For many small business owners, the thought of having a business logo designed is actually more stressful than the thought of building an entire website!
After all, don’t companies like Pepsi and Coca Cola spend hundreds of thousands of dollars to have a single logo designed?
If your company doesn’t have the marketing budget to rival these industry giants, don’t worry. There are plenty of different ways to have a logo created that will suit your business’s needs without breaking the bank.
Here’s how to go from zero to logo with as little stress as possible:
Step #1 – Determine whether you actually need a logo
Now, I’m going to assume that if you’re reading this article, it’s because you don’t already have a logo created for your business. If you do – say, for example, you have a logo used in the signage of your offline store – your existing logo can easily be translated to your new website.
But if you don’t yet have a logo, I want you to take a second to evaluate your business’s marketing needs before moving forward with this process…
Yes, having a definitive, recognizable brand is important to today’s consumers. And yes, being visually distinctive is an important part of differentiating your business from your competitors.
That said, not all websites need to have logos!
In fact, it’s far more common to see business websites these days that showcase a text representation of a company’s name than to see sites using old-school logos. If you take a look at any of the 27 featured template designs in the Homestead SiteBuilder gallery, you’ll find that all of them include options to display your company’s name through the use of text. Certainly, any of these templates can be modified to include a graphic logo. However, if the thought of having a logo created is so stressful that it’s preventing you from moving forward on your small business website, it’s far better to stick with text for now.
Step #2 – Identify your company’s style
So, let’s say that – despite this – you’ve decided you want to have a logo created for your new business website. Your next step should be to go out and find a designer, right? Hold your horses for a minute!
Before you even begin to solicit design proposals, it’s a good idea to take the time to clarify your company’s style. Logo designers come in all shapes and sizes, and finding the one whose design aesthetic represents your business’s style will make your project go much smoother!
To prepare for your designer search, ask yourself the following questions:
- How would I describe my company’s personality? Are we hip, modern, traditional or reserved?
- What colors best represent my brand and my company’s line of work?
- What font styles resonate with my business’s style?
- Are there any images or icons that graphically represent my business well?
- Do I want an illustrated logo, a professional graphic or a text-based logo?
At this point in the process, you’ll also find it helpful to start collecting examples of logos that you like. Passing on a list of your design preferences will make it much easier for the designer you ultimately choose to deliver work that meets or exceeds your expectations.
Step #3 – Find a designer
Once you have at least a basic understanding of the type of logo you’d like to have created, it’s time to start soliciting design proposals.
There are several different places you can find logo designers, including:
- Traditional graphic design and advertising agencies
- Internet-based logo creation services
- Online freelance portal websites like Guru.com or Elance.com
- Budget sourcing websites like Fiverr.com
Keep in mind that each of these different options has its own advantages and disadvantages.
For example, if you decide to work with a traditional agency, you’ll wind up paying more to work in exchange for the ability to leverage the company’s past design experiences. On the other hand, working with designers found via Fiverr.com will get you a logo for $5 – though you might not like its quality or originality.
To determine which design source will be the best fit for your needs, ask yourself the following questions:
- How much logo guidance do I need? If you have a very clear vision for what you want, paying for an expensive ad agency may not be necessary.
- How many concepts and revisions will I receive? If you’re less clear on your logo ideas, be sure you work with a designer or service that offers multiple concepts and rounds of revisions so that you can hone in on the right design for your needs.
- How much am I willing to pay? If you have the budget to go all out and hire an agency, that’s great! However, you shouldn’t feel like you have to spend a fortune to have a decent logo created. Logo creation services and freelance designers found via portal website can produce good work for as little as $50-100.
- What types of files will I receive? If you plan to use your logo in future print work, be sure you’ll receive high resolution files along with internet-optimized versions. If you envision needing to make changes to your logo in the future, look for designers that will include working files with active layers as a part of your purchase.
Finally, keep in mind that having a logo created isn’t as simple as handing the project off to a designer and sitting back to wait for results. You’ll need to be actively involved in the design process, providing both initial insight into what you want your logo to look like and ongoing feedback on proposed designs and revisions.
While the process of boiling your business’s essence down to a single graphic can be frustrating at times, you’ll ultimately find that the effort is well worth it when it comes to the visual impact of your company’s marketing materials.