When I started my consulting practice, first thing was first: I wanted a logo. And if you’re like me and you’re married to a talented designer who will work for free, then getting a logo is a totally understandable first step.
But chances are, you aren't a designer or have one willing to work for free. And chances are that like me, you want an awesome knock-your-socks off logo (and you want it yesterday).
Don’t fall victim logo longing! Understanding and mapping out a clear vision for your new endeavor is a crucial part of making a creative brief for your designer.
First there are some important questions about the core of your business. And this list is by no means exhaustive:
- Who is your target customer? (We’re talking detailed audience profiling here, people)
- How do you serve them?
- What does your company stand for beyond your product or services? (My Roy Spence influence shining through).
- What’s your own style? (Clean and simple? Bold and bright? Natural? Futuristic? Formal? Fun?)
- Have you researched trademarks and copyrights around the name?
…Let’s be honest, I could go on all day doing brand discovery! I’ve seen designers spin their wheels with a company going through logo concepts because the client never did the work on self-discovery. If anything – they let endless rounds of designs drive the discussion about who they were as company rather than asking themselves a few hard questions at the start.
My suggestions? Get an interesting, clear typeface. Throw it up on your site, and give yourself a couple weeks to get in to a grove before bringing in a designer. By the time you’re really ready, a clear picture of who you are will actually help your designer deliver better, stronger work.
And if you want me deep-dive advice once you are ready for a logo, check out my blog post, When You Shouldn't Worry about Design.