When designing a logo, during every discussion in your logo design process, be it with a business partner, family or your designer, evaluate and critique what you are designing.
IIn other words: Don't think Pretty: Think Profound. Use a little notebook or open a file on your computer and keep track of logo designs that impress you
Even though designing a logo centres around colours, fonts and symbols, try and look at what the logo design says to you about the business it represents. Equally, it is just as important to make a note of logo designs that you hate and why. Your logo design will represent the very essence of your company. Think long and hard about everything you do for your customer, in particular the experience your organisation provides or could provide.
This needs to be embodied in the symbolism of your logo design or brand identity. List three ways in which your organisation is unique from it's competitors and bring them to the logo design process. In this highly competitive business age, designing a logo that works, may give you the edge when potential customers assess where to place their business.
Once the first stage of the design process has been completed and your designer has presented you with your initial concepts, show them to as many people as possible. Get feedback from customers, family and friends. Ask them what the logo design represents to them and how it makes them react. Get as much constructive criticism as you can. This process is often referred to as "Focus Group Exposure" and can prove invaluable in improving customer reaction to your logo design.
Creating a logo design for your business is not an overnight process and cannot be underestimated. The time taken at the concept stage will pay dividends if the process is a considered one, where input not only from your designer but also from you is used to develop a logo design that will represent your business for years to come.
Michael Luther is the head of projects at Ahika-Design. His role is customer facing and he is charged with the task of turning a client's idea into a winning logo that will result in greater market share and profits. He can be contacted at Graphic Design London
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