Important Factors In Professional Logo Development

Who is your target market? A target market is who you feel will more-than-likely purchase your product. This is usually done by considering the type of people who have been your clients; find out their age, financial situation, preferences, etc. There is a huge different between designing a logo the affluent and one for blue collar workers. Make sure you have thoughtfully considered the people who more-than-likely need your product or service.

What is the single most important point you need to convey with your logo? The average person will spend about 3 seconds looking at your logo. If they can’t understand what your business is about in that time frame, that logo is ineffective regardless of how it looks.

In today’s world, people want to know what you do and quick; they don’t think about intricate, obscure, deep-seated messages. There are a few exceptions, but for 99% of the general public, they simply want to know what you are offering at a glance.

SIDE NOTE: There is a common rule in the design field: K.I.S. - Keep it simple. This is more true today than ever, especially in logo design.

Important Considerations:

  • Don’t have an overly complicated logo designed. In today’s world of advanced graphics-based applications, designers are beveling, shadowing, layering, using multiple fonts, and ghosting logos which is the equivalent of a graphic design effect buffet. In logo design, “less is more”.

  • A logo should be clearly seen at an inch or so. Too many effects will not translate well to envelopes.

  • A logo should work well in full color, two color, and single color.

  • When all is said and done, test your logo. Take it to friends and show it to them for about 3 seconds and ask them what you are trying to convey. If you have to explain anything, send it back to the drawing board. If you have friends who you consider part of your target market, ask them what they think.

  • Stick with it. Once your logo is designed, use it for everything. Saturating your intended market with your logo will help reinforce your business as an industry leader. Minor adjustments and updates are acceptable, but too much at a time can lead to brand confusion.

  • Think of the simplest way to translate your business and integrate that into the graphics of your logo.