New Decade, New Logo Design
“Timeless” is a worthy characteristic we strive for in design. We want our designs to weather the fleeting trends and stand the test of time. But in reality, times change—some trends pass, and some become part of the evolving zeitgeist that influence the attitudes and preferences of the public.
While maintaining consistency is still one of the most important aspects of branding, you don’t want to leave your logo stuck in the past.
So how do you know if your logo is collecting dust? Look at what’s out there and see how brands in your industry are presenting themselves. Does your design look dated? Does it still align with what your business does today and strives for in the future?
Maybe you’re starting from scratch and building a brand from the ground up. Either way, here are tips to guide you through the journey of planning your 2020 logo design project.
How to plan a logo design project
Keep your eye on the prize
- What are your goals? Write down your short-term and long-term goals for your business and keep these front and center throughout the planning process.
Survey the scene
- Take some time to understand the landscape you’re operating in. Who are the large, medium and small players in your field, and how are they using design to differentiate their brands?
- Create a pin board, or collect examples of their logos and think about how their logo designs represent who they are and what value they offer their audiences.
Consider your audience
- Write down who your target audiences are and wear their shoes for a while. Paint a picture of who your ideal customers would be; get familiar with who they are and what’s important to them.
Get in touch with your feelings
- What kind of emotion do you want to elicit? Maybe it’s intrigue about your business, or desire for your product. Narrow in on some aspects that you want people to think or feel when they consider your design.
- Write down adjectives that describe your brand—for example, words like professional, superior, accessible, and entertaining. This will help you focus on a style that’s appropriate. Describing your brand as professional or superior may lead you to elegance and simplicity, while identifying your brand as entertaining may call for something more fun and energetic.
Find the right fit
- Once you have answers and insights from these questions, you can find the right designer to put it all together for you. Find someone who fits the style you’re looking for, or who has experience designing for your industry or target audience.
- Because you’ve done the exploratory work that comes first, you’ll be well on your way to having an effective and strong logo design to lead your business through 2020 and beyond.
Find this post and others in the Times Union Marketing & Design Blog