Logo Design

Understand the purpose of a logo

Why do you require a logo? By presenting a credible and appealing face for your business, visual design can help you stand out from the crowd. However, keep in mind that logos exist for one main reason: to assist customers in identifying your brand, business, and product or service. It doesn’t have to express everything about your company or have seven hidden meanings. You’ll have plenty of opportunities to tell your brand’s storey, so don’t expect a logo to do it all for you.

Of course, your logo should be both visually appealing and technically correct. Aside from that, logos should be simple, appropriate, and memorable. We’ll review the logo based on these criteria during the first draught stage. But first, make sure you have a detailed brief…

Prepare a clear brief

The logo design process should be pleasurable for both the designer and the client. This necessitates clear communication and a thorough brief. So that you and your designer are on the same page, the brief will outline the project, goals, and inspiration. You should include a brief description of the organisation, an explanation of what you do and who your customers are, a list of your products, services, or activities, and information about your specific brand attributes. You want to answer questions like, “How would you describe your company’s personality?” What are your business objectives?

Final checks

It’s now time to get down to business. This is where hiring a professional designer can help you take your logo design to the next level. These are some more technical points that are more difficult to articulate but should be checked. A designer can explain how your logo meets these criteria or work with you to improve it.

illegible typeface
This display font would look great in a magazine spread, but it would be a poor choice for a wordmark.
Legibility—does it have legibility? Is it possible to read the name clearly? Is there anything that might cause certain characters to be misread?
Fonts—have the letters been typeset and kerned (the spacing between the letters) with care? Were we able to use a high-quality font? Have we purchased an appropriate font licence?
Technical drawing—was the logo created as a vector? Are the lines defined and smooth?
Is the logo’s composition well-balanced? Are the ratios correct?
Will it work at extremely small sizes? Will it work for our specific needs? What happens if you put it on a dark or patterned background?

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