Feb 2011
Just exactly how do I really make sure my company logo is going to come out the way I want it?
When looking for a designer to create a logo, go prepared. He can shoot in the dark, but it helps tremendously to give some concrete ideas about what you like.

If you don't know what you like, and you use every designers nightmare request, "I'll know it when I see it", maybe start out by showing them logos that you don't like. Show them colors you don't like, fonts you don't like, and things that you know are NOT going to be part of your company's image.

The other thing that really helps your designer is to let them know the general types of design you like. If they are a good designer, they will be able to look at a magazine ad you show them (one that impressed you), and they will pull elements from that ad to incorporate into the 'look and feel' of your visual part of your branding.

The top 3 things to bring to the table, when meeting with your graphic designer:

1. Examples of other logos that you like or don't like
2. Colors that you like, that you identify with, that you gravitate to
3. Unrelated design examples that impacted you visually; striking examples of good design

When you apply these things to that first branding meeting, you will find that the logo design process will be less painful, there will be less proofing and reconstruction of the designs that are suggested, and you will have your logo in hand to use throughout your business media.

NEXT TIME... I'll talk about the file types that you should be able to expect from your designer. Here's a snippet... "...NEVER accept just a jpeg file, because you will not be equipped for..."
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