Keys to a Great Logo

When designing a logo, whether by yourself or the help of a designer there are several key questions to answer to get an effective logo.

What is a logo? A logo is a graphical representation of not just your business, but what the core of your business really is. A logo may be text based, iconic or even symbolic.

Why do I need a logo? A logo distinguishes you from the crowd. It is often the first thing a potential client sees. A good logo builds and maintains your personal brand-very important to small businesses and non-profits.

Questions to explore:

1. What is the core of my business? If I am a make up artist, do I create beauty or sell lipstick? If I am an IT support person, do I create information solutions or do I troubleshoot problems?
2. What industry am I in? This is different than the core of my business. Is my industry conservative or more cutting edge? Would a logo of my name (or business name) or initials fit with my brand better than a slick icon based one?
3. What will I use this logo for? Most people say everything; this may or may not be true for you. Do you have separate business functions that need a different logo? Also keep in mind your overall budget for things like advertising/promotional materials...2 or more colors may prove to be costly on those t-shirts. Also you will need a high quality, high resolution (usually vector based) logo to ensure it will look good on a business card, banner as well as on the web.
4. If you are working with a designer be sure to let them know things that you love in other's logos as well as things you DON'T like. Take a peek at others' logos. What draws you in? Do you get a smile everything you see a logo with a strong vertical line? Or are you repulsed by logos with red, yellow, and black?
5. Is this logo timeless? Or will it look dated in a year or two? Is it too busy, or is it able to "breathe"?
6. Does this logo fit me? Does it fit my brand? Is it memorable?

Once you have a logo, don't be afraid to re-visit it. Often times we get comfortable in what we know and do not venture out into what we don't know. An existing logo can often be "refreshed" with minimum fuss. Even huge corporations such as Microsoft and Apple have been known to update their logos. Once you have started to build brand identity, a change could work in your favor. Let's suppose you inherited your company from your parent and everyone is used to the current logo. However since taking the helm you have secured several new contracts and the company is moving in a new and favorable direction. An update to the logo may be in order. The updated logo will show stakeholders that your company embraces the past and is moving towards its future potential. This may be a perfect way to solidify the positive steps you are making with the company. Although this is just an example, remember change can be good!