We've designed hundreds if not thousands of logos here at Searles Graphics over the years. You could say our artists have a little bit of experience in the field. That's why I reached out to some of Searles Graphics' finest graphic designers to have them share their tips for working with a logo designer to make sure you get exactly what you need.

1. Be Specific

A logo is personal to you and your business. When discussing what you want, avoid vague words like "original," "unique," "different," "eye-catching," or "interesting." As graphic designers, we strive to do that in most of what we do; they don't give us much to go on. Try and give us words with more volume that better describe who you are, what you do, and/or what your business represents.

- Erica Barnett

2. Be Color-Aware, but Not Color-Critical

Color is extremely important, so if you have specific colors you want to use, make sure you communicate that clearly. However, your logo needs to be extremely versatile. If you're doing your job right it will be continuously used and translated to a variety of different media and applications. If you get too caught up in color, you're only going to be disappointed when it's time to go from PMS to 4-color process to the web to black and white ...

- Nicole Jakob and Derek Wells

3. Be Clear and Specific when Describing Your Business, Your Market, and Your Customers

It's important that we understand your target market; who are your primary customers and what demographic do they fall into. Your logo needs to appeal to your customers more than anyone, so it's critical that any logo design communicates who you are to your target client-base.

- Rob Seifert

4. Be Involved

Because a logo is personal and a representation for all you and your business stand for, it's crucial to be a part of it from start to finish. We enjoy feedback and the challenge to give you exactly what you are looking for and more. Don’t hesitate to give direction, but also remember to keep an open mind.

- Nicole Jakob and Erica Barnett

5. ... but Don't Be an Art Director

Remember, you're hiring a graphic designer for their artistic ability and creativity. It's important to give direction, but it's also important to allow your logo designer to be creative. More often than not, if you're working with a talented designer, they might surprise you with something you would have never thought of yourself. They also have a lot more experience in working with logos than you do. A great logo designer will be able to anticipate future problems when it comes time to use your logo in different ways, and help you avoid them during the initial design process.

- All (plus every graphic artist ever :-) )

 

Chris Searles is President of Searles Media and specializes in helping small businesses maximize their available resources to market themselves effectively using a wide variety of media. Visit Website

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