A mistake very easily made is to think that once you have hired a designer to design your corporate identity, your job is done. It is important to realize that the more input or limitations you give your designer the closer the final product will be to what you originally had in mind. Here are some tips about what your designer needs to understand to produce the best product possible.
1. What is your brand all about?
Make your designer understand what your company is all about, why you are passionate about your brand and what you want your target market to understand about your company when they look at your branding.
If you make your designer fall in love with your company they way you want your customers to, the more accurately they will be able to produce something you and your customers will love!
2. Who is the target audience for your corporate identity?
It would be ideal if a product and its corporate identity could be universally loved by all yet still unique and recognizable. But the truth is that you need a very clear target audience to provide a product or corporate identity that meets their needs. Think about what the general age, gender, LSM is of your clients and explain this to your designer.
It is also helpful to think about what the characteristics of the audience you would like to attract are instead of the audience you are currently attracting
3. What look and feel would you like your brand to have?
You can have a unique, recognizable and relevant logo and corporate identity within any look and feel category. Therefore it will be helpful to further specify the look and feel you have in mind. Here are some examples of possible looks your company can have:
4. What type of fonts do you like?
This is not completely necessary, as the designer can select possible options for you. But if your company already has a specific font associated with it you would like to use, or if you have specific likes or dislikes regarding fonts this will be useful information for your designer to consider before starting with your designs. Here are a few of the basic font categories you can consider:
5. Do you have a specific type of logo in mind?
There are different types of logos out there, and it can be helpful if you already have an idea of the type of logo you would like to be associated with your brand. Here are the basic logo categories for you to consider:
6. What colour palette do you have in mind?
Although your designer will be able to give you various options if you are open to anything, the process can go much quicker if your are able to specify what you have in mind. You don’t necessarily have to give specific colours, but you can mention what feel you would like the colour palette to have e.g. warm, cold, vibrant, feminine, corporate, vintage etc. You can also point out colours you would like the designer to stay away from.
7. Get examples
The last tip we would like to share with you is to collect examples of logos you like. Be sure that when you show examples/sketches of ideas you like to your designer, you explain what you like and don’t like about these examples e.g the colours, fonts, symbols etc. Useful places to collect examples are Logo pond and Pinterest
These tips may help communicating to your designer what you want, and can help avoid the frustrations of miscommunications.