Logo design - how well do you know your market?

There are a lot of options out there when it comes to logo design with online systems like ‘Fivver’ and ‘People Per Hour’ becoming more and more popular by the day.

Sure there are some advantages to using these services with the main being that you can get a logo designed for effectively very little money. For some businesses this is a key factor when outsourcing logo design but how much value do you put on ensuring that your logo is right for your business?

One of the draw backs to using online services, is that you only get out what you put in and drawing up a creative brief isn’t always easy.

If you’ve worked in the creative industry or marketing role then you’ll probably have already done your research and have some key objectives however, if you’re a new business owner this may not be the case. Sometimes you just need that level of communication between business owner and designer to make sure there’s a suitable transfer of knowledge on both sides of the equation.

So, how well do you know your market?

Having recently completed two logo design and branding projects there were some essential things that I needed to find out before I could even start to put pen to paper, these included:

  • Who they are as a business
  • Their target market
  • What these people are like
  • Where they hang out
  • Their lifestyles
  • …and the colours and fonts that might influence them

Now this is only really scratching the surface. Admittedly some of this information the business owner will know and some of it I’d have to find out and this is all part of the process, but it’s only once you have all of this information that you can truly start the design process.

So, if you’re just about to start a logo design or brand identity project get the ground work done first. It’s this type of information that can be the difference between logo design success and failure - make it a success!

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