How to Develop a Winning Logo

A logo is a graphic representation that’s identified with a business or brand. It can be representational (the bell for Taco Bell), abstract (the Nike swoosh), or it can include the name of the brand as a wordmark (eBay, Facebook). Logos are a critical part of developing your visual branding.

A good logo should be:

    • Expressive: It should convey an emotional connection to the brand — innovative, luxurious, eco-conscious, fun, sporty, masculine, feminine, or kid-oriented.


    • Versatile: The logo, or versions of it, should be usable in a variety of ways such as on a website, for social media, on signage, in print, and on products and packaging.


    • Simple: Overly complex logos can hinder their ability to be remembered by consumers or translate well across different marketing settings.


    • Unique: Your logo should stand out from other logos in the marketplace, especially within your industry.


    • Impactful: The logo should have an emotional and psychological impact on the consumer.


When you hire a graphic designer or agency to create a logo for your company, it’s important to understand all the steps of the creative process and the deliverables you should receive. Here’s what to expect when you work with Kymera:

    • Discovery: During this phase, we’ll get to know your company and how you want to position your brand within your industry. We’ll then help develop a brand personality for your business that defines what makes you unique.


    • Concept Development: Our designers will create five initial concepts for you to review and consider. Sometimes one will be a clear winner; other times, you may decide to combine elements from different concepts.


    • Revisions: Once a basic direction is agreed upon, the revision process begins. During this phase, all the finer details are refined and finalized. You will receive three rounds of revisions during this phase.


    • Delivery: You’ll receive your logo in a number of versions — horizontal and vertical as well as full color versus one color or knock-out white. Each of these options will be available in .png, .jpg, .pdf, and .eps file formats.


    • Brand Standards: You’ll also receive a short summary document that details your brand colors, fonts, and usage for various marketing purposes.


All these steps play an important role in the development of an effective logo. When you purchase a logo at a bargain-basement price, you run the risk of being shortchanged in one or more stages of development. Often, low-cost logo developers will either go through a minimal discovery process, offer only one or two concepts, or limit the number of revisions. You also might not receive the logo in all the formats you’ll require for your marketing needs.

When you contract with an online overseas developer instead of a reputable, established local business, you may have limited recourse should you find out that the work is too similar to an existing copyright or is otherwise unusable.


How You Can Help Your Designer

When you work with an agency or designer to develop a logo, there are a number of things you can do to help ensure a good result. Show the firm your previous logos if you’re rebranding and bring in other examples of work that you like and dislike. You don’t need to come in with a pre-determined idea of exactly what you want. In fact, it can be helpful to keep an open mind to new thoughts that you may not have considered before.

Take your time reviewing your initial concepts and revisions, and provide detailed feedback to your designer. Don’t hesitate to express your opinions — our most important goal is your complete satisfaction with the final product.


Logo Design Trends

While we’d all like our logos to be timeless, there are trends that tend to make many logos appear dated over time, necessitating a periodic refresh. For example, flat 2D designs have replaced more realistic, dimensional logos. It’s a more minimal and restrained approach that refrains from using stylistic elements like drop shadows and other 3D modeling effects.

Clean and simple, flat designs place greater importance on form, typography, and color. They also tend to be more easily scalable for use on social media and mobile platforms — a necessity for most businesses today.

Animated logos are another trend in logo design as video content becomes more and more important to a brand’s online presence. Motion graphics can help bring your logo to life and make it an even more memorable representation of your company.

Kymera can expertly handle all of your business’s logo development needs. Whether you’re establishing your visual brand for the first time or just in need of a refresh, our team of graphic designers and branding experts can help set your company apart. Contact us to set up a complimentary consultation today.