If you're working with a designer, looking for "just the right" logo, and you're frustrated in the process, here are some tips to help you get your logo done right:
1. Make sure you're working with a designer who can work in a style you like. Check out their portfolio and make sure that they've done work that inspires you. And, if you're having trouble creating results with your designer, reconfirm that they have done the work in their portfolio – that those samples haven't been done by subcontractors or other employees in their firm. Also, let them know which specific samples you're drawn to.
2. Gather other examples of the logos that you like. It's important that you send your designer logos, not photos or paintings. And, if there is one particular part or thing about the logo that you love specifically – the font, color palette, something about the icon – then tell your designer what it is. This way, they'll be able to get a sense of your visual taste, instead of having to guess at your preferences.
3. Define your business. Too often, a client will give their designer just the bare bits of information about their business – the business name, and the services or products they provide – and then expect the designer to read their mind and perform a miracle. With so little information, how can a designer be expected to really "get" what you're all about, and to translate your personality and individuality into a unique logo? Tell them about your business's mission, what excites you about it, how you'd like your clients to see your personality. Tell them about your clients – who they are, what they need, what their problems are.
4. Give detailed feedback. Instead of saying "I don't like them" when your designer presents the lgoos to you, and then ending the conversation there, get into a dialog with your designer about the options they've offered. See if there's anything in any of the logos that appeals to you – or any rough direction that interests you. Don't just dismiss everything because it's not perfect in the first round – getting anything just right usually takes a bit of practice.
5. Break the design process down. Sometimes, a logo won't seem right because it's in the wrong color palette, or matched with the wrong font. Focus first on the logo icon, and then look at the font. Apply color last so that the color doesn't distract you from the merits of the design.
If these steps fail, then perhaps the best logo for you isn't one that you personally love – but your business may be better served by creating a logo that appeals to your clients:
6. Keep in mind that the logo's job is to appeal to your best clients – not to just make you happy. Instead of just thinking about whether you personally like the logo, show it to some of your best clients and get their opinions on it. It's actually better to have a logo that your clients like than to like it yourself in some cases – because the logo's job is to help them see your personality and to remember your business, not to just make you proud.
These steps may help to get you closer to having a logo that will work for your business – instead of going around in circles with a designer, coming up with nothing but frustration.