As a small business owner, especially if you are just starting out, the question always rises: what basics do I need to
present and market my new business? The answer is: Just as important as
choosing your business’ name is the visual identity that comes with it.
The logo design is the core of your business’ visual
identity. Your visual identity is your business’ face to the world and should
give a coherent impression across all material and media. It will communicate
professionalism and integrity to your clients and ultimately be a key factor to
attract clients to your business. Visual identity typically includes: logo,
business cards, website, social media outlets, promotional items etc. The logo,
the core of all these items, gives the guideline for choice of color, form and
overall visual feel of your brand and marketing materials.
Before getting into the design process and hiring a
designer: here are a couple of questions you should ask yourself – The answers
should be easy for you, as you probably have already spent ample amount of time researching
these questions and formulating your business plan:
- What does my business represent?
- What is my business’ mission?
- What is my target audience?
- What does my competition do and how do I want to distinguish myself from them?
A good designer, besides aiming to get an impression of who
you are as the representative of your business, will want to know the answers
to these questions in all detail; because the logo should, in visual form,
represent and integrate all these things. Taking your target audience into
account is crucial, since it will be one of the deciding factors, how your
future audience will respond to your business. Is what your business’ visual
identity communicates in line with your message, mission and the value you
propose? If the answer is ‘yes’ then your visual identity will support your
marketing strategy.
So, before going out to find a designer, be prepared and plan
ahead, for good logo design takes time and is not something that can be rushed
and done in a matter of days. Remember: haste most often is waste.
How do I know the
designer I have found is good?
First of all, beware of the following: Asking a family
member, friend or neighbor who knows ‘a little bit’ about Photoshop to create
your logo is not the right way. After all, you put lots of time and effort into
your business plan and idea and coming across as professional. Why wouldn’t you
take the same care for giving your ‘baby’ the nice face and clothing it
deserve. Saving money at all cost is not the answer when it comes to logo
design. Remember, you get what you pay for. There is countless start-up
entrepreneurs, who hired a logo designer for just $85, only to be disappointed
with the outcome: having an image that has nothing to do with what they plan to
do, who they are and being denied any changes that ultimately would not lead to
any better results anyway. A logo should
always be an original design and not include any generic stock graphics or
images.
Here are a few points
that will help you recognize you have made a good find
Well, a professional designer will usually give you a
detailed quote for your planned design project. The quote should include:
- An objective: a description of the designer’s
assignment
The process, ideally, should start out with a detailed
discussion of your business, its objective and the questions mentioned above.
Best is a face-to-face meeting, because it will give the designer a chance to
get an impression of who you are, your personality. And when you describe your
business’ mission, vision and idea, you usually communicate more that just the
words you say; short: a face-to-face meeting will give the designer a full
picture of you and what your business is about. A good logo design might even
reinforce the qualities of your personality that you want to grow as a business
owner, such as having a design that mirrors and supports more of your outgoing,
extraverted qualities instead of the shyness that you also have, but which will
not necessarily be helpful in growing your business.
So, ideally the first item on the quote, the objective,
should contain a detailed description of the designer’s understanding of what
was discussed at the first meeting and what the logo is aiming to represent and
accomplish. This way, you can review everything and misunderstandings in this
important first phase can be kept to a minimum.
Second item on your quote should be:
- Design phases and number of drafts included in each
phase
The usual process for any design project has three phases:
initial draft, second draft after review of initial layout, which will
incorporate changes that were discussed after the first review. And a third
phase, which will incorporate discussion and requested changes after the second
review, before the designer proceeds to creating the final design.
Every designer operates differently, but the general rule
for most is three draft versions for the first phase of the design process.
Most likely the designer will produce a lot more versions in the brainstorming
phase, but most will select the three best versions to present to their
client. In the second phase then, the
designer will produce additional versions of one selected favorite direction.
These versions will again be reviewed and refined until one reaches the
finished design. Depending on the price you pay, the designer may, in the
second phase, produce variations of two favorite logo concepts. In most cases,
however, one particular design will clearly emerge as a favorite.
Other items that should be discussed, and ideally be included
in the quote should be:
For a logo design, all copy, reproduction and usage rights
should usually be transferred to the contractor (business owner, who hires the
designer). Copyright information should include info on time frame and
geographical region and realms that it is used in (print, digital).
Doing this (transferring all rights), instead of just
selling usage rights is one reason, why logo design has higher fees than
designing any other visual material.
Regarding the copyrights, in some cases, the designer will
want to put a time or geographical limit on the granted copyrights. This gives
an advantage both ways, for the contracting business owner and for the
designer. Imagine the scenario that a small corner store coffee house becomes a
worldwide franchise giant like Starbucks or a shoe designer becomes a
world-renowned brand like Nike. The designer, initially giving a good price to
a mom and pap store, would miss out on the success of a brand that advertises and
rakes in millions years down the road. So, setting time and geographical limits
to the transferred copyrights is an agreement between the contractor and the
designer, for the designer to: giving the start-up business a financial
advantage by offering the initial design at a lower price than a logo design
usually would be, and for the contractor to: honor the designer’s work by
reviewing the business together after a couple of years and, if exponential
success has been achieved, pay an appropriate fee for a design that has played
an integral role in the brand’s success.
Next on the list is:
A logo design should always be created as a vector graphic.
A vector graphic allows to be scaled to any size without loss of data. This
means it can be reproduced very small on a letterhead or business card or
promotional item like a pen or as big as on a billboard, but it would always
remain the same quality. If the design was done in Photoshop, it would be based
on pixel values and large display in good quality would become impossible.
And, last, but not least, the quote, of course should
contain the
- Price for the service (for a logo design it
usually will be an agreed upon flat rate
In addition, the quote should address questions such as:
- What happens should there be changes requested
in addition to the ones included in the initial price? Will there be a fee and
will it be an hourly rate and how high is it?
- Is there any fee involved, should the project be
abandoned?
Another item on the list could be:
Is there information that the designer might need from the
contractor or that contractor and designer have agreed upon, e.g. images that
represent the contractor’s vision and/or might otherwise be helpful in the design
process, e.g. a written description of the business idea, like excerpts from
the business plan or competitors logos that the client finds successful or that he or she wants to distinguish herself from.
Conclusion
Creating a detailed quote like this gives security to both
the contractor and the designer. The quote, when both agree on the items and
terms, can function as a work agreement and will eliminate misunderstandings and
problems down the road. A good and open discussion of all items will make the
design process an exciting and enjoyable journey of putting a new business on
the road to success.
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Thank You, Readers: we hope this post contained some helpful tips for you. Please share your experiences and any thoughts or questions on this topic.