The process of designing your logo should be led by questions about your business and evaluated by predetermined branding goals.
I don’t personally try to give clients a bunch of different logo options and have them choose which one they like best. I don’t think it’s a good use of time and I don’t think it gets great results. From questionnaires to video chats, the design process should be led by the specific details about the business & the branding goals. The goal isn’t to make something that looks good fit into your brand, but to have your brand fitted for the best look which communicate your business.
Your business is the product or service you offer.
So, what products or services do you provide? Can you sum up your business in one or two sentences? Sometimes you’ll notice your are too scattered and need to boil it down, other times you might have tunnel vision and miss the bigger picture of what space your of business really is. What problem are you fixing? And, most importantly, why is that important? Once nailing down these answers you can move to discussing your brand.
Your Branding Goals:
Your brand is your business’ reputation. It includes your mission statement & it’s how you do business.
What are you all about? How do you do business? Are you scheduled & professional? Are you chill & laid back? Fun? Modern? Traditional? What three words do you wish described your brand? Who is your target customer? If you find yourself stuck on defining these questions this is where a professional can help. Now you can talk about your visual identity.
Your Visual Identity:
Your brand’s visual identity is the logo, fonts, colors, photography, etc.
“Do you like the logo?” This is not the best question to be asking when considering your business’ visual identity. Instead, go back to your business & branding goals. Does this clearly communicate your business? Does it communicate your brand? If you are aiming for a fun, laid back brand, you probably don’t want to go with rigid shapes, a traditional serif font, and a monochromatic color palette. There are really great looking logos that incorporate all these things but it’s not a question of whether it looks good, or whether it can communicate your brand, but whether it’s the best design for communicating your specific brand.
Try asking what three words the logo communicates and measure those against your branding goals? Would hand lettering enhance the brand or would typography? What fonts communicate the overall style? Should there be an image incorporated with the logo or just text? Would your brand be best accented by warm colors, cool colors, pastels or those that are bold & vibrant? These are the sorts of questions a good designer should help you navigate through as you develop your brand’s visual identity.