The Business of Branding: 9 Things To Know Before Designing Your Logo
Design magnate Steven Gilliatt said “[A logo] should look just as good in 15-foot letters on top of company headquarters as it does one sixteenth of an inch tall on company stationery.”
A logo or logotype as it is often called is defined as a graphic representation or symbol of a company name, trademark, abbreviation, etc., uniquely designed for ready recognition. In other words it is the color, font, the gives an instant impact and an overall feeling of who you are as a photography business. But before you put pencil to paper, or hire a designer to do the same, there are a few requirements you should have to your logo.
1) Do your research: Know who you are and what you like before you get started. The more your designer knows about you, the better chance they have of nailing your design. The better you know your company and the image you would like it to have, the easier it will be for you to recognize it when it is presented.
2) Design in black and white first. A logo should be simple enough to work in black and white first. Color is a very strong influence. It is much better to pick a logo when the playing field is even, you can see the fonts and shapes clearly in black and white.
3) Make it memorable.
4) Make it scalable (see opening quote).
5) Make sure it has “legs.” In other words, will this logo work on every application you need it to? On your business cards as well as your website? Can you see it as part of your entire brand?
6) Know the difference between a logo mark and a logo type. Not every identity needs both.
7) Make sure it conveys your studio’s personality, style, and attitude.
8) Know your audience’s demographics then make sure your identity speaks to your target audience.
9) Ignore trends and make it timeless. A good logo or identity should last you and your studio 10 years. That is why it is worth the investment. Even after 10 years you may just need a facelift, especially if you have established yourself.
Does your own logo stand up to these rules? What are some of your favorite photography studio logos?
Written By: Ellen Petty of Identity Kitchen
Ellen Petty is the Head Brandslinger at Identity Kitchen, a marketing and design studio specializing in photographers. See Ellen’s previous post “The Business of Branding: Dare to Be Different” here.