Briefing a Better Logo. Part 2

This is a 3 part guide for Small Business Owners, and new business start ups to guide them though how to work with a freelance designer or agency when setting up their brand. Part 1 was published on Monday 24th and Part 3 will follow on Friday 28th of this week.

Now, if you've been good and read Part 1 of Briefing a Better Logo you should have your answers to the Brand Foundations Questions, these are what your designer will start to build their ideas on, but before we let the creatives loose, we need to drill down into the brief further, and look at the form we want to logo to take.

There are 6 basic logo forms, let's go through these now.

1. Wordmark 

A wordmark consists of the company name in a stylised type and may include small abstract or pictorial elements. A famous example of this would be the FedEx logo.

2. Pictoral Mark

A pictorial mark uses literal or representative imagery to symbolise the brand. A famous example of this would be the Apple Logo.

3. Abstract Mark

Uses abstract shapes and symbols to convey an idea or attribute about the organization. An example of this would be the Olympics logo.

4. Letterform

An example of this would be the Olympics logo. Typically uses a very small amount of letters (1-2) to represent the organization. 

5. Emblem

An emblem features the name of the company typically enveloped by a pictorial element or shape. An example of this would be the StarBucks logo. 

6. Web 2.0

Although there is no official description of "Web 2.0" logos, some common elements can include: vibrant colors, subtle 3d feel, bold type, color transitions, and shadows. An example of this would be the Skype logo.

Armed with this level of detail, and your Brand Foundations from Part 1, you'll be on the right path of creating the perfect brief for your designer, they now have the tools to deliver exactly what you're looking for. BUT WAIT, there's a few things to look out for when choosing the right designer for your brief. 

In Part 3 published on Friday 28th, I'll outline some of the thing to look for in a designer or agency, and some of the common bullshit they'll start to drop on you when they're looking for the work.

Read the whole Series.

Build a Better Brief Part 1

Build a Better Brief Part 2

Build a Better Brief Part 3

Get in touch ben@citizenstudios.co.uk

Visit www.citizenstudios.co.uk

Or call 07764 898 010