So, you’ve started a new business. Congratulations! Other than picking your business name, the logo and brand for your business is one of the first things you should start thinking about. Your logo is your identity and a visual representation of what your business stands for. It should make a statement about who you are as a company and should set you apart from your competitors, so it needs to be right from the very start. Working with an experienced graphic design artist is key. It will be one of the best investments for your business. Making a good first impression is critical for winning new business, so having a professional logo and consistent graphic design across all of your marketing is extremely important. We expand on this in our blog – “how professional graphic design makes you stand out above the rest”.
DO YOUR RESEARCH
So, you’re ready to meet with a designer to discuss your logo. What next? Make sure you do your research before meeting with a graphic designer. What colours do you like? Research competitor logos. What can you do to set yourselves apart from them? Research logos in general – what do you like, what don’t you like? Who are your ideal customers? What is your target market? What colours do you like? We expand on this in our blog – “does colour matter”. These key ideas will help guide the graphic designer to start on some initial design concepts for your business.
OUR PROCESS FOR LOGO DESIGN & CORPORATE BRANDING
We will arrange a time to meet to discuss:
Your ideas, expectations. It’s important to do your research before meeting with our team.
potential printed materials for the business
paper stock (if a specific print job is required after the logo is designed)
After our initial design brief, the design team will produce some initial concepts. This may be 2, 3, or 4 different examples of your new logo. This part of the design process is all about putting those initial ideas together for further discussion. Now we have a visual, what do you like, what don’t you like, are there any changes you would like to see?
The next step is when we will refine the initial concepts and produce a second proof. More often than not, the final logo design is confirmed in this second meeting. The logo is then prepared in a variety of formats and supplied to you as an eps (vector), JPEG (hi-res & low-res), PDF, PNG (web) and all associated fonts used. The design team also prepares a Logo Specification Sheet that also offers variations of the logo and also details of the colours used.
It’s important to discuss what printed material you may want for your business as it will help decide the best colours to use in your logo design. CMYK or Spot?
Spot colour can only typically be used for print pieces with 1 – 3 colours only. Print pieces using spot colour are bright and vibrant and are a great choice for printing logos, text and simple illustrations. Printed items such as business cards, letterheads work well with spot colour. Colours are reliably consistent from print run to print run due to this process.
4 colour process printing or CMYK stands for Cyan, Magenta, Yellow and Keyline (Black). These four colours can produce almost any colour imaginable. This is typically the preferred option when printing detailed artwork with images and graphics containing more than 4 colours.
If you wish to be able to print your logo in either format, our design can team can also offer the colour conversions for you, but it will be important to choose a colour that converts well to CMYK and Vis versa to avoid too much colour variance. Read more in our blog titled – “rgb, cmyk and spot colours”.