A Monday Series

You’re looking out the window every five minutes. The summer sun is tugging at you. You bit the very hot bullet to Clear Out the Cobwebs on a grey day; you took that fine summer tan of yours to Get Your Picture Taken. Your place of business looks like a million bucks and that executive photo says “Leader.” Still you stare out the window, wanting to do more to expand your company’s Presence.

If you’re burnt-out, antsy, and need to revitalize your attitude as much as your business, this is the series for you. Experience Design for beach-dreaming business owners comes to your summer Mondays.

Summer Is a Great Time to Have a New Logo Designed

Rebrand (verb): To change the brand name, logo, or image of a product or company. (Wiktionary)

Ask me about naming tomorrow. For today, let’s concentrate on that logo—the graphic representation of your company—which is an important part of your image in a customer’s mind.

I know. I told you that you do not need a logo. It’s still true, but you’ve got one, haven’t you? If you haven’t, your wordmark (that’s your company’s name, in its unique, standalone type treatment) may be screaming “dull” under the summer sun.

It’s time for something new. Your business cards, brochures, stationery, signage, website, and blog, will all thank you. Heck, even your Mom might thank you.

Why during a slow season?

You have a little free time to put into researching the change.

Summer=Fresh. Folks expect new rollouts right about now, so it’s not as jarring.

Ease customers into the new design now; as business picks up again, it’s a done deal.

What should you expect from your intrepid designer?

A partner in change. Your designer should ask you tough questions to help you Pinpoint your goals, Vision, and audience for this logo (your Ideal Customer).

A written contract. It doesn’t have to be complex, just what to expect and when and what they will deliver, so everyone is on the same page.

A guarantee. Many designers charge in stages, so that the research and design work they do is paid for (only fair), but the last payment waits until you okay the final design. Of course, so does delivery, so if you’re not satisfied and decide not to pay, the designer doesn’t give you the completed files. Only fair.

Research, BrainStorming, and sketching. Lots of each. The behind-the-scenes processes. You won’t usually see this, though it is where most of the time and work goes.

1–3 concepts for your consideration.

At least one revision. Then they can make good on their guarantee to produce the design you both agreed on.

One final design, with electronic files for sending to your printer and for online use.

Most important things to expect:

Your logo should “feel like” your company (all the preliminary work you and your designer did is reflected here).

Your logo should NOT feel like something you’ve seen before! Yes, with an exclamation point! At revision time, if something is wrong, SPEAK UP. Too many design clients pay for work that is way off the mark or that feels common as muck, but never say a word. To the designer. Badmouthing afterwards is not being a good client. Your designer wants you to grow with your new logo. If you’ve got a bad feeling about the work, don’t just assume they know more than you do. You’ll be unhappy, and you’ll be looking for a new designer within months.

What does good logo design cost?

I know you want the bottom line, so even though the answer is “It depends,” I’m going to give it to you straight. Round figures: $300 USD and up for a good custom logo for your small business. Sometimes, way up. If you see significantly lower price (and you will) on the Internet, the designer is not spending quality time on your project nor making sure that your logo is unique. Can’t. Be. Done.

So, what’s “good”? You know it when you see it, right? What makes a logo design work for you?


Grow and be well,

Kelly Erickson

P.S. If you’d like to begin a rebrand with a new logo, you can contact VisionPoints. We’d love to hear from you—long summer days give us our best ideas for your business.