Ten Steps for Creating a Great Logo

By now you have gone through several stages in your business from the initial idea to completing a full business plan. The next step is to implement your ideas. Doing so means that you will share your ideas with the public and other company associates. This means you will need a comprehensive logo that embodies your ideals and supports your brand.

Wikipedia defines a brand as a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity. Every company worldwide has their own version of that symbol or logo, as it is more commonly referred to, that represents them to their clients and customers. But, where did that logo come from and how did they come up with it? Some logos have evolved from a simple idea into a more modern version, while others are an image that have stood the test of time, staying the same for years. Both of these scenarios work as long as your logo is a single encompassing visual representation of your brand at any point in time. Your logo should support your brand visually while your employees support your brand in person. Your advertisements support your logo in public view and your product supports it in hand. The design of your logo is very important since it is the identifying mark on all of your non-verbal communications from business cards to product.

Creating a logo is not always an easy process, but it can be a fun, rewarding experience that can deepen your understanding of your brand. There are several things that you should think about in depth before starting and during the logo creation process. Here are just a few.

For example, at logoyes.com, tools for you to quickly create your own logo online and then download a hi-res version are available.

No. 1: Hire a professional.

From online logo creation companies to independent contractors, the amount of knowledge and experience that a professional graphic designer will bring to your logo is immeasurable. This person or company will guide you in your quest to represent your company in the best manner. He or she should give you advice and tell you what has/has not worked in the past for the applications of your logo. They will create a digital file that is suitable for many types of usage. It cannot be stressed enough that a fundamentally well-built logo will save you many headaches in the future.

Some companies charge per logo concept that they present to you. Some companies charge a “package price.” Pricing depends on the company or independent designer you decide to hire and can range from $30 to $5,000. You should examine your budget and decide what is right for you.

Many resources are available online. If you want to leave it to the experts, a quick Yahoo! or Google search for “logo creation” or “new logo” or even “your business type logo,” will yield a lengthy list of service providers. Placing an ad on community websites specifically for a logo designer will give you many options and much more personal service.

No. 2: Research.

Research. Research. Research. Take a long look at similar companies. Online image searches are great. So are trade publications and general magazines. Ask yourself questions like: What do their logos look like? Do they share anything such as color, relative size, fonts, shapes etc.? It is a good idea to “fit” into your industry, but you should also make it a priority to set yourself apart.

Think your brand is softer than other companies currently offering your services? Try a softer font and lighter colors. Think your brand has faster service or delivery times? Incorporate a shape that represents speed. The ultimate goal is to use your logo to your advantage as much as possible.

No. 3: Describe your brand.

It is said that a picture can take the place of a thousand words. Your logo will say at least that much about your company and then some. Write a list of adjectives down that represent your brand the best and a list of all words you would like to embody as a company. Three may not be enough. 15 may be too many. It’s completely up to you. You need enough to encompass what your company is now, and also where you would like it to be ultimately. Let’s say you are a phone manufacturing company that would like to be “fun, fast and easy to use.” You would benefit from choosing a mark that is very simple and gets you recognized in a matter of seconds, such as a highly stylized initial or bubbly shape in a fairly bright color. But, if you are a “prestigious and effective” law firm you would benefit from a bold-faced name fully spelled out in a dark, almost black color.

Will the picture or shape you choose look good at various sizes? Does it have too much detail to be reduced to fit on a business card?

No. 4: Your "picture".

Are there shapes or objects that you could use to visually represent those descriptive words? There is no need to make it literal. Many logos are abstract in nature, yet still accurately show the intent of the company. Sometimes making your own sketches or finding images in a magazine will allow you to really look at things together and get a better idea of what you like. Finding images you like will also give your designer a good starting point. Your idea of an “oval with a swooshy thing going through it” may not be the same “swooshy thing” that your designer is thinking. But, if you give him/her an example, you will get to your idea much sooner.

Think about the different ways you will use this logo. It will be small on business cards, but quite large in comparison when printed on brochures, posters and banners.

No. 5: Color.

The same is true of color as shapes. Research and examples are great. Keep in mind that different cultures perceive colors differently. So, if you are, or want to be, an international company you will need to take that into consideration. Several (probably thousands) of books have been written on the subject of color perception. In the U.S. many financial companies use shades of blue because it creates a sense of security instead of shades of green, which is the color most Americans associate with money.

Once you have decided on a color(s) you would like to focus on, make sure that you are giving the right “feeling” with your choices. Compare it to your competition. Compare it to companies that create products you enjoy using. Contrast it with companies you definitely do not want to be like. Some colors make such an impact that they are even trademarked, such as the Coco-Cola red and Gatorade orange. If your brand grows large enough, you eventually may want to do the same.

Note that more expensive does not always mean better – some really great fonts are completely free and available online.

No. 6: Fonts, think outside MS Word.

The fonts you currently have loaded on your computer are not a good place to start exploring fonts to be used in association with your brand and specifically with your logo. There are several sites that allow you to purchase and download fonts online simply and easily. Some are even free. A Yahoo! or Google search will yield plenty of choices for you in many different price ranges.

The fonts you choose to use should accurately match the feelings expressed in your words list in No. 3. Choosing an extra bold font would most likely not be a good choice for a women’s hosiery line, just like a cursive or hand-written font would not clearly represent the qualities of a machining factory. You will not want to use a font that is commonly used elsewhere. Your choice of font should separate you from other companies in your field. Many fonts can be found online and range wildly in pricing. You should still be looking at the shape of fonts and figuring out how they relate to your word list. In short, don’t let price determine your choice. Print some samples. Cut out samples from magazines. Your graphic designer will be able to recommend something similar in your price range.

No. 7: Give it Personality.

Brands often take on their own personalities over time. Does your brand reflect the qualities of a person you’d want to associate or do business with? Does it represent the set of clients or customers you would like to acquire? Your brand’s personality should represent the best of your company and the best qualities of your ideal customer. It should be able to stand on it’s own as a representation of you, the creator and the brand you are incorporating it into. When a potential customer sees it, will they automatically know that you are an auto mechanic? Could they be confused and think you are a car salesman instead? Your intentions need to be clear and concise.

No. 8: Authenticity.

Your logo needs to represent your brand, your product and your employees as a whole. For instance, you cannot be a “green company” that does not recycle or that has employees that toss trash out of their car windows driving on the freeway on their way to work. Neither should you be a green company that does not represent itself as such in their logo and ultimately in their brand. Add a leaf. Use shades of green and blue. These conventions are already understood as qualities that represent a “green” company. Other industries have similar conventions that they use. Consult your research and figure out which of these you will perpetuate in your industry and which you would like to break away from. Stay away from representing yourself as something you are not.

No. 9: Utilize a committee.

Have your employees, co-workers, trusted friends or family, or even a few trusted customers or clients review your ideas. Let them give you their opinions. Use them as your focus group. Everyone sees advertisements everyday and makes snap judgments about them immediately during commercials or when driving by billboards. Find out what people will think about your logo (in turn about your company) before making a final decision. They may see something you did not intend or offer ideas that will make your logo that much better. You can use or not use what they say, but all their opinions are at least worth your consideration.

No. 10: Finalize your design and Print!

You will go through several revisions of your logo. Some companies will start you with as few as 3 choices, others will give you 10 original ideas. It is in your best interest to whittle it down to one choice as quickly as possible, thereby saving you money and time. After review of the initial designs, you will have the opportunity to change fonts and colors in different combinations. Your first instinct may not be 100% accurate and will most likely need to be refined. Your graphic designer will be there to help you find the best possible combination of all your ideas and research.

In the end you will need variations of your logo for different applications:

1.CMYK: In vector format (.eps) for printing. (Such as business cards, letterhead and envelopes, etc.)

2.RGB: As a .jpg or .png for web and use in any Microsoft product.

3.B&W (Not grayscale): You will need a version that can be faxed and also applied to any promotional items you will probably be ordering. Most promotional items only have a one color imprint available. Vector format is the best option for this.

4.Simplified: Sometimes space will not allow for your whole logo to be used. Have a simplified version that can be used separately.

Remember that your logo will be used on multiple projects in multiple applications and therefore will need to transform to perform the best way possible in each situation. A few variations might be good to have on hand so that you can easily brand a handful of objects and products with consistency. Keep in mind products or services you would like to offer in the future and how the logo will apply to those. Will there be subsequent logos that are applied to those products and services that “go with” your current brand, but are not exact? In that case, their new logos should “go with” the original but also stand on their own. Maybe it’s the same logo in a different color. Maybe it’s the same logo with an extra circle surrounding it. That can be determined later, but should be kept in mind now.

Have fun creating your logo, it should be an enjoyable experience. When you are finished, visit OvernightPrints.com to design and purchase your business cards, letterhead and envelopes. We create the best quality printed products deliverd fast at great prices.
Best of luck!

By Risa Auger, Print Designer, OvernightPrints.com