WHY IS LOGO DESIGN IMPORTANT FOR YOUR COMPANY?
Sloppy and ineffective marketing is the cause of half of all businesses failures within their first few years, this includes forgoing logo design. If you are a sole proprietorship or small business that is waiting until a few clients come your way until you begin the process of designing a logo and/or marketing materials, here are some very important items to consider.
1. YOU NEED TO CREATE THE QUICKEST POSSIBLE ROUTE TO YOUR COMPANY’S SUCCESS
Creating a unique logo will add to your company’s visibility and credibility, two items that will help your business grow and achieve success.
2. YOUR COMPANY WILL APPEAR UNSTABLE
When your company starts and is developing its image, starting with one logo and then changing a few months later or even one year later to another logo, will create confusion for your clients. They may begin to wonder if your company changed owners. Overall, it can lead to the appearance of your company being unstable.
3. YOUR COMPANY WILL LOOK AMATEURISH
If you’re trying to make your architecture, engineering, environmental non-profit, landscape architecture, or urban planning firm the obvious choice for your clients, when compared to your competitors, using a logo that was not professionally designed – or no logo at all – will make your company look unprofessional. It could lend the idea that your company cannot perform to or meet the standards that your client is seeking. Therefore, professional logo design is essential in grabbing your potential clients’ attention and portraying professionalism.
4. YOUR COMPANY WILL LOOK UNREFINED
If your company does not have a “look and feel” that will attract your clients – especially in the environmental design field where design matters – it can make it appear as though your company doesn’t really matter to you. Potential clients may get the impression that you do not care how your company presents itself, which might lend the idea that your work may be of poor quality.
So while putting off logo design and development may seem cost-effective for an architecture, engineering, environmental non-profit, landscape architecture, or urban planning start-up, it could result in your start-up never getting off the ground. In turn, neglecting the time to have a professional design logo created could lead to your business folding when it would otherwise succeed. Ask yourself if you can afford not to invest in professional logo design?
NOW THAT YOU DECIDED TO CREATE A LOGO, WHAT SHOULD YOUR COMPANY CONSIDER IN THE LOGO DESIGN PROCESS?
There are two basic questions you should be able to answer before starting the logo design process.
1. WHAT DOES YOUR COMPANY REPRESENT?
This question, “What does your company represent?” should address your company’s goals, values, current, and future business. Where does your company want to be in five, ten, fifteen years (you get the idea)? Discovering what your company offers and promises your audience is important. Here are some questions you can ask yourself before starting the logo design process.
- What is your company’s business and purpose?
- What are your marketing objectives and why does your company want a new or redesigned logo?
- What are your company’s current goals?
- What are your company’s long-term goals? What is the plan for 5 years, 10 years, 15 years, 20 years time?
- Who are your company’s main competitors (this is important in discovering their brand)?
- What is the culture of your company? Are there certain behaviors that make your company different from competitors?
- Leaving economics behind, what is your company’s mission?
2. WHO IS YOUR AUDIENCE?
Because Global Site Plans specializes in logo design for architects, engineers, environmental non-profits, landscape architects, and urban planners, we know who you audience is – consumers of environmental design and so much more. But if you’re able to be specific regarding your audience, whether it’s public or private sector, residential or commercial, sustainability-focused, industrial, etc., then we will be able to serve you better during the logo design process.
- Who is your company’s audience? What? When? Where? Why?
- Is your company attempting to gain a new audience?
- How does the audience currently view your company?
- How does your company want the audience to see the new brand/logo design?
- What response should the target audience have to your company’s logo?
Answering these questions prior to beginning the logo design process will help Global Site Plans develop your new or redeveloped logo and brand identity. Once these questions are answered then we can both move onto colors, type, imagery, and symbolism – the fun design part.
7 LOGO DESIGN MISTAKES THAT GLOBAL SITE PLANS WILL NEVER MAKE:
1. RELIES ON TRENDS
Trends come, go, and ultimately turn into clichés. A well-designed logo should be timeless and this is achieved by ignoring the latest design tricks and gimmicks. When Global Site Plans sits down to design your logo, you will always receive a unique logo that fits your company identity. We will ignore logo trends and focus on a timeless design.
2. USES RASTER IMAGES
Logo design standard practice is the use of vector graphic software, such as Adobe Illustrator. A vector graphic is made up of mathematically precise points, which ensures visual consistency across multiple sizes. The alternative, of course, is the use of raster graphics software, such as Adobe Photoshop. A raster graphic – or bitmap, consists of pixels. You can be sure that whether you enlarge the logo that Global Site Plans designs for you into a large format print – for say a billboard – or you reduce the image, it will always be of the highest quality. Your logo design will always maintain visual consistency.
3. CONTAINS STOCK ART
Your architecture, engineering, environmental non-profit, landscape architecture, or urban planning company logo should be unique and original. And if you’ve hired a logo designer in the past that has utilize stock art, that was a big mistake. Global Site Plans guarantees that stock art will never be used and your logo will be as unique as your company. Chances are that if stock art is used, someone else is also using it in the world, making your logo no longer unique. In addition, while downloading stock vector imagery from websites is not a crime, incorporating it into a logo that you may eventually copyright, just might be.
4. TOO COMPLEX
When printed in small sizes, complex design loses its detail. In some cases, it will look like a smudge, or worse, a mistake. The more detail a logo has, the more information the viewer has to process. A logo should be memorable, and one of the best ways to make it memorable is to keep it simple.
5. RELIES ON COLOR FOR ITS EFFECT
This is a common mistake of logo designers. Some designers cannot wait to add color to a design, while some designers rely on color completely. Choosing color should be the last decision, so starting in black and white works best. At one time or another, your company will need to display your logo in one color – black and white – so it’s best to start the design process in black and white. If color is used to distinguish certain elements in the design, then when that day comes, your logo will look completely different in black and white – one tone.
6. POOR CHOICE OF FONT
Choosing the right font is among the most important design choices Global Site Plans can assist you with making during the logo design process. And finding the perfect font for your logo design is all about matching the font to the style of the icon, or image. However, if the match is too close, the icon and font will compete with each other for attention, but if it is opposite then the viewer will not know where to focus. The key is to find the right balance.
7. UTILIZES TOO MANY FONTS
Along with a poor choice of font, a designer could also use too many fonts within the logo design. Global Site Plans will always find the perfect balance for your logo. Using too many fonts is like trying to show someone a whole photo album at once. Seeing too many fonts at once can cause confusion. Using a maximum of two fonts of different weights is standard logo design practice. Legibility and brand recognition is maximized when the number of fonts is restricted to two.