Struggle with logo design. How to find ideas?
Logo designing for small business. What I should include in my logo? Do I need to follow the trends? Should I choose what I like?
These and many more questions are asking themselves, small business owners when they decide to create a representative logo for their brand. I would like to answer these questions. I will also share some questions that you should ask yourself when creating a logo and contacting the designer. These are very helpful to achieve the expected results.
What should I include in my logo?
If you’re just starting the best idea is to show the company name. You can choose a logotype – which is a typographic (made by arranged letters) company name. The example for that is ZARA. You can also choose logo made with typography and signet (the imaginary part, symbol, drawing), which example is my last project FOX + IRON logo (above).
"There are many factors and personal preferences which will affect your decision. Sometimes you just feel right about a certain design."
Do I Need To Follow The Trends?
The short answer is no. I do recommend checking the competitors and being inspired by the trends, even following some elements of it, but definitely don’t check the most popular logo and use it for your brand. It won’t differentiate you from the others.
Logos could be similar in some way, but if that is a result of a study of a brand personality and research, it’s fine, as long as it fits YOUR style. I will agree that as a designer I have a specific approach and style (minimal logos, botanical illustration, hand-drawn logo designs) and that’s the reason why the client choosing me for their project. Instead of following the trending design styles, will be good to find the logos you like, to look for inspirations on Pinterest, Instagram, Behance etc.
"By sending examples of the logos you like to the designer, you're sending the message about preference and your brand personality approach."
Your choice should be based on what kind of business are you representing and how you’re going to use the logo in a whole brand picture. I will give you an example of a candle making brand. If you’re going for a whole minimal look, and you’re focusing on unique jars, super quality label print, you may like the idea of a logotype. It won’t distract from the overall brand feel. If you like the idea of the organic, clean look, and you want to express the brand personality you might want to show it through your logo more by adding the signet.
The example for that is the hand-drawn logo and labels which I’ve done for Good Karma Home Apothecary.
I’ve also received questions about the tagline. I will say that: if you want to add it – keep it simple and very short. You don’t need always stick it to your logo, but it might be a good idea to see how the expression will sit together with the logo.
Should I choose what I like?
Yes and no. That depends on if your business is an expression of your personal life. If you are a garden designer for example, who specialize in Zen gardens, and you’re all about the meditations then yes! Ask the designer for advice around it as well. You may have an excellent idea but for example, the logo won’t work in print because it will be too complicated and unreadable.
What information include in a brief for a graphic designer?
To make it as easy as possible please follow this questionnaire. These are the questions I usually ask as a graphic designer, it helps me understand your brand better and your goals.
- Describe your brand: what’s your company’s name, what you’re doing.
- What is your company personality and what’s your target audience? What kind of impression would you like to make? E.g. Friendly but elegant, or luxurious and contemporary, professional service, crazy and outstanding. Who are your clients or what audience you think you may have ( if you’re starting)?
- Which logos you like and which don’t? Attach some examples from Pinterest or Instagram or Logopond. These are good examples of what your style is, so the designer can see what to avoid and what to include.
- If you have any specific colours in mind, or logo element, which you want to include in the logo, share it with the designer.
How I can help?
I can help you with the whole process and makes your ideas live. My approach is simple: create the logo as a reflection of the brand and make it functional. I can help you with the process of choosing a name, type of the logo, colours for your brand and much more. Contact me to find out more about logo designing for small business. Check my recent work on Instagram and have a look on my portfolio page. Feel free to ask any questions, I’m always happy to help.