Logo development is a key part of your brand identity. You may be crushing tasks for your startup but now you’ve got to figure how to present it to the world. Without a recognizable presence, all of your hard work may be for naught. Even if you only do business locally, customers demand online access. Do you want to create your image or let others determine what you stand for?
Logo Development: Market Research
It doesn’t take a massive self-realization trek to know what you like and what you don’t like. Tap into the plethora of creativity on the Internet. There are great blogs, Google images, and small business resources aplenty.
Pay attention to your television, billboards along the highway, or even your favorite cafe’s menu. Images, colors, and slogans exist all around you. Take note of everything that appeals to you to compile your inspiration file, the more the merrier.
Next, perform your due diligence and check out your competition. Collect their logos, slogans, taglines, and offers so you know what to avoid as well as what you appreciate.
Lastly, have a handful of logos or images you truly want to avoid. Maybe you’ve seen a few that are far too common, a color you detest, or something that sends a message you’re not comfortable with. Sometimes knowing what you definitely DON’T want is just as valuable as knowing what you DO want.
Creating Your Logo: To Pay or Not To Pay
You’ve got a file with a ton of logo inspiration, but you are not a graphic designer and certainly not independently wealthy enough to hire a firm. Most marketing professionals and graphic designers would advise you to pay someone to assist in the development of your brand identity and logo.
Let’s face it, they’re right.
That being said, never shell out a ton of money to create a logo at the start of your startup journey. Falling prey to big-ticket promises or relying on someone who can’t or won’t deliver could derail your progress. There are so many freelance artists that have reasonable rates but buyer beware. Get recommendations from friends, associates, or mentors. References would certainly be a good idea.
Limited Funds For Logo Development?
What if you truly have little to no spare investment funds? You do have options. You’re likely a quick learner if you’re an entrepreneur, or at least willing to invest your time when cash is limited. If you are tech-proficient and willing to take some time to learn about basic graphics and design tools, you could create something on your own. It might be worth your while to develop those basic design skills to minimize future marketing collateral expenses.
As an alternative to Photoshop, Inkscape is free open-sourced vector graphics software. It is available at https://inkscape.org and a great place to start. Inkscape is somewhat complicated like Photoshop but worth the time and effort over the long haul. Even if you eventually outsource or hire a designer, knowing the basics is a huge benefit.
What is our secret sauce for a free down and dirty logo while on the go? Google Drawings – a feature of your Google Drive if you have Gmail, allows you to create your own designs. You have options for color, shapes, design import, text, and layering all those elements, even multiple file outputs. It’s also a great tool to use when you need to create a simple graphic quickly and on the go, especially when traveling. Canva is another option which is popular to get started or start playing ideas.
Logo Generators
So if you just don’t have the time, the network to rely on, or simply the extra funds to invest, you can make use of free or minimal cost online logo generators. For example, Logo Crisp is reasonable with a ton of options.
Keep in mind though; many apps only supply a single version in low resolution and depending on which site you choose, you may still have to shell out cash in the form of a subscription. You’ll likely still end up with something generic or even worse, a subscription price just to use a logo you basically designed yourself. Choose wisely and read the fine print.
Technical Considerations in Logo Development
There’s a reason that graphic design is an entire four-year college degree. It’s not always as easy as it looks. Even if you are able to come up with the creative genius behind your business’s design, you may not be proficient in executing it without some professional help. A few considerations, in the beginning, can save you money and help you capitalize on future opportunities.
- Design a logo that is flexible and “ready to go” in a variety of formats.
- Develop at least five logo versions: color, black and white, grayscale, white, and transparent.
- Save each one of the logo designs in vector “art”, png, and jpeg format types.
You will definitely need to use your logo against a variety of backgrounds on a seemingly endless number of platforms. So having all these versions ready will allow you to create more professional materials quickly and efficiently. Additionally, you’ll be able to respond instantly to collaboration or media opportunities. Your professional vibe will make others more comfortable dealing with your business.
Gut Check Questions About Your Logo Development
You’ve sacrificed and hustled, missing many a beach day. Develop your logo with care. It is your business card, speaking on your behalf when you are not in the room. It should be instantly associated with your brand and no one else. California is full of the entrepreneurial spirit. Just check out a few California based companies still thriving today.
Ask yourself a few questions with your potential logo in mind. Determine if your logo is up to snuff.
Is your design both simple and scalable?
- Is it unique to your industry?
- Does it appeal to your ideal client?
- Do YOU love it?
If you answered, no to any of the above, go through the process again. Trust that the extra time you take now, will yield significant savings in the future.
Savvy Logo Examples
Savvy Cali Girl is made up of a handful of contributors with a passion for what they do and where they do it. Simple but authentic. We developed our mission and vision with a description of “us”. We explore California with enthusiasm.
“The ultimate Savvy Cali Girl is not necessarily brilliant – she’s savvy. She’s not necessarily a local – she just really loves California. She might live at the beach or in the mountains, the desert or the valley, but wherever she lives it’s with a whole-hearted enthusiasm that is easy to spot. She’s on a mission…and she’s got things to do, places to go, and business to run.” —Savvy Cali Girl Mission Statement
Please also check out other posts in our small business series including Three Simple Branding Tasks To Develop Your Voice, Your Vibe, Your Tribe. You can also find other small business topics via the Business To Run tab or the Blogging tab.
