Logo design - Are You Finding the Right Service?

In the last post, I mentioned about how to create a professional logo. So on this post, I will go to the next step.

No brand exists in a vacuum. Every company has to contend with the standards of their industry, even if they are doing everything to stand out.

So the next step in the logo design process is to research what kind of logos competitors and industry leaders have. This is referred to as the Industry Discovery phase, and it can mean the difference between a logo that is generic and one that is too far out of left field.

From other logos in your industry you can glean:

• what logo techniques work for your industry, i.e., brand colors or particular shapes

• what logo techniques are overused, to the extent that they lose personality

• what logo techniques are ignored, which might inspire ways to stand out

• what kind of customers dominate your industry (or which customers your rivals prefer to target)

For example, most logos in the tech industry use the color blue. With this information, you can either (1.) also use blue because the data suggests it works best, or (2.) use another color in order to stand out from the sea of blue logos. There’s no right or wrong answer, it depends on how much of a priority standing out is to your branding strategy. But either way, you won’t even know there’s a choice to make unless you research other logos in your industry first.

• To be continued