Working with a Designer: Top 5 Logo Design Tips for Entrepreneurs
As a designer, I regularly work with clients who are launching a new business and are in need of a logo and branding. They're savvy entrepreneurs who are excited to give their product/service an identity, but may not know where to start. In fact, they may not have any ideas of what they want for a logo, or consider themselves to be terribly creative... That's okay!
This is where I come in.
Having a designer on your side to help shape your branding is one of the most valuable assets you can have when starting a business. Your logo is the cornerstone of your branding and sets the tone for what's to follow once you announce your business. Remember, you only get one shot at this! Making thoughtful design choices with your designer will help save you time and money in the long run - and set you up for success.
I was recently invited to do a Facebook Live Interview for Mama Hustle Co., where I was asked to give my top tips for entrepreneurs looking to develop a logo.
Here's what I had to share:
TOP 5 LOGO DESIGN TIPS FOR ENTREPRENEURS
1. Understand your competition
Before starting work on a logo design concept, ensure you research your target market thoroughly. Look at other logos within your same field of business. (What do you like about them? What do you not like about them?) Sure, sometimes you won’t know what you like until a designer presents you with options – but being able to pass along what you know do not like can be helpful during the early design stages. Do your research and weed out ideas/colors/fonts that do not appeal to you and your brand.
2. Find a designer that is a good FIT for the project.
Don’t be afraid to interview designers a bit. Look at their past work, look at their style and ask for references to discover what they're like to work with. Also, find out what their hours of business are. (Do they mesh well with your timetable and how you like to work?) Finally, find someone who sounds excited about what your business aims to achieve. Ask yourself, would you hire them to be a part of your team?
3. Always request a vector file from your designer
Countless times clients have asked in a panic, “Can you send my logo over to our printer in a 'vector' format? I have no idea what this means! Ahh! Help!” Here's the deal with vector files... Vector graphic files store the lines, shapes and colors that make up an image as a mathematical formula. A vector graphics program (like Adobe Illustrator) uses mathematical formulas to construct the screen image, building the best quality image possible. The mathematical formula determines where the dots that make up the image should be placed for the best results when displaying the image. Think of it this way... a vector file allows you to increase the size of your logo without it ever losing its resolution. This is key. Unfortunately, I do run across clients who do not have a vector or high resolution (300dpi) file of their logo. This greatly limits how large their logo can be printed. Often, they have a very small 72dpi jpeg of their logo that can not be used for larger print jobs. Moral of the story? Be sure to find a designer who can offer a full logo suite for print and web – including all fonts and that ever-important vector file for large jobs.
4. Think about HOW your logo will be used and where it will appear
Once you've hired a designer and you're reviewing drafts they've presented, be sure to consider the following: Can the design be easily reproduced across various mediums? Print collateral is one thing – but how will the logo looked embroidered on a shirt for example? Will the logo look good in one color or in all black? The more versatile your logo, the better it will translate across your collateral and marketing.
5. Recognize that the final decision is yours
Yes... even if you have a team you go to for input, YOU are the one who has to live with your logo night and day on your letterhead, business cards, etc. Your team is there to give you different perspectives, your designer is there to help guide you – but no one knows your brand better than you.
Need help building a new logo or launching your brand? Send me a message and I'll be happy to answer any questions and discuss next steps.