A logo is not a brand.

Quick top tips to get the best out of logo design for your budget and deadline.


Logos are essential for consumers to relate to your company, brand, product or service. They don't have to be multidimensional 4D masterpieces in fine art, but having some visual communication to your ethos, image or subject area goes a very long way, especially for the longevity of your visual language.


In this post we will highlight a couple of the most important do's and don'ts when having a logo designed for you.


"A logo is NOT a brand."

A logo is not a brand because a logo is the brands identity. In fact not even a brand, a business isn't even always classed as a brand. The word "brand" is misused in today's online world. A logo is the identification for the company, or service it instantly gives you a visual communicative piece to relate to that product or service. Think of it like this... The logo carries the message of the brand but in a concise summary.



What makes a good logo then?

There are many factors to a good logo, more than we can express through a text heavy blog post. However these are two main things to keep in mind when considering the production of your logo.


Communicate with designers.

Of course we understand your new business venture is your baby. Like so many other people you have an image of the logo you want, what colours you want to use and you've already decided on what you need the designers to create. Now STOP right there!


The best way to get designers to create a logo for your time, budget or idea is communication. Of course if you're hell bent on your idea; go ahead, get it done quickly to what you want, but make sure to express and converse effectively what you want, this allows the designer to understand and work to your goals.


Explain your idea through notes, a sketch (nobody is Picasso so don't sweat) or even a crazy voice memo of your idea. Any communication allows the designer or creative to work more effectively with your time and money. Without explaining your idea; creatives end up working to an idea in your head. But if it's an idea in your head and you haven't expressed it effectively, then we best get a crystal ball out and see what we can uncover.

But seriously, communication is key. The amount of times our group have worked for customers who just won't communicate is endless. It will dramatically increase your spend as creatives will end up taking more time trying to figure out what you want, with back and forth amends trying to meet your requirements. Instead of having a clear idea to get on with. Bare this in mind and your planning process will be a lot smoother.


Don't explain everything in the logo.

Once you have communicated effectively your idea and goals that you want to visually show in your new logo. Remember that good design is about quality not quantity. Some good designers may seem to argue with you, but they are simply trying to explain why they have created what you are seeing for a reason. Of course if you asked for a boat and they designed a caravan, then yes; they are probably terrible designers.


One problem we come across when designing logos for clients is that they want everything to be shown in the logo and they forget that this is where the "brand" picks up what cannot be shown within the logos visual identity. Designers especially good designers will create your logo with elements that can work for your brand, these are usually simplistic, clever and visually powerful in expressing your subject area.


Cramming all your information into a logo will make your business, brand, product or service feel unapproachable or even overwhelming. There is simple psychology to this theory. Humans are inquisitive. This applies when we visually see something, if we read everything in one go we would be bored and move onto the next thing to read. But when we break information up, as long as we are interested we want to know more. We naturally want to find out more. Good designers understand this and will make sure your logo says enough but not too much.


Remember, in design Less is more and it's always quality over quantity.


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Related reads:

Start With Why By Simon Sinek
The Brand Gap (Revised Edition) by Marty Neumeier
The Brand Flip By Marty Neumeier.