10th February 2019

Your company's logo design and how to avoid basic mistakes

Your company's visual identity or logo, is probably the most important graphic device your business will have, as it remains with you for the life of the business (until you maybe decide to give it a facelift of course).

Going about creating it quickly or half-heartedly could be damaging for your business now and in the future because if it doesn't reflect your brand properly and function practically when aksed to, it could confuse or alienate your audience, prospects and buyers. It will fail and your business will not prosper.

So, before we get into the design, ask yourself a few basic questions:

  1. Design agency or DIY?
  2. Is it clear what market we are in and the type of customers we want to attract?
  3. Does the business have any close competitors with similar IDs?

These sound quite dramatic but in answer to them:

  1. Use a professional if you're serious about your business, this is one area you need to get right, especially at the beginning, or it can go spectacularly wrong.
  2. Once your strategy is clear and mapped out, then the logo or identity can be visually matched and early concepts drafted.
  3. If so, think carefully about naming and branding. The company can be registered as one name but branded differently (trading as etc).

Spending time with a professional designer who will understand and listen to your business needs and aspirations, likes and dislikes etc. is a crucial first stage of any logo creation or re-fresh. They will also know what will work where, how and in what colour or context will be a good fit for your business - ultimately delivering a well-matched, distinctive, professionally designed piece of work.

After all, your company's logo:

  • Describes who you are and what you do
  • It is unique to your company
  • Builds memory
  • Is fairly future proof

If a company is to have aspirations to be commercially successful then they need to be starting out in the correct way with a professionally designed and relevant logo ID that will help take them there. It lives in the memory of their clients, it appears everywhere; On their website, blog, social media, stationery, marketing, vehicles, exhibitions, signage, adverts….. and so on.

Most importantly a cheap logo representing a growing company will be difficult to grow away from. If the aspirations and 5-10 year plan for the business are not present in the the early visuals then it will be harder to get there.

Some dos and don'ts when considering a new logo:

  1. A poorly thought out or DIY logo/ID that’s used from the get-go, will undoubtedly create negative thoughts within your client base and likely turn off valuable propsects. Avoid those internet sites that offer something for £40 or so - it will be catalogue stuff and not unique or totally right for your business.
  2. Avoid inserting an icon within the name and never use imagery.
  3. Think about the places it will eventually end up - well into the future too.
  4. Get early creative input from a professional, even if you are only just considering your new company name, this can be highly advantageous. A good designer will want to listen to you so be prepared with some raw ideas first and you'll have something to discuss - and a beneficial meeting.
  5. Work with your chosen designer during the process and be honest with them. Let them do their creative thing and then ask for 3-5 of their best early ideas to be presented back to you.
  6. Once you have narrowed down the design choice, sleep on it for a day or two. At the very least your designer should be offering you logos that work on the web, in various print scenarios and also at large format. Not just offering you one downloadable jpeg file!

We can help you on this important journey with some initial advice over the phone or better still meet for a chat.

  1. We deliver logo packs to suit your needs and budget and we always declare what we will do before proceeding.
  2. We also provide fully scaleable artwork that is professionally prepared for all the various print processes, plus versions for digital, screen and web.
  3. If you need to control how the logo is used we will be more than happy to provide simple to follow guideline documents too - basic to detailed.

Think of your logo as if it was an employee working for you. You would only want a conscientious, hard worker with the company's interest at heart, wouldn't you? Now this particular 'employee' is a bit special as they would work tirelessly in many roles and on many levels, spreading the subliminal message about your organisation and getting into the memory of anyone it comes into contact with them. Also, the cash investment is much smaller as you will be investing everything at the beginning and not paying their ongoing salary.

Most importantly your company logo works for you right around the clock, 365 days a year!  

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