How to choose a Logo

As a small business owner, you appreciate the importance of standing out and making a lasting first impression. An impactful and recognizable logo helps people remember your company, but knowing where to start in creating one or refreshing your current identity can be challenging.

So, with that in mind, I am happy to offer you some practical advice when it comes to choosing a logo. I have a wealth of experience helping big brands and small businesses express their values visually.

1. Understand the purpose of your logo.
   • Your logo should be a visual representation of what your company does, and help existing and potential customers recognize your business.
   • An effective logo design:
     • Symbolizes your business values.
     • Increases credibility in the eyes of potential customers.
     • Serves as a visual keepsake for customers.
     • Is versatile. It should work in a variety of sizes, with clear and easy to read text, even from a distance.
2. Put some thought into it.
   • ESSENCE: Ask yourself what you want people to feel when they first encounter your company. Consider the words they would use to describe using your products or services. These words are the essence of your business.
   • ATTRIBUTES: The next step is to create a list of business attributes to give you a clear communication goal.
   • AUDIENCE: Who is your audience? It’s important that your logo visually appeals to this group.
   • COMPETITION: What do your competitors’ brands look like? Let’s make sure you stand out from the competition!
   • PLACEMENT: Knowing where most people will see and interact with your logo is crucial; what will be your main advertising method? Online (social media, website)? In print (menus, flyers)? On the go (vehicle or billboard), etc.?
3. Decide how you will best be recognized by your audience. Consider these three basic types of logos:
   • WORDMARK: text-only identity which is ideal if your business has an established reputation or uses a family name.
   • LETTERMARK: This identity combines a monogram (the first letters of the company name used in a visual way) with a company name. Should your company’s initials be its most recognizable feature? A lettermark provides both a visual representation of your company and a verbal recognition of your name.
   • LOGO: This identity combines imagery with words. Would your company be best served by having a visual clue to the service or product you offer? A symbol coupled with a company name creates a recognizable and enduring look.
4. Get help from an expert. Once you’re done the legwork we will meet to discuss what you’ve learned. Think of this initial brainstorm as the foundation you’ll build your logo around. The imagery and colour palette we settle on should:
   • reflect the essence and attributes of your business in their look and feel, while clearly and effectively communicating them to your audience.
   • make your logo stand out against the competition and wherever you plan to place it.
   • balance your design elements.
5. What to expect next:
   • I will create a few designs based on the information provided and we will meet to discuss. This proofing process repeats until a design is finalized.
   • Once approved, I’ll provide your logo in a variety of formats based on your needs.

Now that you’re armed with all that knowledge, let’s sit down together
and plan your next project!