Considerations Before (Re)designing Your Logo: Part 1

Buying logo design services isn’t something done very often. Once in a career, twice if you’re lucky. While there are good reasons to embark in a new logo and comprehensive corporate identity program, most tend to fall into one of two unfortunate camps: either empty and assumptive or overly ambitious and fussy. Assumptions can make anyone look vulnerable, and compromise even the best intentions. This post, and the follow-up parts will help debunk assumptions, or help clarify what you’re really trying to accomplish and aid in the process of achieving success.

If you’ve read other Core Identity posts, you’ve heard me describe the logo design process as unique. It’s not a typical expendable marketing communications ingredient that only supports a sales campaign. It’s more profound, and unlike most ads or seasonal promotions or communications, it’s designed to last decades. To succeed, a logo transcends monthly or quarterly sales challenges, regimes, and fashion. 

I’ve broken these pre-design considerations into the following posts:

Part 1 : Basic Business Considerations

Part 2: Marketing Considerations

Part 3: What not to bring to the table

Part 4: What you should expect to pay

This first post in this series should be the simplest. Good luck.

Part 1: Basic Business Considerations

1. What name will appear, exactly, in the logo?

2. What does your company do exactly?

3. What value do you provide?

4. Which of the following are your top reasons for seeking a new logo? (consider ranking 1-6)
-New company, new name, merger
-Enhancing new business efforts 
-Projecting a more relevant image
-Increasing productivity in creating communications
-Increasing legibility & recognizability
-Ability to use your logo in more places)

Be prepared to articulate.

5. Which of the following are your top business challenges? (consider ranking 1-6)
-Attracting new customers
-Maintaining existing business
-Improving employee understanding of our business
-Improving perception of us in our market
-Managing growth|
-Managing change

Be prepared to articulate in detail.

Once you’ve have good answers, and organizational buy-in, you’re ready for Part 2: Marketing Considerations.