Creating a brand and logo

A logo visually represents your company, and is often the first thing people will associate with your branding once your business is launched.

Whether it’s the iconic apple symbol or the Nike “swoosh”, logos play a large part in making the public aware of a brand. These symbols have become synonymous with these companies, and it is this kind of immediate association that you should aim for when selecting your logo.

Creating a logo - basic principles

Your logo first and foremost should be emblematic of your company’s values, becoming a graphic expression of what is at the heart of your business.

A great logo should make a strong first impression, and be visually attractive – after all, you want it to stand out from the competition and attract attention. A logo plays an integral part in the heart of your promotional materials, and so it helps to establish the professional look and feel of your marketing. The more professional these materials are, the more trustworthy and credible they will appear, and this can go some way in helping to attract new customers and retaining existing business.

When deciding on your logo, there are a few different options you can explore. Unless you are in the design business yourself, it is wise to entrust a professional graphic designer to develop something for you. There are many different routes you can take to achieve this, so no matter your budget, you will be able to find something to help you create the perfect company logo.

How to make a logo

A logo can be text-based, such as the logo of Coca Cola for example, or it could be strictly graphic, such as the Olympic rings. You can of course also create a logo that encompasses a blend of both.

Your designer will start by getting to know your brand, and then utilising the information gleaned will start to put together some ideas for your logo. Things like colours will be taken into consideration, as these can play a big role in the mind of the consumer. For example:

• Red - Red is suitable for fast moving consumer goods (FMCG) brands, and implies excitement, passion and energy. This is a vibrant colour ideal for energetic, fun brands.
• Green - This colour is often used to emphasize natural or organic brands, but can also be used in logos designed for companies that are committed to growth and sustainable energy.
• Blue - Blue is symbolic of trust, and therefore many companies that want to acquire the trust of clients will make use of it in their logos, such as banks and financial providers.

When it comes to the actual design itself, there are a few ways you can go about finding someone to work on your idea. Whether you have a rough vision of what you would like or you need to work with a creative that will help develop something for you, there are ample options across a wide budgetary range that are available to you.

Professional logo services

Hiring a professional designer at a branding agency is often the best way to get started with a logo:

• Pros: You will be able to avail of many years of experience and training that can make the process swift, and the finished result more in line with what you’re after.
• Cons: As you’re enlisting the services of a professional, you should budget accordingly to cover the cost.

Online logo services

There are a number of online services that in effect allow you to design your logo yourself. For start-ups and ventures with limited initial capital, this can be a great choice:

• Pros: You are in complete control of the design, and this method is less expensive than hiring a professional.
• Cons: Unless you have a great eye for design, it can be difficult to achieve the look you are after. Furthermore, as you are often reliant on templates, this can limit your originality.

Freelance designers

There are a number of sites such as PeoplePerHour and oDesk through which you can commission freelance designers on a per-job basis:

• Pros: You can find a specialist willing to work with your budget, and still get professional results without parting with large agency fees. As most freelancers work remotely, this gives you the freedom to work with the right person from anywhere as opposed to being limited to local talent.
• Cons: As a freelancer works on many different projects at a time, turnaround may not be as rapid as you would like.