Knowing what you want and 5 tips to getting it
Now comes the tricky part. Some people have a very clear idea of what they want in terms of their logo design and branding but it can be tricky to vocalise this, or even tricky to know what you want in the first place! Here are my top five points to knowing what you want supplying a good design brief:
1. Have a company name
This sounds obvious, but you’d be surprised with the number of clients who don’t know what to call their business but start the design enquiries. This can be a bit like running before you can walk. Knowing your name can help massively in knowing what direction to take your branding. Your name doesn’t have to explain what you do, but it should be something you connect with. Fuzzy Flamingo doesn’t explain that I offer book publishing and business branding services, but it’s a name I love and it’s a name that people remember. Find something that means something to you and do your research: look in Companies House to see if the name is taken, look on social media platforms and Google the name to see if it is used by anyone else.
2. Have an idea of a colour scheme
If you do your own research on this then you’ll save your designer doing the work, which means you’ll save money (most design work is costed based on time). Look around for colours you connect with. Are there any particular colours that reflect what you do? For example, purple is known to be relaxing and so works well with beauty therapies. There has been a lot of research done on how people react to different colours, so do a bit of reading and find out what you like. It is always helpful to send a sample image of the colour you love to your designer. There are so many shades that just saying ‘purple’ isn’t particularly helpful!
3. Images, text or both?
Have a look around you at logos for competitors in your field as well as further afield. It can really help you to find out what you like and what you don’t like. Perhaps you’ll be drawn to the iconic stand-alone image like the afore-mentioned Apple? Perhaps you like a more text-based logo such as Coca-Cola. Or maybe you like the blend of both, such as Pampers. Knowing what draws your attention more helps to know what you may like for your own logo. It can also be helpful to let your designer know what you don’t like. And don’t just say what you like and don’t like, provide pictures and make it really clear.
4. Know your audience
Your logo isn’t just about you. It’s about attracting the right kind of people to you. You are best placed to know who you’d like to work with, so it can be really handy to describe your ideal client in your brief. Think about gender, age, profession, income, hobbies, anything that might relate to you and your business.
5. Know your budget and your timescale
It is really important to tell the designer at the beginning what your budget is. The higher the budget the more complex the logo can be, with hand-drawn images and lettering. At the lower end a simpler design would be needed, so it is important to set this out from the beginning. The designer will also need to know how much time they have to research and develop the logo, so ensure you explain any deadlines you have. A fast turnaround may increase the cost, so bear this in mind at your planning stages.