Thursday, October 27, 2011

Logo Design: 3 Tips for Success

So, you’ve decided after reading our last blog post that rebranding with a new logo could help provide that updating and vitality your business needs. While the actual steps obviously vary by industry and company, we’ve compiled a list of 3 of the most important things to keep in mind when creating your new logo as a part of rebranding.
            1. Find a great graphic artist.
Whether you already have images scribbled on a napkin or want someone to brainstorm fresh ideas, a graphic artist will be able to provide the professional quality work that your brand deserves. During your drafting meetings, be sure to convey your company’s mission statement and vision. He or she also will be able to help you decide what elements (if any) from your existing logo should be used in your new logo… this was one of the biggest challenges we encountered during the process. Here are a few examples of companies that made a few tweaks to their logos over the years…

             And here are a few that started completely fresh…
We ultimately decided that while our original brand was recognized by our customers and the community, we’ve expanded our products and services so much over the years that a re-vamp of the logo that reflected these improvements was necessary. See our "before and after" here.
            2. Pay close attention to color.
Think beyond how the logo will look on a business card. Will the new logo show up well on promotional items like pens that may have to be imprinted in one color only? Are your gradients too detailed to be used on embroidered logo-wear? Keep in mind your logo may not always be in the full-color format that your graphic designer presents it in. We suggest asking your graphic artist to layout a draft of your logo on business cards and letterheads, the basic staples of every office place, to see how it looks. You might next ask for an example of how the logo would be used on a presentation folder, banner or flyer. Before you make any final decisions, also review how the logo will look when produced three ways: full-color, one color with “screens” or “gradients,” and one color only.
            3. Round up a small committee.
Corral a small group from your office to give input on the new logo. We suggest resisting the temptation to poll everyone on every decision, as this will significantly slow down the process and may add unnecessary complication. At Professional Systems USA, we asked a member from each department to give their input, so we were able to create a comprehensive logo that reflected each dynamic of our company.

Do you think it's best for companies to tweak their logos every once in awhile, or completely re-design when rebranding? Comment below!

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