The process of designing a logo, or anything really, is a journey of trial and error, inspiration gathering, listening to the needs of clients, and honing in on the needs of their target market (which can be in direct conflict). It can really be a head-spinning adventure, but my philosophy is to go the simple route.
The word elegance is often combined with the notion of grace and polish. When it comes to representing a business, it's tempting to want to incorporate the company's history and future while trying to speak to each customer, even if they're in three different markets. HINT* Your logo is not the reason people buy from you, AND your logo will not appeal to absolutely every one of your current or future clients.
What your logo will do is give some insight into what your company does and/or where it's located. Here are the three elements I use to determine the beginning of a logo design.
When beginning a new logo project, I try to look at fonts or the style of type that people will read. Will it be decorative or courier style? Fonts spark emotion and speak to customers inaudibly. Big and iconic brands have capital fonts and bold colors.
This image represents what it is you do. Real estate agents often use homes or for sale signs. The skin care industry uses branches and leaves to illicit freshness and vibrancy. What is specific to your business? Sometimes it comes down to a liking for polka dots as seen above, a favorite shape or color.
I can't tell you how many hours I've spent in meetings over my nearly 20-year career as a marketer over color palettes. This is an important part of a logo and has to be looked at on the computer, in print and in process at a commercial printer. But sometimes, it just comes down to liking the color pink and choosing the right hue.
If you're thinking about hiring a graphic designer to create a new logo for your brand, start with these three things before sitting down to a meeting. Have a clear idea of how you would like your company represented. If possible, bring in examples. Remember to be open to simplicity!
*I'd love to help create an elegant logo for your brand. Just send me an email at firstname.lastname@example.org and we'll get started.