Designing a logo for your brand is not just about creating a symbol or trademark that looks great – it needs to be versatile, dynamic and communicative to your target audience. A logo should be instantly recognisable, memorable and convey a message and without a strong brand identity you could find you won’t maximise your success. To help you create an outstanding logo, here’s four things you must communicate to your logo designer.

Taking a step in the right direction

Firstly, a good way to ensure an effective and impactful brand logo that relates to your audience, is to employ the expertise of a graphic design agency in Manchester, London or elsewhere. You may also find local companies offering web design in Altrincham can also provide logo design.

By opting for a professional logo design, you will be in a better position to craft a unique, memorable and effective logo to bolster your brand. However, whether you’re working with a company offering web design in Cheshire or a logo designer in Birmingham, you should always communicate these four key elements during the briefing process:

Unique Selling Points

In order to add value and benefit to customers, every brand needs to have a Unique Selling Point (USP) that communicates why they should buy from you rather than a competitor. When it comes to logo design, a key part of developing highly effective logos is to gain an understanding of a business’s USP – therefore communicating this with your logo design in Manchester is vital.  

Naturally, this isn’t to say the USP should be featured in the logo. In most cases this simply wouldn’t work. But giving your logo designer a good understanding of the brand and what makes it unique will inevitably help with idea generation for the logo design.  Thus you’ll end up with a logo that represents your brand’s core values.

Target Audience

Another key element is to ensure your logo designer knows who your target audience is and the message you’re looking to convey with your logo. Your logo should be used as a communication tool with your audience – instantly recognisable and telling them something about your brand.

During the briefing process, it’s always prudent to provide your logo designer with as much information about your target audience profile as possible, so they can tailor the design to appeal to a particular demographic. Otherwise you can run the risk of making a logo too broad and therefore ineffective for identifying with your key audience. This is where careful consideration about fonts, symbols and colours will play an important role.

Brand Positioning

Following on from this, you should also give a clear indication of your brand positioning in the marketplace. By this we mean where you sit in relation to your competitors in terms of the products you offer.

By showing your logo designer where you sit in the marketplace amongst your competitors, they will be better equipped to produce a logo that appropriately reflects your brand identify, product prices and appeals to the target audience.

Design essentials

On the whole, logo design is subjective and what appeals to one person may not appeal to another and you and your logo designer may have different views on what should and shouldn’t be included However, this if there are design concepts or ideas you believe are essential to the logo, make sure you communicate this to the designer right from the beginning.

You may feel that using a picture (think Apple or Burger King) is essential to promoting your brand’s core values and products or likewise you may want to include the company name (Amazon and Google). Whatever your ‘must-haves’, ensure your designer is aware of them to avoid any disappointment or clashes of opinion further down the line.

These four core elements play a vital role in providing your logo designer with the key information they need to create a logo that is communicative, memorable, emotive, versatile and impactful – thus building the cornerstone for a strong brand identity.