Your business success literally depends on your brand. Part of developing your brand is to make your name and your product stand out from the rest. This starts with blending a good logo design that speaks to your company’s image with the appropriate perception by your customers that draws them to you.
Most successful business owners will agree that without name recognition, you are constantly fighting an even harder uphill battle to succeed. That brings up an interesting conundrum, but one that can quite possibly hold the key to success for any business. Obviously, advertising and “getting your name out there” is crucial, but what if that doesn’t work as expected? The answer lies in developing your brand, and one of the most important and vital aspects of developing your brand must be how your customers perceive your business or product.
One of the first steps in this process is one that is often overlooked or at least, not given the consideration it so desperately needs. That is, your logo. A logo isn’t simply a clever looking design that appeals to the eye. Instead, it is a carefully designed image or shape with little or no text that conveys much about the company. So, just how does a good logo design develop this kind of emotion or feeling in such a little space? The answer lies in the design capability of the logo designer.
The Creative Brief
Perhaps the most crucial aspect of design, especially logo design, is the ability of the designer to convey the company’s image by understanding what the company’s goals and abilities are. This is achieved through a document called the Creative Brief. This document is a questionnaire comprised of several specific and probing questions. The questions asked are designed to give the designer an intimate feel for the company and the message the logo will convey. The brief is not to be taken lightly. It is an integral part of the logo design process.
It’s likely that most companies will use their logo in a multitude of mediums, from letterhead to websites, and even on billboards. A good vector design from a logo designer will ensure that the logo will look and appear perfect in either of these situations. A vector design uses mathematical calculations of each line and shape, so when the design is enlarged or reduced, the details remain exactly the same as the original. This is how the logo could be enlarged for a billboard, for example. Again, this is another attribute of a logo designer who understands the needs of his clients.
While your brand is everything to your business, so should the perception be of your company by your customers and consumers alike. Great logo design is a serious part of any successful business and should be treated as such.