The almighty logo. Why is it so important to business owners? Well, it's the centerpiece of their identity, their image... call it branding if you like, it's a big deal. And for that reason it's a source of great entrepreneurial pride and inspiration. It's a challenge for both client and designer at a moment when all the pieces are fitting together. Among the countless risk assessments, business plans, and sleepless nights, the mythical, idealized logo has been occupying a tiny corner of the client's head-space. Now it's time for it to become real. That's why it's important.
If a business is rebranding itself, the reasons could be anything from a desire to look more current, to changes in the purpose and structure of the business. Perception really is everything. How do you want to be seen? Style & image top the logo check-list, but does your logo attract the market you want?
Logo design possibilities are literally limitless, but to be useful a logo needs to be authentic, and true to the product or service. When a client clearly defines the core, unchangeable features and assets of their company, that's the first step toward beginning a logo project. That's when it's easy.
Then, the designer can work with the client to pare down the vast number of possible solutions. The process always produces multiple directions and subtle options to be analyzed and considered. This methodology, and the end product, often illuminate and reinforce core concepts of the business identity that, initially, may not have been as concrete. That's when it's fun.