Navigating the world of logo design can be daunting, especially if you don’t have a design background. This guide provides essential information for non-designers to understand the logo design process, key terminology, and what to consider when commissioning a logo.
**New Logo or Redesign?**
Before searching for a designer, determine whether you need a completely new logo or a redesign of your existing one. Redesigning an existing logo is often more cost-effective than creating a new logo from scratch.
**Choosing a Logo Design Service**
A multitude of companies offer logo design services, each with varying prices, concept options, and revision policies. Some may also offer business stationery design. Let’s explore these aspects in detail:
* **Price:** While tempting to opt for the cheapest option, remember that quality often reflects the price. However, the global nature of online design means you can find reasonably priced logos. Expect to pay around $100 for a satisfactory logo. Crucially, determine if the design company uses clip art or creates custom logos. Custom logos are superior as they offer exclusivity.
* **Number of Concepts:** This refers to the number of initial logo ideas presented after you complete a design questionnaire. Having multiple concepts allows for greater choice and exposure to different styles. Revisions then allow you to refine your chosen concept.
* **Number of Revisions:** Revisions are the modifications you can request for your chosen logo concept without incurring extra charges. This includes changes to color, font, graphic elements, and their arrangement. More revisions increase the likelihood of achieving your desired logo.
* **Turnaround Time:** This is the time required to complete your logo design. Typically, the design process takes 3 to 10 days. Some companies offer urgent services at a premium.
* **Number of Designers:** Some companies highlight the number of designers working on your project, suggesting a broader range of ideas. However, it’s difficult to verify the actual number of designers involved.
* **Stationery Design:** Opt for a logo design company that can also design business cards, letterheads, and envelopes for a cohesive brand identity. They should provide multiple stationery concepts for you to choose from.
**Important Considerations When Working With a Logo Design Company:**
1. **Number of Colors:** A logo with fewer colors is generally cheaper to print.
2. **Print-Optimized Files:** Request files optimized for both home and professional printing (e.g., TIFF, PDF, JPG, EPS).
3. **Source Files:** Always request the source files (e.g., AI, CDR) for future editing and scaling.
4. **Avoid Photos:** Using photos in a logo can make it look unprofessional and cluttered.
5. **Logotypes with Acronyms:** Logos using only acronyms or without the company name can be challenging to promote, especially for new businesses. Acronym logos are better suited for established brands with significant marketing budgets.
A logo is a crucial asset for any company, playing a vital role in successful marketing. Invest in a good logo from the outset, as redesigning later can be costly due to rebranding efforts, stationery updates, and changes to signage and vehicles.