If you decide to order a logo from an online provider it is paramount that you do some research before making the final decision. Think twice but design it once! Choosing the right company can be time consuming and finding one may take your search well beyond the first two pages of your search engine. Here are some tips on how to get through the clutter and what are the areas you should focus your attention on.
Price is one of the strongest motivators, especially for start-up companies. Many firms with limited budgets either ignore the importance of logo design, or outsource it to low cost providers, such as amateurs or cheap-and-cheerful online logo houses. The result is usually less than unique, often being based on old rehashed designs or out-of-date logo templates. Since the corporate identity has the power to establish you either as a professional organization or an amateur one, it is critical that it be created from an original concept.
TIP: Don’t get fooled by logo houses offering logos for ridiculous prices. Too often we hear horror stories from disappointed clients complaining about the lack of professionalism and design skills when dealing with unqualified suppliers. Good logo may cost a few dollars more, but will pay back many times over in the long run. Remember, you get what you pay for.
For visually sensitive clients logo samples are the quickest way to tell the difference between the good and the bad. Unfortunately world-wide-web provides way too many opportunities to enhance logo portfolios with over-promising samples and attractive clip-art templates that for an untrained eye may appear as honest logos.
TIP: Try to see how well the logo samples visually reflect the name of the company or the type of businesses they represent. There are a few other important requirements of a good logo. A good logo has to be immediately recognizable and identifiable. It also has to be legible in various sizes, from very small to very large and it should work well in different applications like print, web, packaging, etc.
Another great indicator of what you can expect from a logo provider is the delivery time. If someone promises a logo within 24 hours, try to stay away from it. Research and development of strategically sound logo can take as long as a week or even longer.
TIP: Look for these steps in a logo design process when choosing an online logo house:
Step 1. Research and brainstorming
The research should include gathering of information about the competitive landscape, case studies and visual audit of existing logos within the industry. This will help to focus designer’s attention at the key areas, ensuring the final result is both aesthetically pleasing and strategically effective.
Step 2. Sketching
A ‘hand-crafted’ design process of sketching the logo concepts on paper before transferring to the computer is an integral part of the creative process. This helps to guarantee the originality of the logo design and ensure that it is powerful, recognizable and unique.
Step 3. Computer rendering of the selected design
This stage involves transferring of the favorite logo ideas from paper into computer. Computer generated renderings will have more finished look and will help you to choose your favorite design.
Step 4. Refinement of the selected design
After you select you favorite logo concept, all logo elements, including color, typography and iconography should be adjusted and perfected for final approval. After the design is finalized, the logo should be delivered to you saved in all standard formats including fully scalable & editable AI, EPS, TIFF and JPEG files for Internet and print.
Before you decide to work with anyone, you should try to find out what other clients thought about their work and the process.
TIP: Whatever the testimonials say, you’ll have to take it with a grain of salt. You’re best off trying to see if any of the testimonials have logos attached and see if you can find any of them on existing websites.