How do I create a logo for my small business?
Logos can be expensive, and when you are on a tight budget, you will have to find cost-effective ways to create your mark. In an ideal world, we all can delegate tasks to experts and reap the benefits of their talents. However, the reality is that sometimes you just need to make it work with what we have - a shoestring.
So let me give you a few basic tips on how to prep the background before you roll up your sleeves to tackle that task.
Start with your brand. Write down the core idea, mission, vision, and what makes you unique amongst other similar brands. What is the personality of the brand, you are creating? Describe the industry you are in. Are you required to show a certain sophistication or should you be more playful when it comes to your image?
Specify who your audience is, and create a persona. Who are the people you are going to market your wares to? What makes them tick? What tone of voice will they respond to? Is there an aesthetic they come to expect from the industry that will reassure them about the product or service?
Take a quick glance at the competition. Don’t dwell on what others do for too long; just use it as a checkpoint mainly to assess if what you are doing will make you stand out.
Make a detailed list of where the logo will appear and how you will be using it. Is it just your website or will you be printing business cards and some flyers?
Armed with all that knowledge about the brand, and the people you will be talking to, now you can decide on what tool you should use. You have two options: you can opt for a logotype where you only use the name of your business or one that has a mark. If you choose option one, all you need to do is find a font that will relate to what you are doing and to whom you are talking. If you want a mark, you will have to search the internet for a ready-made logo or feed the gathered info to an AI generator and work with it until it creates something usable.
Once you have a logo, create a brand book. Put all your findings and write a set of rules that will ensure that your brand’s image looks consistent no matter the marketing channel you are using. Choose your colours, fonts, and imagery. As a reference, you might also want to create templates for social media and documents.
If you have a moment, I would recommend reading this article: Logo Insights: Separating Fact from Fiction to gain even more insight into the matter.