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What to Look for in a Logo Design

Monday, October 25th

What to Look for in a Logo Design

A logo design is essentially the face of the company and provides the first impression to potential customers. Choosing the right logo design is imperative to a company's success. Before choosing a logo identify the overall reflection you want the company to exude as your image will be reflected in your logo and all of your marketing efforts. When choosing a company logo consider the following aspects in your decision making.

  • A well balanced logo is a good logo. Customers like balance because the mind identifies it as visually pleasing.
  • Very importantly a logo needs to attract your target audience and reflect the company's spirit. Color plays a major role in attracting customers as should not be a quick decision.
  • Color also represents feelings and emotions that we naturally associate to specific colors. Keep in mind that red makes a bold and powerful statement, orange represents youth, green depicts health and nature, blue is professional, yellow is playful, purple is power, pink is soft, yellow is fun, and black is serious.
  • A logo needs to work at any size and be flexible. On a business card, letterhead or a website a logo has to still look good. Especially when the font if scaled down to a very small size.
  • Font selection is important in that it can immediately cheapen a logo design. Only accept professional grade fonts and stick to one or two in the design. Logos derived from only words make font selection even more essential. A thicker font selection means strength, while a slanted choice is more action oriented and a script font conveys sophistication. Often a company name is the company logo and in this case the font used must represent the character your want to exude.
  • Research the logos of your competitors so that you can be sure to not choose one too similar in color or design. If the industry calls for a certain segment of colors don't stray from that but be sure that your logo stands out from the rest.
  • The beauty of a quality logo is that simple designs are the most successful with helping consumers identify the brand.
  • Avoid current trends and select a logo that will still work several years from now. Logos must have staying power so that the customers aren't confused by frequent changes to the brand's identity.
  • If using a symbol in your logo avoid those that are overused such as globes, swooshes, interlocking rings and others.
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Logo Design Company FAQ

According to Oxford, a logo is "a symbol or other design adopted by an organization to identify its products, uniform, vehicles, etc." Businesses and organizations come to be known by their logos alone: when you see the Olympic rings or the Nike swoosh, you can immediately name the brand. That's why having a well-designed logo is so important!
A logo can be a monogram or lettermark: think brand initials like CBS or NASA. Similarly, logos can be a wordmark, using a specialized font and/or colors to convey a brand name like Disney or Harley-Davidson. One of the most common logo designs is the pictorial mark or symbol: can you picture the image for Target, Instagram, or Amazon? You've got the idea! Your logo might also be an emblem, a mascot, or an abstract geometric design.
First of all, your logo needs to be unique: no copying from another brand! You also want it to be memorable, relevant, timeless and versatile - all characteristics that will help your company or organization stick out in the minds of your prospective clients and customers.
That depends. How many prototypes do you want to choose from? Do you want unlimited revisions? How about input from more than one designer? You can get a basic logo package for under $75, or you can go all out and pay $1,000 or more. Most packages are in the neighborhood of $150 to $300.
Most services work the same way. You submit a form describing what you're looking for in your logo, and the designer or team gets back to you within a few business days with some initial concept ideas. Depending on how many revisions, if any, were included with your contract, you'll go back-and-forth with the designer(s) until you're satisfied with the final logo. At the end of the process, you'll usually get a set of files (e.g. editable vector, web and print usage) that can be used for putting your logo on your website, new t-shirts, or anything else you need.
Most logo design services will have an initial concept for you to consider within 5 working days. If you need a faster turnaround time, look for a provider that offers a 24-48 hour process. From there, it mostly depends on how quickly you respond to the prototype designs and how many revisions you ask for.
Possibly. Some logo design services offer a 100% satisfaction guarantee with no exclusions, while others only offer a refund prior to the start of the revision process. Be sure you understand the terms of service before you commit to a logo design provider.
Yes. There are a few providers with ready-made logos that you can customize to your business name, color scheme, and so on. While there's no guarantee that your logo won't have been used by another company or organization, this is a good option if you need something quick and inexpensive to get your website up and running and your promo materials printed.

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