You need a logo for your business or organization!

Logos are everywhere – so much so that we don’t even register them half the time. And yet they can nonetheless heavily influence our purchasing decisions. Why? Because a logo – especially a good one – represent a business, organization or startup in a meaningful way that engages with people even when they don’t realize they’re being engaged. It’s important to understand the importance of a strong logo before undertaking to work on one’s brand identity.

So, why exactly should a logo matter to you and your organization?

Brand Recognition

Evolving technologies and trendiness aside, the number one purpose of a good logo design is successful brand identification – the rest will follow. That’s why it’s important that we as a designer possess an understanding of the environment you are operating in and the audience you’re speaking to. We create logos that are easily recognizable by a large cross section of people. It doesn’t need to be complex, and often it’s better kept simple. McDonald’s minimalist golden arches are the perfect example: they are instantly recognizable worldwide. Think of your logo, then, as the face of your brand. It’s the first thing people conjure in their minds in association with your brand, and it should represent the most crucial aspects of your story – without sacrificing easy recognizability.
(Starbucks recently simplified their logo by dropping the type. Considering that a 3-year old (who can’t read yet) knows the Starbucks logo means coffee it’s safe to say they have enough brand recognition for a symbolic mark to stand alone.)

Communicate Brand Values

A logo can accomplish a whole lot more than spot-on brand recognition. Their power can also be harnessed to convey your brand’s core values to your audience. Again, however, resist the temptation to overthink and make your logo overly complex. Instead, try to stick to one fundamental yet poignant idea or image, and avoid adding a whole range of details. Take the FedEx logo. At first glance, it seems pretty straight forward: large block letters in purple and orange. But a closer look reveals an arrow in the blank space between the “E” and the “X”. And really, what better symbols for “express” than an arrow? It’s simple, yet it effectively communicates speed, simplicity, and reliability – all desirable qualities in a shipping company.

Serves as a Strategic Tool

As previously stated, for maximum effect, keep your logo simple and versatile yet significant. Very important: don’t confuse your logo design with a piece of art. Although your logo should be pleasing to the eye, it’s far more about serving as a strategic tool for your brand. Your logo must give your audience enough immediate information to identify your company and set you apart from your competitors. It’s a common misconception that logos should be able to convey a hidden message, but this is both rare and unnecessary. As time goes on and your customers come to recognize and trust your brand, your logo will take on its own meaning. Even if you did fill your design with meaning and messages, a logo tends to be a blank slate until your audience comes to know it and draw their own associations.

Review the following questionnaire and give some serious thought to your organization and how you want to be recognized.
If you submit the questionnaire, we’ll review your answers and reply with a quote for you.

Logo Design Questionnaire

Name

First Name

Last Name

Company/Organization Name

Phone

(###)

###

####

Please write out the logo name exactly as you’d like for it to appear in the design (i.e. Indig Design Ltd., Indig Design, IndigDesign, indigdesignltd)

What services or products does your business or organization offer?

Who is your target market/demographic? Please include geography (are you targeting local clientele only or is it a larger market?), gender, age range.

Do you have a short tag line you will sometimes use, when appropriate, with your logo? If so, we will take this into consideration when designing your logo, but your logo should be able to stand on its own without the tag line as well (i.e. “You don’t have to be big to think big.”)

How would you describe your business/organization to someone who has no knowledge of your existence?

Describe your direct competition. Please provide addresses to their websites if available.

Are there any well-known logos that you particularly like? What do you like about them? What do you dislike about them? Are there any elements of these logos that you would like to use as inspiration for your logo design?

Please provide some adjectives that describe the feelings you wish to illicit with your logo. Examples: strong, exciting, warm, welcoming, inventive, humorous, feminine, serene, athletic.

What sort of style do you envision and how does it relate to your services/products. Examples of styles: modern and clean, old world, cutting edge/techy, vintage/retro.

Do you have any particular point of emphasis you want to see in the design?

Do you have any preconceived ideas about the design of your logo? Are there any elements that you would like to see included in your logo design? What elements from your old identity (if you had one) do you like or dislike?

Are there any images or concepts you DO NOT want to see?

Do you want your logo to include text only, text and graphic/icon, or graphic/icon only? If you would like to use an icon, do you have any specific themes for the icon that you would like us to consider? Do you have any particular images or symbols you associate with your product or company?

Do you have any color preferences or colors from an existing brand? Are there any colors that you DO NOT want to use?

Will the logo be used in print, online, signs or other materials? What are your plans for logo usage?

Would you like any addition design services to be packaged with your new logo? (i.e. website, business cards, envelopes, letterheads, promotional products, etc.)