Re-designing your company logo or getting a logo designed for your start-up brand can be a daunting process. Let’s take a look at some elements that should be considered before undertaking this task…
Understand your market
It is important to first understand where your brand is positioned in the market. Is your brand a leader in your sector? Is your brand positioned for the masses, or are you targeted towards a more niche audience? This helps to establish how your brand needs to present itself, and what will get the best reaction from your audience. It is all about getting your brand positioned correctly and playing to its strengths and what you can offer your customers over your competitors.
Research your competition
It is also important to research your competition as this can help you understand what has been done previously, or gain some insight into industry trends. However, just because something is considered a trend in your sector doesn’t necessarily mean that it’s a trend you should follow. If you look at the big brands such as Nike and Adidas, they don’t necessarily comply to trends and look to be innovative and different to ensure that their brand stands out from the rest. Researching your competition is especially important as it can help you define a gap in the market and a help you find a direction that your brand can grow in, and dominate a sector of the market.
What, How, Why.
It is important to be able to summarise your business in a concise and coherent way that defines what you do, why you do it and how you do it. This helps define what you your business stands for and what your goals are. Once this ‘brand statement’ is created and understood internally it can then be used to direct the logo design and is a particularly useful tool when creating future marketing campaigns.
It is easy to get confused and think a logo is a brand. However, in reality, a logo doesn’t define the brand, it is just one element that helps drive home brand awareness and brand recognition. A brand is built from consumer experience of your brand strategy, the tone of voice and marketing campaigns that help portray the personality of your brand. It is therefore important that the style of your logo is in keeping with how you want your logo to be perceived, however, it is what you say at every touch point with your consumer that starts to give meaning to what your logo represents.
When beginning the design process, it is best to just start with pen and paper and sketch your ideas before even looking at the computer. This is the quickest most effective way to convey an idea or concept, and you can easily see if an idea will work or whether to dismiss it. Don’t worry about getting your sketches perfect, this stage is to quickly get ideas down and a bad drawing will never overpower a good idea.
A logo needs to work at all scales and in black and white. It is therefore important to test the legibility of your logo at a small scale and ensure it can be easily identified. That’s why in logo design it is often the case where less is more, and the simpler designs can sometimes be most impactful.