How do you make a good logo?

That’s a good question to ask – and it’s the million dollar question for the 2012 London Olympics committee to answer. But unlike them, your logo shouldn’t cost you a million bucks.  Here are few guidelines for you to consider as you design your logo.

What is a Logo?

• It’s a visual representation of your company
• It’s part of your branding engine
• It’s as unique as a face.

What it is not?

• It’s not the only marketing tool.
• It’s not cast in stone.  Logos change and develop over time.
• It’s not the silver bullet – a new logo won’t fix your sagging sales.

What elements make a good logo?

Let’s see what design elements need to go inside a successful logo. Other than the creativity aspect, a good logo must:

• be simple
• be easily recognizable
• reflect you

What are dos and dont’s of designing a winning logo?

Now that you have an idea about logo elements, how do you go around designing one? Here are a few do’s and don’ts about the design process:

• Do Brainstorm a list of “Ons“ and “Offs“ that your logo should have. These could be simple design elements as colors, text, symbols, emotions, and themes.
• Do research your industry to see what kind of logos your competitors and partners have. Figure out what elements you like in them and what you want to avoid.
• Do hire a professional graphic designer to help you create your logo. Make sure your designer agrees to various different composites and multiple iterations of the top designs.
• Do think of your entire corporate brand as you develop you logo. Don’t think of it as a “one-off-thing”, but as the tip of the iceberg of your brand.

These are the points your Logo should have, but now how about the things you should stay away from? Along with the obvious, I’ve listed a few below:

• Don’t DIY logos: Unless you have a graphic eye and are comfortable using professional graphics software, stay away from designing the final logo yourself.
• Don’t “Cookie Cutter” your logo: Use of stock photography or websites that provide a “logo maker” tool are a complete No-No.
• Don’t go cheap: Stay away from $50 designers that you can find on Google as sponsored links. These guys will create semi-professional logos at best.
• Don’t make your final logo with any raster images. It should be all vector based so that it can scale well.

Who do I hire and how much does a logo cost?

Use a reputable local design agency that you can interface with to reflect your company culture, mantra and personality. You can use a one-man show or a large design house. It really depends on your budget and the importance of your branding engine.  A good enough simple logo starts off at 500 dollars and can run up to tens of thousands with field tests and focus groups.

How do I know if my final design is a good Logo?

Answer this question by applying  the Logo Tattoo test. If your company was your adult child (your big baby), would you be comfortable if she were to get that logo as a tattoo? This answer tells you what you want to know.