Once you understand the importance of a logo to your business and the qualities that constitute effective logo design, it’s time to talk about working with a design firm to create a logo of enduring value.
For many potential customers, your logo could be the FIRST point of contact with your business. Think of your logo as your company’s introductory handshake. Now, imagine (or recall) a bad handshake: one that is cold and sweaty (yuck!), too rough or too hot, too weak or too strong. Each leaves a lasting impression. The same goes for a logo. A poorly executed logo can leave your potential customers with a persistent and damaging impression.
And, as the saying goes, “You never get a second chance to make a good first impression.” If your logo looks like junk, customers will associate that feeling with your products and services.
Good logos epitomize several qualities: simplicity in shape and color; legibility with carefully selected typefaces; the right size and scalability (including use of white space) for a range of applications; and, a style sheet that dictates appropriate use. Your logo should also be unique enough to differentiate you from your competitors. Most importantly, however, your logo should be MEMORABLE (in a good way, of course)!
Why You Should Hire a Design Firm
So, how do you get a logo that meets these criteria? Easy. You hire a professional design firm to help you create one. This is one of those “Don’t try this at home, folks” moments. A quality logo is not something you cook up internally unless your company has its own creative department. Even then, caution is advised. That’s because an outside perspective of your business and brand can be invaluable, helping you get past weaknesses and blind spots that your customers perceive but you don’t.
The price you pay for a bad logo will be high if you rely on half-baked, in-house skills or hire the cheapest design firm available. First, there is the cost in time and money of having to revise a bad logo or, worse, having to scrap the final product and start over. Second, if you roll out a logo in spite of misgivings, you risk creating multitudes of bad impressions that could result in lost business.
Logo Design:
Ingredients for Successful Collaboration
Instead, select a design firm to help create your logo, keeping a few things in mind when you do so:
- Prepare for the costs - A quality logo doesn’t come dirt cheap and it shouldn’t. This is one case where you should be comfortable with paying a little more, as your logo can be a powerful tool to create and sustain business. At the same time, be cautious about firms that want to charge what seem exorbitant rates. Sky-high design fees do not guarantee you’ll get a better logo. Instead, look at each prospective firm’s previous output and meet with their people. Is the quality high and can you work well with them?
- Prepare to collaborate (but don’t dictate!) – You will need to communicate clearly with your design firm. You know your business. Help them understand — and feel — what drives your vision. They’ve got to “get it” for the logo to be any good. Then get out of the way. The last thing a creative design team needs is micromanagement or the sense that someone is constantly looking over their metaphorical shoulder, analyzing every detail of the creative process.
- Prepare to be challenged (but don’t roll over) - Hire a firm that can challenge some of your assumptions about your logo and what it should be or could be. True, they need to understand your vision, but the external perspective brought to the table by an outside firm can be invaluable. Remember, you hired them for their skill set and experience. Now let them do what they do best. When the time comes for feedback, make sure your feedback is honest. Don’t acquiesce and settle for something that misses the mark.
- Prepare to have fun - The process of working with your design firm to create a logo should be enjoyable. Be open to ideas and toss them around. Welcome fresh concepts and explore them for merit. You might find the best concept comes from a synthesis of multiple ideas. Above all, don’t be dismissive, negative or hostile or you could put a debilitating kink in the creative process. Remember, good logos, good brands and good business are built on positive rather than negative foundations.
A successful collaboration with a design firm to create either a new logo or “renovate” an old one can pay enormous dividends for your business. Remember, don’t entrust your company’s first impression — your logo — with just anyone. Find a firm with a proven record of quality work, establish a good rapport and then let them do what they do best.
Written by Scott Wigton