There are at least 6 things to think about when briefing your logo designer:
1.What is your brand ‘essence’- the core of what you are providing?
2.How would you like your brand depicted? For example, your company name can be written in a stylised font which becomes the logo (think coca cola). Alternatively you could go for a pictorial mark (eg jaguar), or an abstract mark such as Nike. Other options include letters from your business name (eg KFC,) WEB 2.0 representing trends from the internet including gradients, (eg YouTube) and rounded corners but there are many more.
3.What values would you like your logo to communicate? For example luxury/economical, loud/quiet, simple/complex, subtle/obvious.
4.What colours would represent your brand well? Some ideas include:
- Green- normally associated with fertility, wealth, healing
- Yellow- often used to communicate knowledge and joy
- Black- can communicate fear, secrecy, formal, luxury
- Grey- often used to suggest balance, sophistication, and neutrality
- Orange- can represent creativity, invigoration, uniqueness
- Blue-associated with knowledge, trust calm
- White- good to convey calmness, peace, tranquillity
5.Where will your logo be used? For example will it be used exclusively online or for print( business cards, letterheads etc)
6.Do you have any sketches or documents that can be helpful to your designer? If so talk him through them as this will increase the chances of getting you the right logo for your brand.
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