The Logo
When choosing and designing a logo, make sure you have a reasonable budget and get professional help. Avoid the temptation to 'knock something up on the computer' yourself or to ask a colleague to do so.
Good design need not cost a fortune but bad design will have a huge impact on how your project will be perceived. Most logos are instantly forgettable and you have the opportunity to develop something memorable if you spend time at the outset.
You should develop a written brief for the project and commission professional designers. More detail is given in the next section on commissioning design.
Make sure that you're clear at the start of the process about 'what's in and what's out' and 'who's in and who's out'. Personal preferences and organisational constraints can all affect how you develop a logo.
Some points to bear in mind:
- It's useful to make the initial discussions as inclusive as possible and to encourage views on a shortlist of options from staff and stakeholders if appropriate.
- Remember that administrative and IT staff are often major users of the logo and associated templates. It is important to get their views and practical suggestions early.
- You need to be clear at all stages about who is making the decision. It helps to keep the final decision to a small group or one person.
- Avoid overly subjective views. Think about what your target audiences might respond to rather than just what you like. Refer to the sections in the communications strategy module on checking perceptions and prioritising audiences.
- Allow enough time for testing and development. You don't want to launch your new logo in a complex PowerPoint presentation at a major conference before you've had a chance to try it.
- You will need to back up the implementation of a new logo with guidelines, including a simple manual on correction use of the new identity, and training for key staff.