If you’re considering hiring a firm to design your company logo, you may be feeling overwhelmed by all of the vendor choices available. Which company is the best? Which one will best represent you? And which quote is the most on par?
To help you sift through your options and achieve the best possible design for your organization, a little preparation before shopping can make all the difference. These 5 questions will help you formulate a thorough vision of what you’re shopping for.
1. Project Objectives:
What is the purpose of the logo project? i.e., stand out from competition, identify a new product, upgrade the company image, etc. Keep in mind a creative approach can be developed around a primary and secondary objective only; no single creative vehicle can accomplish more effectively. If there is a current logo, why is it being refreshed?
2. Target Audience:
Who are your readers/viewers/customers? i.e., age, sex, job titles, social/economic conditions, employment, geographic concentration, etc. Do they already know about your product or service? What motivates them? Why do they want this product?
Who is your competition? How are you different from them? What do the competitors logos look like? What colors are being used?
Are there any production considerations? i.e., needs to work as one color or at very small sizes, etc. How will the logo be reproduced? i.e., offset printing, web, silkscreen, embroidery, embossing, etc
5. Most Important Point:
Most communications leave only one overall impression. Is there something specific the viewer should remember about the company after seeing the logo?