colors should all be provided to the designer. By presenting a strong creative brief, you will enable the designer provide you with a better service.

After sending off the creative brief to the designer, sit back and relax. The designer will use the information from the creative brief to begin developing your logo. The first steps will include rough sketches with broad outlines of design ideas that could be implemented. You will be given the opportunity to view these sketches and provide feedback. Feedback should include concrete ideas about what you would like to see added or taken away in the logo concepts. This information will be used by the designer to create polished versions of your favorite designs. After reviewing the more refined logos, you will choose which concept will receive the final edits.

Once your designer has finalized the logo, they will send you a variety of logo files. These are typically sent in a zipped (compressed) folder and can include vector files (.EPS or .PDF), Adobe Illustrator file (.AI) and raster files (.PNG or .JPEG). The designer should also include a document that outlines branding specifics (including fonts, sizing, color swatches, or spacing) to ensure consistency in future projects.

As with naming, business logo design is most successful when outsourced. Third party designers have a fresh eye for your organization and may be able to pull forward influences and aspects in the logo that you might have otherwise overlooked. By providing a strong creative brief and detailed feedback, you have an excellent chance at walking away with a stellar new business logo design.

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