How-To Create A Company Logo
Logo: At The Core Of It All

Logos? What does an apple have to do with computers? Nothing, really. Except of course its role as one of the most recognized logos in the technology industry. Out of the thousands of icons, identifiers and graphic elements that we see every day, only a select few – like the apple - stay with us. While such logos may appear to have no connection whatsoever to the company’s line of work, there is usually a story behind successful symbols. So, how did this marriage of fruit and technology come to pass? It wasn’t irradiation. Company founders thought the apple to be the perfect fruit and their technology the perfect computing solution.
Whether you are just deciding on a business name or are considering updating your identity, there are some key steps to designing a new logo that will serve as an effective communications tool.

Setting The Stage

1. Assemble a Brainstorming Team. Within every business there are key players who understand (we hope) what the company's vision, products, services and goals are. These individuals should take part in a brainstorming session that will drive the logo design process. If available, suggested participants include leadership from Marketing, Human Resources and Operations (try to keep the Finance guys and gals out of this one).
This group should not be a democracy. Everyone's input is critical to developing the final product, but only one decision-maker is required. Pick one (usually the CEO) and stick with his/her decision.

2. Brainstorm Ideas & Discuss. Here are some topics to address in the brainstorming session:

· Name some adjectives that you would use, or like to use, to describe your business. Some answers might be: progressive, traditional, cutting-edge, global, fast, organized, reliable. Depending on your response, the style of your logo will vary. A finance company rooted in a strong history of tradition and stability might want to choose soothing colors, straight lines and subtle textures, while, a new Internet start-up poised for rapid growth and technological advancements, may go for bold colors, sharp contrasts and oval shapes.

· Talk about the vision for the company. You might ask, Are we moving into International markets? Are we adding new product lines? Will we need to use the logo in context with subsidiaries or partners?

· Discuss your target market. Who are our customers today? Who will be our customers tomorrow? Discuss the image your company projects and your employees. Who are our employees? What distinguishing features do we look for in new hires…entrepreneurial, reliable, educated, experienced, friendly?

· Pinpoint what makes your company different. What separates us from the competition?

· Identify how you want your company to be perceived, and how you want customers to feel. What emotions do we want to evoke from people who look at our logo? Do we want to make them feel curious, safe, excited, happy, uneasy, beautiful?

· Discuss how this logo fits into your overall branding strategy. Make sure the logo fits in with the other materials, communications and creative outlets you are using, and that it fits with the overall spirit of the company.

3. Record the Ideas. Carefully record all the answers to these questions. Go back and highlight the items and comments that seem cohesive, complementary and repetitive throughout. After all these questions are answered, you should have a clearer idea of the creative direction you need to take.

Who Can Help?

4. Decide Who Will Create the Logo. Don't be fooled into thinking that only a big fancy New York or Los Angeles agency with shiny offices can facilitate your design process. If the brainstorming session is conducted and recorded effectively, many good local designers can turn your ideas into exciting and communicative art that represents your business. If you absolutely don't know where to start looking for a designer, the American Association of Ad Agencies has a web site that is searchable by location, as well as many other criteria: "http://www.aaaagencysearch.com". If you are not comfortable with facilitating the brainstorming session yourself, make sure you select an agency that has significant branding experience. This will cost more than simply working with a designer, but can result in a more successful product.

How Much For A Detail?

5. Consider Price and Design. Missing out on some important details can cost you a lot. In evaluating designs and creative direction, remember that printing companies charge for every additional color While one-color logos may be too bland, and four colors say WOW, two colors, when utilized effectively, can create a high quality look at a fraction of the cost. Don’t let designers talk you into too many colors, varnishes and extras that will take you to the cleaners every time you need something printed. Choose a design that will also look good in black and white and ask for an original black and white version. You will find that many internal company communications and other high volume projects may be too costly in color, and they will reproduce significantly better with original black and white art.

6. Consider Overall Marketing Strategy. Also, remember the types of materials your logo will appear on. One design may look great on an envelope, but how does it look on a T-shirt, a baseball cap, or some golf balls? If you sponsor a little league team, how would the parents feel about your brand being on their child’s back? What about business cards? Take special note of the text sizing. When combining large and small typefaces, make sure the ratio is close enough to accommodate printing in small spaces. At a certain size, does the small text become illegible? If so, you may need to rethink the layout.

Looking Good

7. Make Sure You Can Use It. Once you have selected a name and design, you will want to conduct a "How_to_understand_different_types_of_trademarks.htm" search to ensure that no other organization is using the same name or symbol in connection with a similar business. More information can be found about trademarks and service marks at the United States Patent and Trademark Office. Finally, you are ready to go! Remember, a logo is only part of your overall branding strategy. "A brand without a personality, not unlike a person, lacks friends and may be easily overlooked." – David Aaker