Are you in need of a new logo design for your company or organization? There are several reasons why you might be considering this:

  • You're a new company seeking to establish trust and credibility.
  • You want to change the perception of your brand.
  • You want to convey that your brand has pivoted.
  • You want to stand out and differentiate yourself from competitors.
  • Your current logo is outdated and difficult to use across different platforms.

So how can you ensure that you end up with the perfect logo? One that both you and your team, as well as your customers, will love? The key to a great logo is finding one that meets your criteria. It should be intentionally designed to fit your brand and help build or reinforce your reputation for the future.

A logo should be something you grow into; it shouldn't be too familiar from the get-go, after all it's something your company is growing into.

Here's what needs to be done:

1. Clearly define the criteria.

Determine the goals you have for your brand and what you want your logo to achieve. Consider any barriers to success, such as the need for consensus or personal attachments to certain ideas for the logo.

2. Identify what makes your company unique and exceptional.

If you're unsure, we can help.

3. Know and identify your target audience.

It should appeal to both you and your intended customers.

4. Establish what ideas or elements you don't want to be explored in the logo process.

Are there specific colors or ideas that you want to avoid? Take into account the preferences of key decision-makers.

5. Explore a broad range of ideas, both expected and unexpected.

Explore the ideas that you and your stakeholders want to see to ones that is far-out. Sometimes, the right idea is immediately apparent and it just needs to be designed well. Or it needs to be explored and seen so a decision can be made to move on from the idea in context to other ideas that best suit the brand based on where it is headed. Seeing a wide berth of ideas allows for better decision making as you narrow down in your decision making process. It makes you feel better and have confidence in making a decision when you've seen ideas actualized, discussed openly and made a decision.

6: Involving key stakeholders in the decision-making process is crucial.

They need to be part of establishing the criteria and discussing potential logo designs.

7: Designed to function across all mediums.

A good logo is versatile, easily translatable across various mediums — be it your product packaging or a large-scale building banner.

8. Co-create with strategic designers.

A designer brings expertise to the table, guiding and collaborating with you. As you embark on this journey, understand that it’s an evolutionary process. A logo should be something you grow into; it shouldn't be too familiar from the get-go, after all it's something your company is growing into.

Choosing the right logo for your brand hinges on introspection, collaboration, and a clear vision for your brand. It's not just about aesthetics; it's about embodying your brand's essence. By understanding your brand's core, involving crucial players, and co-creating with strategic designers, you set the stage for a logo that resonates and endures. Your logo isn't just an image; it's the future face of your brand. So make it count.

Henry Yiu

Principal & Creative Director

Henry Yiu is the Co-Founder of States of Matter and our Creative Director. His background in mechanical engineering has won him numerous industry awards and informs his disciplined approach. It's his empathy that ultimately sways you.

Filed under: Design

Tagged with: Branding, logo design