3 ways to prepare for working with a logo designer
The time has come. You’re ready to hire a designer to create your logo!
Perhaps you are starting a new business from scratch and you realize the importance of investing in professional branding. Or, maybe you’ve been using a logo that you DIY’d a couple of years back and it’s time for a makeover. Either way, this is a big step in helping to establish your visual brand and create a face and icon for your business that people will come to know, recognize and trust. It’s a big deal!
I design logos regularly. I book at least 2-3 logo packages a month, so I’m always meeting business owners who are excited to establish their professional “mark.” I have a certain process when it comes to working with someone — from the questions that I ask, to the number of concepts and revisions that I take care of, to how I deliver the final files. Most of the time, my clients and projects are very enjoyable and the process has smooth sailing. However, every once in a while, I hit a wall where a client doesn’t always know what they want or need. Now, I understand that they’ve hired me because I am the expert. However, when working with a designer, there are just few and simple things to consider and prepare for. You need to have some clarity on your end, in order to help your designer develop the best result for you — because it will allow their job and vision for you to be executed much easier and that’s a win-win for both sides!
1. Create a Pinterest board with inspiration that you like.
Pulling inspiration from Pinterest images is a great way to put together possible ideas for the direction that you want to take your logo. The same can be applied when it comes to color palettes, below. You can create mood boards with color swatches, patterns, textures and photos that represent the different shades and hues that you like. You can also create boards of other logos, designs and typography that you are attracted to. This isn’t intended for your designer to copy, it’s just to serve as an idea generator and for them to get a feel for the style that you want.
2. Although color can come later, still think about palettes.
I had an amazing client once who ultimately realized that the color palettes she thought of considering for her new brand were ones that she liked in her home, but not for her business. And, that was a great consideration! It even helped me to remember that just because you like to decorate with or wear certain colors, you might like something totally different in your professional life. Although some designers will present concepts in black and white, so that the focus can be on the design (which is important) — it’s still important to consider colors for the sake of what emotions they evoke. What look and feel are you going for? What do you want people to remember your business for? If you need help with putting together some combinations, check out this blog post on color theory.
3. Be clear on your direction, strategy, mission and values.
I saved this for last, but it’s the biggest and most important one. Sometimes, I might have a client come to me, excited about getting a logo designed. And, that’s wonderful! However, when you’re not 100% set on your brand in general – what you do, who you are, what you represent, what you want to be known for and why people should trust and hire you – it makes it difficult to establish an identity to represent it. There are things that should come first, before you start creating visuals. Do you have a business plan, mission statement, values, content and strategy in place or at least prepared for the most part? When these aspects are confirmed and you’re really clear on each one, a designer will be able to create an expression that brings your overall vision to life much easier! If you need to work with a brand strategist first to help you with those important items, definitely do so before working with a designer. Don’t put the cart before the horse.