How Logo Can You Go Go?

By Paul Scheuer, Freelance Graphic Designer, Tampa, FL

The cornerstone of a successful brand is a memorable and unique logo. It is often the first impression that potential customers have of your business. It is also likely the one consistent element across all of your branding efforts. Your logo is visible on your business cards, your website, the ads you run, on the sign in front of your store, and on the apparel that your employees wear.

When we meet people for the first time, we can immediately form opinions about them based on appearance, specifically their face. Think of your logo as the “face” of your business. It can immediately convey a lot of information about what you do and how you do it. It is important to invest the proper amount of thought, time, and expense into developing a logo that effectively represents your brand and is capable of serving your business for years to come.

Here are some important key tips to help you develop a successful logo for your business:

Consider Hiring a Professional

Creating an effective and memorable logo is not a side project that trusted to someone who only dabbles in design. There is more to it than just knowing how to use design software. Learning and applying the fundamental concepts of visual communication requires study and practice. An educated and experienced graphic designer will deliver work that looks better, stands the test of time, and will be both useful and usable in all aspects of your marketing efforts.

So how do you find one?

You can start with something as simple as asking for referrals from other business owners in your network or searching Google for graphic designers in your area. Always check the websites or online portfolios of your search results to see examples of their work. Read reviews and if possible, reach out to their previous clients to ask what it was like to work with them. Hiring a local designer can make collaboration and communication easier if you prefer working face-to-face rather than through phone calls, text chats and emails. Do not rule out broadening your search outside of your local area. You will have more choices, and thus a better chance of finding the right fit for your personality and your budget.

I would also caution you about hiring someone on "bargain" freelance websites such as Fiverr or Upwork. You might connect with a knowledgeable and responsive designer on these platforms, but you may also wind up with someone who will take your money, throw something together quickly (that may or may not work for your business) and then "ghost" you. Even though these sites do attempt to present legitimate designers, scammers are present. If you decide to use these platforms, read the terms and conditions carefully and do your research on potential freelancers before committing to spend money.

Don’t Rush the Process

Before you set your designer to work on logo ideas, invest some of your own time gathering as much useful information as you can. An up-front brainstorming session will save you time and money in the design process by narrowing the designer’s focus. You are relying on them to generate ideas and concepts. But first you need to educate them about your company. This may require doing some research of your own and asking yourself questions such as:

• What services and products do I offer?

• What is my company’s culture and style?

• What’s the atmosphere like at my salon? Sleek and modern? Cosy and neighborly? Trendy, or traditional?

• Who are my target clients?

• Which colors best represent my brand?

• What makes my company different from my competition?

Take a look at your competitors’ logos too. It will give you some ideas about what you like, what you do not like, and how to make your company stand out among them.

Keep It Simple

Think about some of the logos that you might remember the most: Apple’s apple, Nike’s swoosh, McDonald’s golden arches, the Starbucks mermaid. One characteristic that all have in common is simplicity. Simplicity comes with advantages.

From a branding standpoint, a simple logo is more recognizable and memorable. A simpler logo is more versatile to reproduce in a variety of media. For example, a complex and highly detailed logo will not always reproduce well embroidered on a shirt or apron; or when it is printed small on a business card or promotional item. A logo with many different colors may cost more to reproduce depending on its usage.

Make Sure It’s Scalable (Vector vs. Raster)

When it comes to making sure your logo will be usable across a full range of media, the design format matters. Without getting lost in too much "technobabble," graphics come in two varieties: vector and raster.

Raster graphics are made up of pixels. The clarity of the image is dependent on the number of pixels-per-inch contained in the file, called "image resolution." It is a vital component of image quality, especially when it comes to printed materials such as brochures, posters and billboards. More pixels-per-inch equals higher resolution, which results in better image quality and the ability to reproduce the image at larger sizes. You cannot copy your logo from your website, enlarge it up to billboard size and expect it to look as crisp and clean as it is on your site.

Vector graphics rely on mathematical equations, lines, and curves with fixed points on a grid to produce an image. There are no pixels in a vector file. A vector file’s mathematical formulas capture shape, border, and fill color to build an image. Because the mathematical formulas can be translated to any size, you can scale a vector image up or down without impacting its quality. For this reason, it is preferable to have your logo designed in vector format, so you can utilize it at any size in any medium.

This article covers some basic principles for development of a good logo, but there are plenty more. Additional advice and inspiration are relatively easy to find with an online search. The bottom line is that your logo is an integral part of how you build your brand to market your goods and services to potential customers. The process deserves more than just a "casual thought." Put time and work into it, seek the help of a design professional, and you will have a lasting and memorable foundation for your brand!