PUBLISHED: September 25, 2016
You have hired a marketing team to design your new brand identity. They have interviewed you, done their research and now its time to present you with three options of fresh new corporate identities. All of a sudden, you have three modern professional solutions in front of you — all of which have interesting features about them but none of them fit you perfectly. Your team can’t agree on which one they like more so it goes to a vote… Stop right there! You are going down a dark road; you are going to tell the designer how to design — the curse of any collaboration.
Let’s back up and start with the initial conversation. A corporate identity is a usually a combination of typography and iconography but can sometimes be either/or. Start the brand process with your end goal in mind and clearly identify how you envision your logo being used (printed, worn, clicked on etc.) as this will aid the design team tremendously. Use words such as “consider” and “perhaps” when you describe revisions to encourage conversation while you keep an open mind to what the creative team comes up with. Does the logo intrigue?
A few helpful hints when embracing a logo:
Simple logos seldom are — so get to work and make something memorable.
Published online at Community Newspapers.
About Brand Poets
Founded by Tana M. Llinas, Brand Poets is a collective of strategists, storytellers, and digital artisans crafting smart, poignant campaigns that command attention. www.brandpoets.com