Are you in the process of starting your own business or redesigning your brand? If so, you’ll be looking to create or update your company logo – so stay with me, this post is for you!
Communicating the vision for your brand logo, to your graphic designer, will be critical in creating your primary graphic identity.
Whether you’re contracting a freelancer or using a service marketplace like Fiverr, 99Designs, or Guru, what and how you communicate will be the key to helping your designer produce options that capture the vision for your logo. Also, the more you can tell a designer about your company, the better.
We need to get this right, or at least close to right, because your logo is the centerpiece of your brand.
Today, I want to provide you with the right strategies for communicating the vision for your logo.
Here are 7 tips for communicating with your designer before the designing begins:
- Provide the exact spelling of your business name, optional tagline, and details about your business history, products, and services. This will help a designer understand your market, your value and your personality. Also, providing the exact spelling will help them understand if you have a double meaning or clever spelling.
- Explain to your designer the concept you are going for in your design vision. For instance, let your designer know you are looking for a design with “clever symbolism,” or a “modern” and simple design. Be as descriptive as possible and show examples.
- Provide 3-5 design examples of logos that you love and like. This will help the designer understand visually what’s important to you. Equally as important, emphasize what you don’t want in your logo design.
- Understand how many design options your artist will provide and how many revisions will you receive after you have chosen a “base design”? (Receiving 3 or more options and revisions is fair.) Some designers will limit your revisions or not provide any at all. Remember this is a design process – it’ll take time and you need someone willing to take the time to work with you to get things right.
- Listen to your designer when it comes to design elements, structure and best practices. I have created a lot of designs for clients that were creative, but did’t function well as logos. Despite my recommendations, the client wanted what they wanted, and as a designer you want the client to be happy, so you just create it. There are some logos I wouldn’t include in my portfolio because they just didn’t align with good logo principles. If you hire a credentialed freelancer, with a background and/or portfolio of great logo designs, trust they understand design principles and can create a logo with the right elements in mind.
- BONUS TIP: MAKE SURE YOU CHECK OUT THEIR PORTFOLIO!
- Make sure your designer will provide you with multiple file versions of your logo including but not limited to: the vector version (.ai/.eps), .jpg, .png, and .pdf. The most important will be the vector version of your logo, all other versions can be created out of this one file.
- Lastly understand ownership. Lots of designers use stock images that allow for limited use, so it’ll be important to get unlimited licensing for any stock images used. Trust me, you don’t want any legal problems. Also, in the contract make sure you include a clause to own the rights to the final design of your logo.
Remember, designing a logo is a creative process, and most designers like to get things right and want to present great choices for you. Working with creative people requires great communication and patience.
If your designer asks for a few more days to produce some options, consider giving it to them. Be firm in what you want in your design, and don’t hesitate to be honest about whether your expectations were met.
Get out of here and get to communicating! If you have used these tips, share with me your experience below in the comments below and don’t forget to subscribe to my email list if you like this content.