Questions to Ask When Designing a New Logo

A strong logo visually represents a company’s identity and its most important qualities in an engaging style. An excellent and unforgettable logo is something that every business should create if they want to set themselves apart from the competition. If you are in the process of designing a new logo for your company, here are some important questions that you need to ask yourself during the design process.

What Will Best Represent the Company?

When brainstorming a new logo, you should initially think about what visual elements will represent your company in the clearest way possible. You must put the focus on what your business does, and what you believe are its most impressive, unique, and consumer-driven attributes. For example, a children’s clothing company logo is going to differ significantly from a motorcycle company’s choice of colors, images, slogans, and fonts in their logo. In the design process for any logo, special attention should be given to the details that matter most about your company’s products and what message you want consumers to immediately absorb when they look at your logo.

Who are the Competitors?

A logo really only serves one primary purpose: to help consumers identify your brand quickly and easily. To make sure that your logo is a step above your competitors, it is imperative to be familiar with the most effective aspects of their logos, as well as what weaknesses obscure their message. After you have analyzed the strengths and weaknesses of your competitors’ logos, you have to decide if you are going to fall into a similar design or if you are going to produce a type of logo that your industry has not seen before.

Which Colors Best Suit Your Brand?

Coke is red, and Pepsi is blue, but what are you? It is important to ask yourself what color combinations are going to most aesthetically embody your brand. Although picking out colors may seem like the easy and fun part of the logo design process, it is much more important to consumer relations than you may realize; different colors psychologically impact consumers in different ways. Red is looked at as a bold and youthful color, whereas green symbolizes growth and peacefulness. Each color influences the human mind to feel a certain way about your brand and your products, so it is necessary that you determine what themes and emotions you are trying to convey to consumers through the color scheme of your logo.

Who is Your Target Audience?

Keeping your target audience in mind is probably the most helpful thing you can do when designing a new logo. When you truly know the wants and needs of your target audience, you are able to eliminate some aspects of the logo that would not appeal to your customers and incorporate more elements that will draw them in. Knowing your target audience is particularly important when you consider the textual elements of your design. Would your target audience be more impressed by a short and snappy slogan or by a sophisticated statement? Would they prefer no text at all with a dynamic image? If you are familiar with your target audience’s age group, region, pastimes, cultural values, and other relevant parts of their identity, you can develop logos that subliminally captivate and hold their interest. Designing a new logo is a big change, especially if you are replacing a previous logo, so you must keep your target market in mind as you revamp your brand to better cater to their interests.

Is it Memorable? Is it Timeless?

Whatever decisions you make based on the previous questions, you should take away one key point:  your logo will be most successful if it is memorable and timeless. Every great logo needs to be easily remembered and be able to stand the test of time. If you design a new logo and find that the finished product is overly trendy, you might want to take a few steps back and incorporate more classic and simple design elements. When a logo is too up-to-date with current trends, it runs the risk of losing its effect on consumers as times and cultural trends change. Any logo design for your company needs to hold onto some classic features because like Coke and Pepsi, you want your product’s logo to instantly flash into consumers’ minds when they hear the name of your company, whether that be tomorrow or fifty years from now.

What does your logo look like? Do you think it needs a refresh or do you need a brand new one designed? We can help.