Category — Process

This is Part 3 of series of considerations that will help you prepare and get the most out of a logo redesign process. 

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

Stay tuned to future posts for part 4. 

As you may remember, Part 2 focused on information and intellegence to share, this post focuses on how to keep it relevant.

What not to bring to the table:

1. Don’t bring hyper-specific expectation of what you specifically must have it look like. Your a control freak, we get it. But it won’t help accomplish something that’s bigger than your own personal taste if you dictate the entire process. Referencing examples is a reasonable starting point for discussion, but overly projective and fussy specifics ultimately complicate and cloud the ability to have shared expectations. 

2. Refrain from ambiguous adjectives like “high-tech” or “simple” or “state-of-the-art.” Not only are they meaningless without context or description, but they are unnecessarily specific expectations. Take some time and evaluate what you really mean, and use examples if you need to support and communicate your point. Designers can’t read minds. Make sure you leave jargon and empty buzz words in the board room’s trash can.

3. Vet unrealistic expectations. Keep in mind that we’re familiar with the Nike Swoosh or Target’s Bullseye in part because they’ve spent millions (if not billions) making sure we’re aware of their logos. 99.34% of you can’t afford to spend what Nike has on such awareness campaign, so adjust your thinking accordingly. 

4. “I’ll know when I see it” doesn’t consititute sound strategy. Frankly, that’s just a lazy cop-out, and only represents one personal, subjective opinion. It also signals an informal, and at it’s worst disrespectful, attitude toward design and marketing initiatives. It’s one thing when it’s as simplistic as choosing which pen to give out at the tradeshow, and quite another when it’s your identity that’s aligning your customers first impressions of your company’s strategy. It’s one thing to be flippant, and another to being critical. Make sure your critiques start with most basic success factors. Click here for a simple test. And keep in mind, a logo done right, lasts a lifetime.

5. Don’t ask for work to be done speculatively. Some rationalize this sleazy practice as a way to window shop. It’s not only unethical, it undermines the process and will ultimately yield hurried, hackish work. Spec work is a one-sided and disrespectful way to enter into a mutually beneficial relationship. If you’re not convinced yet, remember that the firms willing to do spec work find a way to make you pay, many times as part of greater bait and switch scheme somewhere somehow. Ick. Think about it: someone willing to do spec work isn’t doing it out of the goodness of their heart, and by nature can’t be doing that work in your best interests, just enough to entice you as quickly as possible. You wouldn’t dare ask a doctor, lawyer, CPA, or engineer to do it would you? Why would you ask it here?

Bonus: This should be a non-issue, but please don’t ask to have a swoosh be put around, through, over, under your logotype. Seriously. If you already have one, consider omitting it next time. It’s become a bad cliché. It won’t help you look more global, only more like the thousands that already have done it. Don’t take my word, here’s one of many rants.

These several considerations are designed to help keep your input, your perspective and expectations in check. Good luck.

Now that I’ve covered process, etc, I’ll be tacking the subject of pricing and hiring. Stay tuned for Part 4: What should you expect to pay.

This is Part 2 of series of considerations that will help you prepare and get the most out of a logo redesign process. 

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

Part 1 : Basic Business Considerations, click here if you’ve missed it.
Part 2: Marketing Considerations
Part 3: What not to bring to the table
Part 4: What you should expect to pay

Stay tuned to future posts for Parts 3 and 4. This section focuses on how you externally plan on communicating, and a nugget about the firm you choose to help you. Good luck.

Part 2: Marketing Considerations

1. Where will this logo end up specifically?  Other than on your business cards and on your web site, where else: embroidered or silkscreened on clothing, on the side of a building, etched on glass, on grocery store shelves next to your biggest competitor, on a Boeing 737, on a plastic handle, on sides of trucks, as a wardrobe tag, amusement park ride, etc etc? 

Note: don’t be afraid to project a little. Take FedEx for instance. In the 70’s they started with a handful of planes and trucks and now their fleet of trucks is well over 10,000. The original Federal Express logo treatment (above left) cost $1,000 more to apply per truck than the redesigned FedEx treatment (above right). When you have that many trucks, that’s a lot of money: $1,000 x 10,000 trucks = $1,000,000 in saved expense. Some could argue that FedEx actually netted money by having their logo redesigned. Not to mention the significant readability of the new logo. It’s smart to plan all potential scenarios now, and hiring a design firm that specializes in identity work, can help you do so and save you time and money in the short and long run.

2. You’ll need at least the basic stationery system: business cards, letterhead, envelopes, Office template (Word and PowerPoint), plus the right files to use in applications like QuickBooks and in your email signature. Make sure you document and communicate all these specific needs plus any other details. It matters, and should be part of your entire Corporate Identity program. 

3. How are you currently marketing your company? How will you be? (print, face to face, online, experiential, broadcast, co-op, etc) This will help create context and potential constraints your logo will need to consider.

4. Make sure you are engaging with firms that specialize in logo design/corporate identity work. (Note: If it’s one of 26 “specialties” they tout on their web site, they’re just bull-shitting and don’t specialize in anything.) In other professions like medicine, law, engineering, etc. specialized expertise matters! I’m certain you wouldn’t hire your ear/nose/throat for open heart surgery. Or your family law guy to represent you in an intellectual property dispute, or a electrical engineer to design a bridge. So why would you hire a general agency help you solve a specific challenge like your identity. It’s not worth any perceived convenience. Check my post Logos Done Right Last a Lifetime for more thoughts.

There’s lots of information you need to bring to the table, and once you’re in good shape, you’re ready for Part 3: What not to bring to the table.