Designing or Re-Designing Your Logo

Starting a new business and need a logo designed? Maybe you already have a logo but want to improve upon it? Whatever the case, we can help you get the design results that you need to help your brand really shine.


The first thing your customers will notice about your business is usually your logo. For this reason, you need a logo that connects with those you’re trying to sell your goods or offer your services to. We can offer logo design that includes a clever mixture of design skills, creative theory and thoughtful application!


Are you able to convey what your business does through your logo and branding alone? A good brand must be impactful, memorable, and modern (in the sense that it speaks to your customers in today’s market). It clearly delivers on the message of who you are, what you do, and most importantly, what your promise is for them. A good logo should do the same.

You may understand exactly who you are, but to get this message across in a few seconds using design takes experience and creativity.


Our Logo Design Process

Step 1: Design Brief

The time and effort required to complete a design brief, as well as what content the design brief will have, will depend on the client you are working with.

Some clients know exactly what logo they want and give you all the information you need to produce it without you having to ask. One situation where this can be the case is when your client is also a designer, or has extensively worked with other designers in the past.

Some clients, on the other hand, only know that they need a logo and would rather leave the rest to you. Often, this is the case when you work with non-designers, such as new entrepreneurs.

At this step, your challenge as a logo designer is to get the information you need about the project to enable you to come up with the perfect logo for them.

Some logo design information-gathering questions to ask are:

  • What does the company do?
  • Who are the company’s typical customers?
  • Who are the company’s business competitors?
  • How is the company positioned in the market compared to its competitors?
  • Does the company have existing design style guides (company colors, typefaces, etc.)?

Interview your client until you are satisfied you have the answers to all these questions.

Tips for Creating a Logo Design Brief

  • Formalize the briefing process with your client — if you take it seriously, so will they.
  • Make this step easy for your client by providing a design brief questionnaire or template so they know what information you are looking for, and also to give this process more structure.
  • Create a web page on your site or a document that discusses the basics, and the importance of, design briefs. You can use your guide to design briefs as an educational resource for your clients.
  • At the minimum, strive to cover these fundamental items in your design brief:
    • Target market
    • Message objectives
    • Existing design style guides and parameters (e.g., company colors, typeface, etc.)
    • Budget
    • Schedule, milestones, and deadlines

Step 2: Research

This step requires you to find out more about the industry your client is in. Consider the historical perspective of your client and their industry, and look at emerging trends in the marketplace.

This is also a good time to do your visual research, which may involve reviewing the logo designs of your client’s competitors. Analyze what you find: What makes one logo good, and others not so good?

If you see a definite trend in logo designs within your client’s industry, decide whether going with the trend or innovating on the trend is beneficial to your client’s business.

Following an industry design trend could potentially improve the association of a business to that industry. The downside of following design trends, however, is that it often means that the logo design becomes stale when the trend fades out of popularity, which is bad for logo designs that are ideally supposed to be timeless and unique.

Tips for Logo Design Research

  • Use your client’s resources to learn more about their business. Perhaps you can conduct interviews with some of their company’s staff members or request a meeting with their in-house designers.
  • Ask your client for a list of their main competitors during the design brief, and perform online research on these competitors.
  • Use logo design galleries for visual research and inspiration.

Step 3: Build the Design Concepts

Once you have done your research, you can get on to the fun part of the logo design process. Let your ideas run free and get them down on paper. This is the step in which every designer will have his/her own way of doing things.

Build the Design Concepts

This is your time to develop an often elusive good blend of great graphics that also convey the right message for your client. In this step, you are trying to encapsulate the diverse and complex nature of a business into a small and simple design, suitable for use in a multitude of different circumstances (business cards, marketing material, website design, and more).

For each logo design concept you create, you can ask yourself these questions:

  • Will this logo design work for my client?
  • Will this logo resonate with the client’s customers?
  • How does this logo fare against the competition?

Step 4: Feedback and Review

Step back from your work, take a break, and look at it later or even the next day.

If you have come up with a lot of logo design concepts, focus on the stronger ones and discard the weak ones.

Make changes and let the designs develop; now is a great time to get feedback from colleagues and other designers, and possibly even from your client.

Tips for Design Feedback and Reviews

  • No one likes to see his/her work criticized, but constructive criticism will enable you to improve upon your work, so this step is an essential component of design projects. Don’t take critiques personally.
  • Be open-minded to the opinions of others and experiment with the changes they suggest.
  • Analyze how and why the changes will improve the current design.

Step 5: Presentation

Once you have finalized your designs, it’s time for a formal presentation to your client.

They may have asked for a variety of logos to choose from, but this step, in my experience, generally works better if you keep the amount of logo design concepts you present to a minimum.

Hopefully, they will absolutely love the logo concepts you present to them but, as a paid professional, it’s up to you to take on board any comments they might have and resolve any issues if need be through a design revision process.

Tips for Design Presentations

  • A professional presentation — whether you do the presentation remotely through a web app and Skype, or face-to-face with a client — is essential.
  • A face-to-face presentation will give you the chance to explain your thinking and answer any questions. Take the opportunity to meet in person if possible.

Branding Services


Brand-identity-300x224 Branding ServicesWhen we think of a “brand,” we think of the popular global brands like Amazon, Nike, Coke, etc. However, there is more to branding than spending millions of dollars to create global recognition for your brand like these large companies.

In today’s connected world, people are bombarded by businesses, products, services, promotional messages and advertisements in just about every channel. In such a cluttered marketplace, how do you stand out and create a positive image of your business with the right audience?

This is where professional branding services play a vital role.


What are branding services?

Whether you are deciding on a name for a new product, service or a logo, you need to create a differentiator from your competitors. You need more than just a name, form and typography. Branding is about understanding the attributes that your target audience appreciates in a business and blending your business values and personality with these attributes. The idea is to project what your business is all about in a way that would connect with your target audience.

Branding services include:

  • Business, product or service name selection
  • Developing a brand identity usage guidelines
  • Brand messaging statements
  • Brand marketing and promotion strategy
  • Developing marketing collaterals
  • Presentation design
  • Customer persona development
  • Logo design
  • Brochure and stationery design
  • Vision and mission statements
  • Packaging and product design
  • Website design and development
  • Email and landing page design
  • Employee communication and messaging

The need for professional branding services

Many business owners make the mistake of only thinking of their brand after their business or products launch. Even the company logo is often forgotten. When the realization of the need for a logo finally dawns, many businesses either retain the services of freelance designers or buy a pre-designed logo online. Most believe that it does not matter. By the time reality sets in,  the damage is done. You do not get a second chance to make a first impression, and your logo is often the very first thing someone will notice about your business.

According to branding and marketing experts, the value of a company’s goods and services are measured by presentation of the brand. In other words, consumers will judge the value of your business by how they perceive your brand. So, let’s say that you own a financial services company. Your consumers will not only judge your business on the banking products that you offer, but they will also judge you on your brand.

Consumers are very prejudiced when it comes to comparison shopping. Sure, they want quality service and an excellent product — they also want it to be wrapped in a nice package – consistently.

Every business is unique and wants to recognized for the unique value they provide. However, how do you project your value proposition? How do you create the business differentiator that will make you stand out from your competition? This is where professional branding services come in.

If your goal is to gain more clients or leads, here are a few important tips branding:


Understand your audience.

The very first step in creating a brand differentiator is knowing and understanding your target audience, their preferences, and their persona. The more specific you can be in terms of gender, age, socio-economic profile, preferences, interests, etc., the better you can target the audience. Typically defining a target audience persona also involves giving them imaginary names and histories.


Define your value proposition.

Once you know whom you are targeting, you need to determine why that audience would want to do business with you. What unique values does your business have that would make your audience prefer you over your competition. This value proposition can then translated into:

  • A business vision
  • A mission statement
  • Promotional tag lines and marketing slogans
  • Internal communication messages
  • Brand messaging guidelines, etc.

Your marketing efforts need to align with these value proposition statements you create for your brand.


Be unique.

One of the greatest business risks is if your audience thinks you are a “copy-cat” service. Unless they perceive you as unique and identify with your brand values, they are unlikely to do business with you. Your logo, messaging, colors, forms, style…everything about your business should reflect your business personality and value proposition. That is what will make you stand out from your competition.


Be consistent.

If your audience sees different messages, different versions of your logo, different business personalities, it will confuse them. When people from your business interact with potential customers, their language, tone, personality, etc., needs to be consistent with your brand messaging. Your target audience should get the same brand experience wherever they encounter your brand.


Consider different marketing channels.

Think about how your brand personality would develop across various marketing channels. How could the brand continuity work between your brochures and online marketing? How would your company website communicate your brand message and personality? Do you need to create just one brand identity or do you need different corporate brand and product/services brands? Does your brand name reflect your brand personality? Your brand marketing strategy needs to answer all these questions and be clear and consistent.


Hire a skilled design team.

Although there are several logo designing programs available in the market, if you are not experienced in creating eye-catching images, your design may appear amateurish. To avoid this common pitfall, it is better to do it right the first time. A professional brand identity firm will not only be able to create a compelling logo design for your business, but they will also be able to create a complete brand identity and brand marketing strategy for your company.

Flying Cow Design has decades of experience in building and growing brands, creating eye-catching logos and developing comprehensive digital marketing plans for our customers. We have witnessed clients’ businesses grow just from having a well-designed brand image. If you want to impress your new and existing clients, a skilled design team is the answer.