Many people who have never made a successful logo think they can do it themselves. It’s fun and it feels like an extension of their ego. They like it and all their friends like it, so they are sure it will work. Don’t do it. You and your brand are much better off with a professional logo maker.
To find the right logo maker, consider their previous success with logos in your general field, whether its software, web, hard goods, or services.
Your logo must satisfy many varied requirements of brand identification, customer perception, and marketing realities, all in one image. The right logo maker can identify the best solution, but only if you communicate the logo’s needs properly. Here are 5 considerations that will help you communicate with your logo maker:
1. The Venue. Where is the logo going to be used? On a web page, footer, product, package, brochure, or big sign? All of the above and more? Are different versions of the logo needed for different uses? What is the attention span of the viewer? One second? Less? How far away will the logo be viewed? Is it clear and easy to understand given the attention span of the viewer?
2. The Message. What is the promise of the brand? What impressions and perceptions are communicated by the graphic image? Does the image show what you do or produce? Does it convey some attribute that distinguishes your product or service? What do you want to tell the viewer with your logo?
3. The Elements. What colors will be used and why are they appropriate? Will the image be surrounded by space or go out to the edges? Will there be copy incorporated into the logo, or will it be all graphic? Will its shape be square, round, oblong, triangular, or some other shape? Will it be an object or an abstract?
4. The Feeling. What is the emotion you want to evoke with your logo? Is it value, speed, efficiency, permanence, dependability, or some other attribute? Is it compelling? Does the viewer identify with it and how? What emotions do you want the viewer to feel? Does it entertain, grab attention, cause a need, or satisfy a desire? Is it familiar or something new?
5. The Competition. What logos are your competitors using now? Does your customer or the distribution system expect your logo to look similar? How will your logo stand out from the competition? How will it convey an alternative, added value, or distinguishing characteristic? Is your logo going to appear along side your competitors in certain venues?
By considering these issues and their related questions you can begin to determine priorities and better focus on what you want your logo to do. Then, when you do find the right logo maker, you can better communicate your needs and desires. The logo is the flag everyone salutes – or not. So spend some time with these questions before you hire your logo maker. The right logo will be worth a thousand words.
Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) & Shelf Smarts courses to help consumer product brand builders achieve success. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular business site at www.thebarefootspirit.com.
To make inquiries for keynote speaking, trainings or consulting, please contact firstname.lastname@example.org.