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Choose Your Personality With a Logo

Unless all your revenue comes from one or two long-term business relationships[CW1] , branding is probably an important part of your marketing strategy. You need a visual identity that pops into your customers’ minds whenever they think of the product(s) you sell. However, a good logo isn’t easy to come up with, especially if you don’t know the first thing about design. Ideally, you want something that communicates what your company is all about but is simple enough to be iconic. Here’s how to secure the right graphic.

Where to Start

Before you worry about how much you’ll pay, you should spend a few minutes brainstorming ideas about what you want. Even if you haven’t drawn a single line in your life, you can probably determine some parameters for an appropriate logo. Ask yourself questions like:

  • “What are my business values?”
  • “What is my category?”
  • “What is my business associated with?”
  • “Do we take pride in something, like our location?”
  • “Who should the logo appeal to?”

For example, if you provide technology used in gardening, you probably want a sleek logo featuring a leaf or flower. If you’re a financial institution that operates specifically in one state, you might want a symmetrical emblem that features the state and implies trustworthiness. Thoughts like these will be a helpful foundation to either of the next steps you may take.

DIY Software

A number of developers have made do-it-yourself logo design software available on the internet for little to no cost. Slap together a few shapes and complimentary colors, add your initials and voila, you have your logo. Admittedly, it will look formulaic, but if brand image isn’t a particularly important part of your marketing strategy, then you’re all set. Make sure it doesn’t look like any other logos out there or you could be inviting trouble.

Hiring a Designer

If your logo needs to be highly original and carefully attuned to your specifications, then you’ll have to hire a designer. Unfortunately, Google isn’t the best place to start your search because its results are infested with what amount to sweatshop logo designs. You won’t pay much for these services, but the resulting image will be very low quality. Instead, begin your search on freelancer websites like Upwork, Fiverr or 99designs. Once you have some potential designers, look at their portfolios to find one that will be a good fit. For example, if you need a simple, sleek logo, a designer whose portfolio features intricately detailed sports mascots might not suit you as well as one who portrays slick minimalism.

The Design Process

Typically, the first thing a designer will do is strike up a conversation. A good designer will dig further into the sort of questions you asked yourself at the beginning of your logo venture. Next, they’ll sketch up dozens (or more) of ideas, pick the best ones and present them to you. You can choose one or a few for “refinement” and they’ll return after some work with a number of variations for each of your choices. The more you choose for refinement, the more work the designer is doing and the more you’ll end up paying in the end. Finally, you’ll choose your favorite variation and ask for final alterations.

Don’t expect to pay any less than $150 for a really great design. While that may strike you as expensive, remember that your logo can inspire trust or make your business seem second-rate, which in turn could have a very dramatic impact on your sales. View your logo as an investment and you’ll be sure to end up with professional results.