Have you been considering a logo redesign, but don’t know how to start? Whether your company is going through a rebranding or if your logo just looks outdated and needs a refresh, you’ll need to address exactly what your graphic designer should know before diving into the logo redesign process. It’s the best way you’ll get a logo that fits your business.
The logo redesign process should be fun! Without proper preparation, however, it can be stressful. Answering these questions before you meet with your designer will help you feel more confident that you’ll get a quality new logo, as well as make the process more enjoyable.
First we need to know about your company:
1. Who is your target market?
Knowing who your ideal customer is will help your designer create something that speaks to them. You want your logo to appeal to your target audience. Yes, it’s nice for you to love your logo, but truthfully, it’s more important that your target audience likes it too. So the more your designer understands that audience, , the better your logo will engage the right people.
2. How would you describe the character or tone of your company?
As designers, we need to know the nature of your business. Is it more professional or casual? Your new logo should reflect that. Think about your company culture and try to describe it in a few words. But this shouldn’t be all on you to figure out! Ask your employees and customers the same question. How other people perceive your business is an important part of your branding too.
3. What are your company values?
Sometimes these values are talked about within the company but aren’t conveyed to the public. It’s important to share your values with your potential customers! When people know that your values align with theirs, their affinity for your business will grow and encourage them to do more business with you. A good graphic designer should try to incorporate your values into your logo, even just subtly.
4. Who are your competitors?
Having an idea of who your competitors are will impact your designer’s process. It’s important to examine their logos and see what works and what doesn’t. You want your logo to be unique and stand out from those of your competitors, so you need to provide your designer with logo examples. Doing this will also give you a chance to convey things you like and don’t like about logos in your industry. This insight will inform your designer of what they should avoid and what they can explore.
Now let’s talk logo specifics:
5. What kind of logos would you consider?
There are a few different types of logos, and your choice in type will drastically impact the direction your graphic designer takes. (If you don’t know, that’s okay. Your designer should have some suggestions based on the information you provide about your company.) According to Alina Wheeler, author of Designing Brand Identity, there are four different types of logo designs.
- Wordmarks, or logotypes, are logos that consist of words or letters. Some examples of these include Google, eBay, Shutterstock, and Sony.
- Letterform logos consist of a single letter like those for McDonald’s, Motorola, and Monster. (Interesting that those are all M’s!)
- Pictorial logos are graphics of recognizable objects. These include brands like Twitter, Apple, Firefox, and the World Wildlife Foundation.
- Abstract logos are designs that have no inherent meaning. The most famous abstract logo is the Nike swoosh.
6. Do you have specific brand colors?
Color is crucial for a logo. If you’re redesigning your logo, the choice to keep or change your brand colors should be intentional. The psychology of colors is a huge area of focus in occupational psychology that studies how color impacts people in the realm of marketing and branding. Whether you base your colors off of their psychological effects or just want to stand out against your competitors, make sure you do some research and know why you’re choosing those colors.
7. Do you have an established font for your brand?
If you already have an established font for your brand, you need to evaluate it to ensure it accurately represents the character of your company. Your designer should have input on this, but if you’re curious, check out this article about how fonts affect your messaging.
Now every designer has their own process and can make due with less information or might ask other questions, but these foundational questions will help you and your graphic designer be more prepared. It’s your job to provide them with the information they need to get started. Then it’s their job to explore the possibilities. During that phase, remember to stand back and be open to the different options they present. Even if their suggestions are outside your comfort zone, they may be just what your brand needs and what your audience likes.
Interested in learning more about logo design? Keep in mind these tips for what makes a logo effective when your designer starts presenting concepts to you.
Are you ready to begin redesigning your logo? Contact us to get started! I’d love to talk to you about your brand!