4 essential tips for logo design project

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We all know how essential it is to make the first strong impression on the people around us. In business, that strong impression can be created by the look and feel of your business appearance: how professional your logo looks, how impressive your website is, how attractive your packaging is and the like.

A logo is the face of a business. When it is being designed professionally, it makes your company stands out from the rest of the competitors in the market. A logo shall hold the value and the credibility of your business in order to create the first and lasting positive impact on your target audience. It is one of your business signatures and it should follow your business for its whole time of existence. That is why you as a business owner would definitely not want to pay 20 bucks for your neighbor’s kid, or 50 bucks to hire some random guys on the Internet and hope he will deliver something to you overnight. Instead, it is highly recommended to seriously take into account hiring a professional to design it. Let’s put it this way: a logo is a long-term investment for your business.

In this article, I will show you how arduous the work is by sharing with you four essential rules that #AuroraTeam strictly follow when designing a logo to ensure its remarkable result.

1. Learn our client's preferences

In the design field, the tricky part is deliverables don’t have to be exactly what the customers need but must be what they love. Learning our client’s preferences, therefore, is proven to be our primary survival technique. Most importantly, this also increases our efficiency, productivity, as well as helps our customer from wasting their time and energy.

To know our clients’ preferences, we always collect as much information as possible to understand what they are requiring and expecting. For example, what logo style that they want – a letter mark? wordmark? pictorial mark? abstract mark? a logo with a mascot? – an emblem logo? or a combination?; then what their preferred style for the logo – vintage? minimal? flat? – skeuomorphic – Scandinavian? – or a combination of all of that?; or if they already have in mind a particular color or font that they wish to use for the logo.

It is essential to communicate with our customers and get all the information so that we can design a logo that fits best their needs and their personal style. If they seem to be unsure with what they want, we then ask them to show us some examples of their favorite designs to catch their taste.

2. Know our client

Moreover, to deliver the best message of a business through a logo, it is important to have a deep knowledge of the business and its environment. Thus, we often keep this question in mind “What are the key messages of the business that the logo needs to convey?”

When looking at your logo, audiences should be able to easily grab the sense of what your business is about, its difference to the competitors, and its point of view. To make this happen, we tightly involve our client in this process.

At the start of every design project, together with the questionnaire about their preferences, we also ask our clients to provide us knowledge regarding their businesses, such as the industry that it is in its products, values, targeted audiences, etc. For a deeper understanding, we also advise our clients to use describe their brand, what they want their audience feel when they look at the logo and explain how they differentiate themselves from other existing business in the same field

Every logo has a story behind. Let’s take our logo as an example. To capture our business values, we use an A to represent the A quality in every product we make. The A in our logo resembles a mountain which sends out the message of our ambition: Stand tall and being the best in whatever we do.

3. Learn from the competitor

t is never unnecessary to get to know more about the competitors of your client. From looking at their logo, we can learn about what is working, what is not, what is the popular trend in the business, what might be their taste (well, you know people with the same background often share some similarities and that might apply to their taste for arts).

It is one of the sources for inspiration for the design work, but definitely not a source for copy-paste.

For us, we figure out that when we study the existing one out there, we find our way to be unique, or in other words, to create a logo that makes the audiences recognize the business with only a short glance, it still leaves a remarkable lasting impression in their memory.

4. Put ourselves into the audiences' view

Let’s be straight: there are two main targets whom we are working for in a design job, one is our client, and the other is their clients. I can’t say whose view is important than whose. I guess our job is to find the middle way, a design that makes our client happy while taking care of the main audience – their customers – because they are the one that our product – the logo – serves. They are the one who will look at the logo, to grab a strong positive impression or be able to quickly recall the company of our client – which is exactly what our client is hoping for and what we should achieve.

So, put ourselves in their shoes and think about the logo as if we are one of them and clarify those characteristics of the logo that we believe our client’s customers might value. For example, what would draw their attention, what would give them a reliable feeling? or actually what would make them feel attached to the brand?

We always carefully collect related information about the audience, such as their gender, age, professionals, nationalities, religion, etc. Knowing them is the key success for our deliverables which successfully fulfill the expectations of our clients and even surpass by touchings points that our client might have missed.

All the rules above might take a lot of time but for us, it worths to do them delicately. I believe they save us from unfortunate situations. For example, we could have spent hours coming up with logo design options. However, when we excitedly hand it over to our clients, they aren’t happy with either of them.

Additional to that, we often put yourself in the client’s position as you only use a product/service which makes you feel happy, comfortable and proud of. Meanwhile, for a purchase you are upset about, you will just want to get rid of it asap or dump it in the deepest place, so it can be completely out of your sight and mind. We certainly do not want that happen to our work, and even sadder, fail our customers’ hopes and trust.

So, how do you feel about the design work now? Is it still a piece of cake that anyone can do it? I bet not especially for a well-designed logo that can stand strong and long together with your brand. The logo is your ultimate marketing weapon, so don’t skimp it.

And now you know how we would treat your design request if it interests you, don’t hesitate to shot me a message 😉

Are you interested in logo design? Try us out!
15% discount for logo design service will be given to the first 5 people who send us their logo design request!

Thao Le

Thao Le

Thao Le is the COO & Partner at Aurora Digital.

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