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Branding considerations when commissioning a logo

An excellent article on branding from Mark at Yee-ha! Design & Brand Communications. 

A few things to think about when commissioning a logo…

Use a professional graphic designer that specialises in identity. You will then
get a logo that is unique to you, your business, product or services and be
relevant to your target audience and existing customers.

Your logo will be created and provided to you in various file formats so it
can be reproduced consistently on all medias. (From signage, embroidery
on uniforms, websites, business cards, exhibition stands, sales literature,
vehicle livery, etc.)

When you brief your designer:• Give them the background to your company/service/product/you
• Explain your vision, aspirations, business plan
• Tell them about your market/sector, positioning
• Your target audience, existing customers

Tell them you want it to be:
• Simple, unique and memorable
• Relevant
• Be able to print it in all media’s and at all sizes
• You want a set of print ready and onscreen versions

Common mistakes
• trying to save money by designing it yourself/colleague
(Be careful, we’ve all seen pixelated logo’s because the person who created
them didn’t have any design and artwork knowledge/used wrong software)
• commissioning a local printer to design a logo
(print studios tend to employ artworkers and won’t have a specialist designer)
• outsource to a ‘logo design’ website
(you’ll get off-the-peg solutions that every other company gets)
• Using ‘clip-art’ or ‘stock-art’ off the internet
(anyone else can use them – even your competitors)

For more information, or for an informal chat, please feel free to contact me