Knowing the brand
Before you set out briefing a design agency to design a logo, make sure you brief the design agency the background of your company, the target market, target customers etc. Tell them your brand aspirations, values and how you see the brand developing as the business grows.
There is a huge amount of inspiration you can find online to show your agency to help them design the logo you’re looking for. Don’t be afraid to utilise the Internet! Websites such a Pinterest and Dribble are a great source of logo design inspiration. Look at colour palettes, typefaces and symbols. Doing your research before you begin will save you time and your agency’s time when it comes to designing the logo.
When it comes to logo designs, then you can’t pick colours for your personal preferences. This is because each colour represents something, and you want to pick the right colours to send across the right message.
Let’s take a look at a few popular colours and see how some of the most famous brands have used them properly:
Yellow is an optimistic and cheerful colour. This is the reason why it’s been used by brands like Snapchat, Ikea and McDonalds to suggest good customer service and brand reliance.
When you want to convey a feeling of enthusiasm, passion, and excitement, then you can’t go wrong with Red. Well, take a look at Coca-Cola whose logo is primarily based on Red. It picked it to aptly represent the passion for life which it actively uses in its marketing campaigns.
Blue says “I am dependable, I am trustworthy”. Powerful brands which people trust their money with such as Intel, Samsung, etc. are case in point.
Pick fonts carefully
Many designers you come across do not pay attention while selecting a typeface, most will just choose randomly. Typefaces tell a story about your brand without you even realising it, it brings the personality of the logo. For example, when choosing for a children’s logo, you choose playful, handwritten fonts to give the viewers the impression its child-friendly, almost as if it was written by a child. Similarly, if you are creating a logo for a technology company, you could use a futuristic font to show you’re a forward thinking company. Agencies should be actively avoiding gimmicky fonts, if possible ask the agency about creating a custom typeface to use not only on your logo but across all your branding, a great example of this is the Coca-Cola font, easily recognised for its custom typeface.
Keep the logo simple
When speaking to a graphic or marketing expert, keeping your logo simple is one important to take on board. When keeping your logo simple, this could mean limiting the colour palette to one or two colours, the shape or other elements. The viewers should get the message almost straight away, telling you what your brand is and the impassion your logo gives.