Your logo, your image should be taken very seriously as it can provide such an impact on your business that in a number of ways you may not even realise it. First of all a logo is part of a company’s brand and its design aspects i.e. colour, shape and typography should be unique and attributable to the brand which in turn should encourage trust, admiration and loyalty within internal and external parties with a vested interest in the company. Consider a logo to be the company’s flag which should be recognised widely when viewed straight away.

So what makes a good logo design? Well a simple logo is always best in the sense that it is unique, appropriate and practical that also conveys the company’s image, message or meaning. Bear in mind the logo will be used on company stationery so should be designed to fit almost any situation i.e. letterheads etc. A designer will always begin by creating a meaning or concept and build their foundation from that. So you might be thinking this is really easy to do, it can’t take long to do, however you will be surprised with the amount of effort put in by designers these days.

Designers have to meet the needs of the logo to ensure it fits the company but at the same time it should also fit the client needs. Most designers tend to develop their own unique process which can include:

A brief
This will be brought together by information from the client and the designer will get all the information through a questioning approach and that could be from any member of staff from the organisation requiring the logo design.

Research
This is research on the company including its past, now and even it future. As well competitors should be included in this research aswell.

Concepts
Time to put pen to paper as they say and get those creative gears working. You need your concept put together i.e. your ideas in one place.

Feedback
Ask you colleagues, friends and family what they think of your concept and ideas. Does it sit well with them? Do they like it?

Revisions
Go back and react to the feedback you received. Constructive criticism should be positive part of your work.

Presentation
Now present your work to the client. You shouldn’t have to do too much explaining at this point, maybe later on in the presentation you should need to justify your logo design decisions. All going well this should be approved and you should be ready to deliver the final product.

Be aware at this point you and the client need to understand the delivery process of logo i.e. size, formats and how you can support the logo in the future.

Always remember the following when designing a logo keep it:
•    Simple
•    Timeless
•    Memorable
•    Unique
•    Relevant

Also as a designer you will have to compete for work so make sure you have a solid portfolio with evidence of experience in the field. Testimonials also go a long way as does price competition and expertise.