When you think about Coca Cola, would it be possible to imagine its identity with a different coloured logo? Same for other notorious brands that come to mind and have a visual impact directly linked to their brand.
Good logos become part of the brand itself in such a way that changes are out of the question, because their benefits are less than the possible damage. It is not that people won’t be buying the products due to logos being modified, but their familiarity and relativeness could be lost, with negative effects on the long term. This is why it is fundamental, no matter if you are a a modern minimalist business or a worldwide corporation in a rebranding process, to take your time when deciding who is going to come up with the most creative logo for your business. But creativity is not the only criteria. We made a checklist for you, so that you are well informed and know what to look for.
1. Practice makes perfect, they say, and it is true for logo design also. It would be better if the company you pass this responsibility to is one who previously had clients in the same niche as you, so that you can see for yourself the impact it had upon their position in the market, sales, notoriety, etc.
2. Client orientated approach. It doesn’t matter if what they propose is above and beyond anything that was ever designed until now, if it doesn’t appeal to you. Therefore, you need to be fully satisfied with their work, so good and close communication is key. They should require a brief from your side and adapt to your feedback.
3. Practical aspects. A logo needs to be bold, convincing, appealing and easy to remember. But all these have to be 100% compatible with its use on different products. It should fit all possibilities, trends and SF ideas you may have in the future. So the ones designing it should think about all these and many more, so that your options are never limited because of it.
4. A logo is a symbol. It says more than words and it talks to a different kind of listening layer in your current and future customer. This is why it has to be one to make people wow out loud when seeing it for the first time.
5. As it is a representation of your business, values, objectives, culture and view upon the world, it is mandatory that the logo proposed has a vital link to your company, a noticeable and unbreakable one. This should not sacrifice the creativity factor, it needs to be something you always have in the back of your mind, helping you stay connected to the real world you are part of. Great logos can do all things at the same time, without compromise.
These being said, you need to look in portfolios and see whose style you are more compatible with. Then check for reviews of the previous customers of the logo designer you’ve chosen in terms of delivery, because nobody wants to wait too long for something that seems to be of upmost importance. And then take a leap of faith and transfer all hopes and dreams to them in order to have these represented in a symbol that needs to stay with you forever and ever and help you grow.
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