How to decide if a logo design is right for your company:

  • Define your company. Your logo should reflect who you are and what you do. Your mission, values, and, if you're a very tiny business,
  • Check out your competition. Make sure that you know what's already out there in your field, and that your logo looks significantly different so that it can stand out. And, if you're doing something so unique that you don't feel that you have competition, keep in mind that there's always going to be competition for your target's dollar – what else would they spend their money on? Make sure that you stand out from that and are appealing on that basis as well.
  • Keep your target in mind. Your logo should be appealing to your target and repel those not in your target from you (just a little – you're a small business and you don't have infinite time to talk with a bunch of tire kickers).
  • Talk to your designer about their reasoning, research and choices. Usually, a designer creates their first round based on a lot of research – and, I know that I don’t often write up a really in-depth email about each of the 10 choices that I present people with in the first round. A conversation can go a long way towards explaining everything and showing you which logo really “hits it” for your business.

Also, keep in mind that your logo isn't just for you. Sure, you shouldn't be repulsed by your logo, and it shouldn't make you ashamed or sad or anything like that. But, if you don't love it and want to put a huge poster of it up in your office, that's OK! I actually, personally, don't like my logo much. But, it has a lot of meaning, a lot of story that talks about what I do. It stands out from my competition in its' simplicity and boldness. And, my clients say that they like it. Mission accomplished. I've come to peace with the fact that I don't adore it, and I have other outlets for "looking at stuff I love" – the paintings I do, the clothes I wear… that sort of stuff.

On the other hand, one of my clients once wanted to design a logo that he could also get as a tattoo. Wow, was that a tricky assignment. And, once we came up with "the" logo, he loves it, but his clients still don't really understand the highly-personal symbolism of the logo. But, that wasn't his focus in the project – he really wanted that tattoo. It just isn't as effective as it could have been with his clients.