If you’re a regular reader of this business communications blog you will have noticed it’s been sporting a new logo for the last couple of weeks. I’ve got a stack of compliments from friends and colleagues about the design so I figured it might be a good time to discuss the process behind the change.
The logo comes from Logo Design Consultant, a professional custom logos design company, based in Delaware, USA.
After five years of tweaking my own logo in Photoshop I was looking for a more professional design solution to help my business stand out. Logo Design Consultant‘s portfolio convinced me their 99 USD solution was the way to go. I don’t regret my choice for a second.
The Design Process
I started out giving them some information about my target audience, logos I like, and specified the colour palette I wanted them to use.
Within a day or so I was presented with four possible designs. I happened to be out at a client’s when the mail came through and I was able to peruse them on my iPhone. First and foremost I wanted a design that said “business communications” but had a strong digital flavour. After all, the majority of the clients I work with are looking for digital communications strategy or content for the blog, website, or direct-marketing campaign.
The initial sketches were promising and I liked the typography of the design but I wanted something a little different; so I asked them to see if they could come up with a screen image. Something that really said “digital”.
A day later I was looking at the version that now sits proudly on top of this blog. I loved it.
Although I was initially a bit apprehensive about getting a logo online, the end result was fabulous. What’s more, Logo Design Consultant supplied all the files necessary for my letter head, business card as well as various file formats so I can use it in print or digital formats and even tweak it myself should I want to further down the line.
The whole process was extremely easy and I was impressed by the way Alvin McCoy, my contact at the company, responded to my comments. He was extremely helpful and professional in his approach.
Buying a Logo
First and foremost, if you’re going to get a logo for your blog or website, make sure you check out the work of the designers you contact.
Then think about what the logo needs to communicate to your target audience. In my case, I wanted something that stressed the digital aspect of the work I do.
Check out competitors but don’t let it sway you too much. You don’t want a logo that resembles A or B list blogger. Your logo, just like your blogging voice, should be unique.
Although Logo Design Consultant asked me if I wanted to give them a list of logos to refer to, I found it more useful to describe what I was looking for – a Web 2.0-ish logo with a strong digital feel. So try to be as clear as possible about what you want.
Don’t be afraid to sketch things out for your designer. Like I said, I was very clear asking Alvin to juggle the best elements of the draft sketches he sent me. I used Skitch> to tweak and merge the designs and show him just where I wanted the image next to my name. That really helped ensure I got what I wanted.
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Jon,
Thanks for sharing why you chose to pay for a logo – I think a lot of people don’t understand the value of having something that fits their brand and target market. Especially for those who use their blog “for fun”. I definitely like it!
Thanks, Kirsten. A year or two ago I think you could get away without it but now there’s such a strong focus on professionalism in this space that business bloggers have to take every step they can to appear professional. I am sure 2010 will see business blogs getting even more competitive and design is part of that.
Very helpful article, Jon. And very timely, from my point of view, as I’m rolling out a new logo/masthead-design/color-scheme package from my own design shop over at hitthosekeys.com.
One of the things I’m trying to communicate to my clients these days is that the tools for blogging may be ubiquitous, but the look and feel doesn’t have to be. It can be personal and customized, just like what you’re demonstrating here.
That sounds really exciting, Lisa. I’ve been waiting to see your next move with Thesis. Hope I can send some work your way. I love your designs.
thanks for providing great information,its really helps people to know about logo designs