Customer Experience

Three Questions to Ask Before Deciding on a Logo

Planning on a rebrand? Here are some things to consider before selecting your new logo.

If you’re going through a rebrand this year, you know one of the most essential parts is your new logo. You’ve decided on a tagline. You’ve hired a designer. Now it’s time to order a new logo … but the process can seem daunting. After all, there are endless possibilities of color combinations and patterns to choose from. How can you possibly decide on a logo that will be the visual representation of your business for years to come? Images are incredibly important and can convey a lot about your company. So, if it feels like a big decision—it should—because it is.

Ask yourself these three questions before deciding on a logo to make sure it fits your branding needs and will remain relevant in the future. If you’ve hired a competent professional, or have one on staff, he or she should be able to walk you through your thoughts and design a logo that’s perfect for your business.

  1. What colors best represent our company? Different colors obviously stir up different emotions. Bolder colors pull at our emotions while softer colors give us deeper feelings. Different colors can bring out different levels of energy, nostalgia, comfort, or power. There are also hundreds of “colors within colors”—for instance, red isn’t red. It’s fire engine red, pink, rusty, etc. Choose colors that your company feels best represents it, because those colors will become an important part of your branding.
  2. Which type of logo do I prefer? There are multiple types of logos. Letterform logos consist of only a letter, like the famous McDonald’s “M.” Wordmarks are an entire word or the name of your company, like FedEx. Pictorial logos are symbols, like the mermaid that Starbucks has. Abstract logos aren’t pictures of anything, but symbols that have now come to represent a company, like BP’s circular burst. You may have a preference for a certain type of logo or feel like one may be better for your business.
  3. What words do I want the logo to make people think of when they spot our logo? This is a bigger branding question. When thinking of your company, do clients think “reliable”? “Convenient”? “Delicious”? A graphic designer should be able to take those words and somehow implement them into your logo. This goes to show that before you design your logo, you need to have a strong grip on your branding—who you are, what you do, and why you’re better than the competition.