Designing a logo is only one part of your brand, but it’s also an incredibly important visual representation of what you do. That sounds like a lot of pressure, but there are some easy steps you can take to make sure your logo has lasting power, brand impact and conveys your values. Not sure what the difference is between a brand and a logo? Read this first.

Things to Consider

You may not be able to design this logo in-house if you don’t have the design staff—that’s ok. You can meet with a design group who develops logos and work with them to determine what you want. Some things to consider include:

• What types of colors are associated with your company currently, and do you want to keep them?
• What types of imagery come to mind when you think of your company?
• Do you want there to be words included with the logo, or just an image?
• What is your company’s tagline, your values and mission?
• What type of feeling do you want this logo to invoke?

Strategizing and answering these questions before you ever dive in will help tremendously with the direction of the logo. Throw out some words that you associate with your brand and figure out how you can tie them into a logo.

It is important to hire a professional graphic designer. Here’s why.

Use a Focus Group

It’s virtually impossible to get everybody on board with one logo. While you can’t please everybody, you can make sure to garner feedback that is constructive and helpful in the process. Bring in a group of outsiders who aren’t sure what your company is. Then, give them some different options and ask them questions about what they think you do, how the colors and the design make them feel, etc.

Redesign the Outdated

Don’t shy away from tackling a new logo if the times call for it. Often, brands change. The meaning of what you stand for changes with the times. If you already have a logo but it has been there for years and no longer suits you, it’s time to consider a redesign.

Sure, that’s a large task and it’ll take time to create. Plus, you might have “die-hard” supporters of the current logo. Present the logo redesign as an opportunity for growth and give your reasons for why it’s outdated. Somebody will be willing to listen, and you’ll hopefully be on the right track to creating a lasting logo and brand that will boost your marketing efforts and have brand impact with your customers.

Photo by Robert Anasch on Unsplash