How To Get The Logo That's Right For Your Business
Nike, Coca Cola, Apple … their logos have become part of the everyday landscape and there’s even an online game where you have to guess the company behind the logo.
Which all goes to show the power of a successful logo. Your company logo is the first contact a potential customer is going to have with your business – so it needs to reflect your ethos immediately. But how can you brief a graphic designer efficiently so you get the result you want? It’s that old adage – you don’t know what you want but you know what you don’t want.
Getting The Brief Right
To help you communicate more, we’ve listed some key briefing points to involve in discussion with designers. It’s how we approach taking a design brief ourselves.
We’ve designed a range of logos for a variety of different clients – in every field from a food charity through to a financial services company. So here’s what the designer needs to know and do and the information you need to have available to work together successfully.
- Give the designer an idea of your target markets, their age, education, location, grasp of English and the nature of your business
- Discuss where the logo is likely to be used – on business cards and letterheads or will it be on a website? Or all of them?
- Ask for a competitor analysis. For example, if you’re a cake shop, ask them to range your competitors logos side by side so you can see any trends emerging (and how you can stand out from the crowd). Of course, you’ll have to list the competitors for them in the initial brief – no fewer than six.
- Depending on where your logo will be used, ask to see how patterns print out onto different materials – for example if your logo is going to be used on foil it’s going to have to be designed with that texture in mind. Or maybe it’s going onto embossed card.
- You might need the logo to be adapted to work on different media. For example on the side of a van with the company name (so it will be in a landscape view probably). Or on packaging. Tell the designer exactly where you will be expecting to use it.
- Ask about colours. Do you have any corporate colours you need to be using? Any Pantone colour references you would like included. Or are you starting a colour scheme from scratch?
- We created a logo for an upmarket cake company – GC Couture – and our brief was to design an image representative of a tiered cake. Here are some of the initial options we came up with.
- We played around with the idea in a number of visual ways – using icing patterns, colours and the tiered cake idea.
- We gave two presentations to the client – the first shows a variety of options and how our thought processes arrived at that point. After this, armed with client comments we create logos for a second presentation, one of which is chosen.
Of course, it’s all about communication. Have facts, figures and details to hand when briefing the designer – the more you tell, the more likely you are to receive a logo design that fits the brief – without having endless expensive meetings to discuss.
Have you briefed a graphic designer successfully? Any hints and tips you could give us?