Designing your logo should be led by questions and evaluated by predetermined branding goals.
I don’t personally try to give clients a bunch of different logo options and have them choose which one they like best. I don’t think it’s a good use of time and I don’t think it gets great results. From questionnaires to video chats, the design process should be led by the specific details about the business & the branding goals. The goal isn’t to make something that looks good fit into your brand, but to have your brand fitted for the best look which communicate your business.
1) Identify Your Business:
Your business is the product or service you offer.
What products or services do you provide? Can you sum up your business in a way that makes sense to a stranger in one or two sentences? Sometimes you’ll notice your are too scattered and need to spend some time boiling it down, or you might have tunnel vision and miss the bigger picture of what space your of business really is. For example, one of my photography clients thought she was in the business of taking pictures when in fact her passion included cataloguing all the peripheral things happening in her subjects life. She would painstakingly want to know what their current hobbies, likes, dislikes, highlights and dreams were. Every client was different whether he was a 5 year old or college graduate. She niche wasn’t pictures, it was story telling the history of a person. With this focus in mind the branding and business strategy changed dramatically. Figure out what problem you are fixing. And, most importantly, why is that important? Once nailing down these answers you can move to discussing your brand.
2) Define Your Goals:
Your brand is your business’ reputation. It includes your mission statement & it’s how you do business.
What are you all about? How do you do business? Are you scheduled & professional? Are you chill & laid back? Fun? Modern? Traditional? What three words do you wish described your brand? Who is your target customer? If you find yourself stuck on defining these questions this is where a professional can help you talk through different scenarios and how you want to see your business grow in five years. With these clear objectives in mind, we can now talk about your visual identity.
3) Develop Your Visual Identity:
Your brand’s visual identity is the logo, fonts, colors, photography, etc.
“Do you like the logo?” This is not the best question to be asking when considering your business’ visual identity. Instead, go back to your business & branding goals. Does this clearly communicate your business? Does it communicate your brand? If you are aiming for a fun, laid back brand, you probably don’t want to go with rigid shapes, a serif font, and a monochromatic color palette. There are great looking brand which incorporate these things but it’s not a question of whether it looks good, or whether it can communicate your brand, but whether it’s the best design for communicating your specific brand.
Try asking friends and family what three words the logo communicates and measure those against your branding goals? Would hand lettering enhance the brand or would typography? What fonts communicate the overall style? Should there be an image mark with the logo or just text? Would your brand be best accented by warm colors, cool colors, pastels or something bold & vibrant? These are the sorts of questions a good designer will navigate through as they develop your brand’s visual identity.