A professional business logo is sometimes deemed a low priority in the budget. Some people think spending money on a “picture” as being wasteful, but they don’t realise that the logo is one of, if not the, most important communication pieces you will use to communicate your brand and business.
The primary goal of a logo is to provoke immediate recognition. It should inspire trust, professionalism and (hopefully) loyalty. Its shapes, colours, fonts, images, angles and curves must be unique and different from anything else on the market. It is your business’ identity; much like your DNA or thumbprint identifies you uniquely.
“First impressions count” is an overused adage in business, but has truth to it. If your logo looks cheap (and if you spend $5 on it then it will be), what message is that portraying to your audience? Would you do business with a company that leaves that impression with you? You want your clients to associate your logo with your business. It is your company’s badge… sometimes literally. If you are serious about your branding and your business identity, you need to take your company logo seriously too, and commit to the design process.
Each design agency offers a different process to generate a logo, but tend to roughly follow the following components:
- Design brief
A questionnaire or interview to capture the design brief and requirements. - Research
Research and information gathered focusing on the industry, the company, its history and story, its competitors and vision for the future. - Reference
Benchmarks of successful designs, current styles and creative trends are collected as a way of measuring what is often seen as a subjective process. - Concepts
Initial logos are created. Ideas are tested for practicality and purpose. These are sometimes merged to create a better concept. - Reflection
Review concepts and return to the research and reference material. Compare and analyse them, eliminating concepts and progressing those that have potential. - Presentation
Once logo concepts are presented to a client, already a lot of time and effort has gone into them. A designer only presents the designs that have developed and passed all previous standards. - Calibration
Slight tweaks and adjustments based on reviews. Selection of the final logo. - Delivery
The logo is published and delivered, in the specified formats and dimensions. Your business now has an identity. Enjoy your new badge of honour and wear it on your communication mediums with pride.
Please consider this when your business decides on a logo, or an identity refresh. Give your logo (and your business) the best chance possible and treat the process and end-goal with the same seriousness and acumen as all your business material. Quality design matters. Don’t skimp on costs, because the logo lays the foundation for all future branding, so it’s worth the investment now.
If you want a professional design logo for your business, designed and delivered in a professional manner and given the attention and detail it deserves, then give us a call on (07) 3333 2932 or contact us online for a free quote.
