by Jennifer Johnson

Created on: July 12, 2009

First impressions are crucial and like it or not, the first impression the public has of your company or product may very well be their initial response to your logo. What does your current logo - or lack thereof - say about your business?

Your logo should look professional and it should be unique. There are several factors to consider before embarking on the design process in order to achieve both of these goals in the end product.

In fact, careful preparation and knowledge of the process beforehand is key to having a logo you'll be happy with for (hopefully) years to come.

Preliminary Research

Before you even begin looking for a designer to take on your logo project, you need to very clearly define your vision for the logo and the message you want it to send to potential clients.

Some things to consider are:

*What sets my company apart from other businesses in the same field?

*What symbols or icons might be a good choice to represent my company? What symbols or icons are overused and clich in my field?

*What is the message I want to convey to potential clients? Do I want my company to be seen as innovative? Solid and established? Fun?

*What are some existing logos I like or dislike and why?

Once you have the initial ideas clearly delineated, your designer will likely have a detailed form or interview to gather more specific information that will aid in the design process.

Choosing a Designer

While it may be tempting to "do-it-yourself" and save money, for most businesses hiring a professional designer will be well worth the expense. After all, most home users don't have the software or enough specialized knowledge of design and printing to produce a professional logo.

So, how do you go about selecting a designer? Research potential designers' portfolios and if at all possible, get recommendations from colleagues, etc.

The marketplace has changed with the advent of the Internet and you have a virtually limitless pool of designers from which to choose, which makes it all the more important to do your homework and select your designer carefully.

Mistakes to Avoid Along the Way

Here are a few tips to help ensure your logo is unique and professional:

*Color: avoid garish, loud, blinding colors. Many folks think these will garner attention - and they do -the wrong kind of attention. These scream amateur and unprofessional.

*Clipart: NO professional designer would even consider using clipart in a logo. Your logo is meant to be a UNIQUE representation

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