Logo design

A logo is a small, yet significant, design that represents your company. This symbol communicates what you do and the company values, while helping to build brand familiarity. It can go on everything from documents to clothing. That’s a lot of work for one icon! So, to help you get it right, we explore the 10 questions to ask when you are getting a logo designed.

1. Who are your audience?

As with any business marketing, the most important factor is knowing your audience and what they are looking for. The logo has to speak to your target client and help them to connect with your brand. Is your audience looking for reassurance or dynamism? Are they budget-conscious or seeking exclusivity? Will local or global appeal to them? Once you have a clear picture of who you most want to attract, keep this in mind as you work through the other questions.

2. What are the intended uses of the logo?

Before starting the design, it is also important to consider where your logo will be used. In addition to your website and documents, is it likely to feature on packaging, merchandise, uniforms, the side of vehicles, exhibition stands and signage? At this stage, it can be useful to speak to local specialists in these areas for advice on points to consider.

Would it be better as a square or horizontal oblong? Social media icons are often square while an oblong would sit nicely in a document header or footer. Maybe you could get both for use in different situations.

3. What colours should feature in your logo design?

Colours evoke specific emotions and associations, so the palette that you choose has an impact on the assumptions that people make about your business. Even trying a shade that’s a few tones lighter or darker can alter the feel of your logo. So, explore colour theory and play around with combinations and hues before you settle on which to use in the design.

Before we move on from colour, it is also important that your logo works in black and white. This format will be necessary for certain applications, including when people print documents in grayscale. To ensure clarity, some designers start with a black and white icon.

It is also worth getting the logo on a transparent background so that it won’t be in a white box when placed on a coloured background.

4. What type of logo will you create?

There are five different styles of logo:

Wordmark – This type of logo features the full brand name, for example, Kellogg’s, Boots or Disney

Lettermark – This style uses one or more initials, for example, a W for WordPress, V&A for the Victoria & Albert Museum or the High Street favourite, M&S.

Brandmark – Also known as a Pictorial Mark, this uses an image to represent the company, for example, an apple for Apple or the Nike tick

Combination Mark – As the name implies, this logo includes both an image and wording, with Microsoft, Pringles and my 3 Doc Solutions logo being examples

Emblem – This style of logo has the appearance of a traditional stamp or seal, for example, Converse or Starbucks

Which do you think will best represent your business?

5. What typeface is appropriate?

If your logo design features letters, the typeface is another powerful way to convey information about the business. The font style of a traditional, heritage company will be distinct from that used by a cutting-edge start-up. Likewise, the lettering used by a financial firm should bear no resemblance to that of a toy manufacturer. Finally, whichever logo font you select for your brand, ensure it is easy to read.

6. What elements make up the logo?

Your logo might just be the company name or emblem or it might be made up of different elements. These elements could be used separately from the complete logo, to reference the brand. For example, I use the 3 doc Solutions diamonds through my documents. It’s a good idea to get the separate logo elements as individual images as well.

However, simplicity is an important factor in logo design, so before we go any further, can anything be removed? Allowing space around the key elements will aid readability and recognition. It will also make things easier when it comes to printing the icon or having it embroidered on workwear.

7. Can you scale the logo?

Once you have a core design, it is important to view the logo in different sizes. How does it look enlarged? This is how it will be seen on banners, vehicle wrapping and larger publicity materials. Now, shrink it down to see how it might look on a business card, a pin badge or in the footer of a document. Can you present the logo in a square, rectangular or circle format? This is a consideration for social profiles, guest blogs and merchandise where dimensions are restricted. With all this in mind, does anything need to change to improve the visual impact?

8. Is the logo timeless?

The point of a logo is to build brand familiarity. You don’t want to be changing it every few years. Therefore, this is not the time to go with the latest trend. Focus on creating a classic, timeless design that represents the current and future values of the business. Will the logo be relevant if your brand grows or diversifies?

9. Does your logo stand you apart?

You may think that another brand has nailed its logo, but don’t try to replicate it. You want your brand to stand apart, so you need to be original. Check that your design cannot be easily confused with another. Consider whether the colour palette or font is already associated with a brand. If it seems that you are a bit close to the mark, it’s back to the drawing board.

10. What does your target audience think of your logo design?

We’ve come full circle, with the final point relating to your audience. You’ve probably been staring at the logo so much that you need fresh eyes to spot any issues. Therefore, market research can be valuable before signing off on the design. How would they describe your brand based on the logo alone? Does this tally with the image that you want to portray? Be open to feedback and willing to make changes based on consumer opinion.

On Brand Documents & Visuals

Your company logo is one step in creating a strong brand identity. It now needs to be integrated into everything you do and this is where I can assist. Think of all the documents you use, internal team docs and printed or electronic docs you send to clients and potential customers. Are they fully branded? Are they consistent? If the company name were hidden, would people be able to recognise that it came from you just by the branding?

I specialise in creating branded documents and visuals for internal and external communications. From PowerPoint slide decks to reports, manuals, newsletters and infographics, my document services aid your brand consistency.

Please contact me to talk through your requirements and I will provide a quote.

10 questions to ask for your logo design