Whether a new start-up, or an established business in need of a face-lift, a logo is crucial, and an integral part of your business’ branding. But how do you set about briefing a designer?
In our practical, step-by-step guide below we will show you the difference between logo styles, we’ll help you choose the right colour, and generally guide you through the briefing process – so that your designer has a clear idea of what you need from the get-go.
We’re sure you’ll know that your logo usually serves as your company’s initial introduction, and is therefore the first impression anyone has of your business. Because of this, it’s essential it makes the right impression, and on various levels.
The first thing on your brief should be your company name. Add some background information as to how you arrived at the name; where did it come from, what does it mean to you as the owner? If you’re having a logo refresh, provide some company details – such as when the business was established, the roots of the business, and any previous logos, etc. And, most importantly, why you’re looking to refresh it.
Secondly, make clear the nature of your business. Describe what the company does/produces, and provide a website link (if you have one). Do you provide a service, or a product – or both? Specify your target audience for these services and/or products. It’s important to answer these questions as honestly as you can. If more than one director steers the company, ask them all to contribute; they may have different interpretations. Collate all the answers together.
Take a look at this infographic and decide which logo style appeals to you the most.Include this in your brief. Should you come across a company’s logo that you like the look of as you surf the net, take a screen-shot of it and include this with your brief; let the designer know what you like/dislike about it.
As you can see from the above infographic there are five variations:
- Wordmark – where your company name is the logo
- Lettermark – this is where a few letters – usually your company’s initials – make up your logo
- Combination – a combination of a symbol/image and letters
- Abstract – where the company is expressed or represented through a loose, figurative element
- Character – when a character or mascot represents your company
When The Thinking Cap goes through a branding exercise with a client, we ask the following additional questions; the answers really help us get behind their new look, and will ensure the right first impression is given:
- What are your company objectives?
- What are the key selling points of your product/service?
- What is your business proposition (the single most important thing you want to say)?
- What’s your brand analogy (if your company was a car brand, what would it be and why?)
- Who’s your target audience (who are you talking to e.g. gender, age group, social status, profession…or if B2B, the size of company you’re aiming at, specific industries, their turnover)?
- Look and feel (what kind of design/feel do you think would be appropriate, e.g. high tech, minimal, bright, monochrome, classy, rustic)
- Tone of voice (how we need to address your target audience e.g. professional, humorous, warm, helpful, inspirational, modest, thought-provoking)
- Competitors. List their website URLs so we can look at your competitors’ branding.
- Mandatory inclusions (logos, addresses, legal information, etc.)
- And finally, any colours you’d like us to avoid
Once we have this information, we can make a start. Within a week or two, you’ll receive a spread of logo concepts to consider, like below.
At this point, we’d get together and discuss the first draft with you, providing explanations (if required), before leaving it with you – to mull over, and so you can share it with friends/family/colleagues for their input.
From your feedback we’d complete the design(s). We’d then assess your social media profiles. This is so we can supply the relevant formats and sizes you’ll need to update the various platforms. We’ve spoken before about the need for consistency in branding, and an effective logo across all your customers’ touch points can say a lot about your company.
If you would like us to create you a new logo or re-brand, please let us know on firstname.lastname@example.org or call 07590 537538