Many people who have never made a successful logo think they can do it themselves. It’s fun and it feels like an extension of their ego. They like it and all their friends like it, so they are sure it will work. Don’t do it. You and your brand are much better off with a professional logo maker.
To find the right logo maker, consider their previous success with logos in your general field, whether its software, web, hard goods, or services.
Your logo must satisfy many varied requirements of brand identification, customer perception, and marketing realities, all in one image. The right logo maker can identify the best solution, but only if you communicate the logo’s needs properly. Here are 5 considerations that will help you communicate with your logo maker:
1. The Venue. Where is the logo going to be used? On a web page, footer, product, package, brochure, or big sign? All of the above and more? Are different versions of the logo needed for different uses? What is the attention span of the viewer? One second? Less? How far away will the logo be viewed? Is it clear and easy to understand given the attention span of the viewer?
2. The Message. What is the promise of the brand? What impressions and perceptions are communicated by the graphic image? Does the image show what you do or produce? Does it convey some attribute that distinguishes your product or service? What do you want to tell the viewer with your logo?
3. The Elements. What colors will be used and why are they appropriate? Will the image be surrounded by space or go out to the edges? Will there be copy incorporated into the logo, or will it be all graphic? Will its shape be square, round, oblong, triangular, or some other shape? Will it be an object or an abstract?
4. The Feeling. What is the emotion you want to evoke with your logo? Is it value, speed, efficiency, permanence, dependability, or some other attribute? Is it compelling? Does the viewer identify with it and how? What emotions do you want the viewer to feel? Does it entertain, grab attention, cause a need, or satisfy a desire? Is it familiar or something new?
5. The Competition. What logos are your competitors using now? Does your customer or the distribution system expect your logo to look similar? How will your logo stand out from the competition? How will it convey an alternative, added value, or distinguishing characteristic? Is your logo going to appear along side your competitors in certain venues?
By considering these issues and their related questions you can begin to determine priorities and better focus on what you want your logo to do. Then, when you do find the right logo maker, you can better communicate your needs and desires. The logo is the flag everyone salutes – or not. So spend some time with these questions before you hire your logo maker. The right logo will be worth a thousand words.
Who Are We.
Having built and sold a bestselling national brand, we appreciate the value of brands and everything it takes to make them successful. Companies are valued by their brand equity. Achieving and maximizing brand equity requires tremendous respect for all your customers, from your wholesaler to your end user.
Starting in our laundry room with no money and no knowledge of the industry, we built the famous Barefoot Wine brand. We learned a lot they don’t teach in school and much of it the hard way. Although our success was in consumer products, our real world experience will be helpful to anyone looking for information and advice about brands.
We have written the New York Times Bestselling Business Book, The Barefoot Spirit: How Hardship, Hustle and Heart Built America’s #1 Wine Brand, which chronicles the history of the famous brand from its inception through its acquisition. Our book is now required reading in schools of entrepreneurship across the country. We hope this book will provide inspiration and encouragement for all those contemplating starting a brand or wanting to improve their existing brand.
Michael Houlihan and Bonnie Harvey
-Barefoot Wine Founders