At the beginning of every year there are so many articles in the big digital media pond that lead with the above headline. Logo design trends for 2020, 2019, 2018… And I have to say, it’s a big fat crock! If you decide to work with a designer to create ‘on trend’ branding the chances are you’ll be ‘off trend’ the next year, or the following year or definitely in five years after that. And you shouldn’t be.
So what can you do to make sure the designer you choose has the goods to create a logo design and brand that will go the distance?
- Look for a varied portfolio. Each project should reflect a visual difference and not a blanket approach. This will show you the ability the designer has to answer a ‘specific’ brief relevant only to that client, not everyone.
- Check out the experience and length of the designer’s career. Experience working on a variety of projects over many years will help ensure the longevity of your new logo design and brand. Designer’s of this calibre know the right questions to ask to facilitate a great result. Having a peek at their testimonials is also a good idea!
- Make sure the designer has the ability to take you through a one-on-one ‘process’. A process that will allow them to truly understand your specific needs and feel as excited as you are about your burgeoning business. Stay away from on-line briefing forms and fast turnarounds. To truly understand your needs a good designer will want to spend time with you to ensure they produce a logo design and brand that accurately represents your business and ensures longevity for many years to come.
Longevity means using your logo design and visual branding elements LONG TERM. That means they will appear everywhere for years to come – on your business stationery, your website, signage, uniforms, packaging, promotional material… the list goes on and on. Take a moment to think about how much it could cost you long term if you chose to go with and ‘on trend’ logo design and brand for 2020 that was out of date by 2022. The answer? A lot of hard earned moula AND beyond that, a whole chunk of wasted brand awareness.
Imageffect creates brands that enhance your essence, reflect your business culture, celebrate your unique point of difference and then of course, ram home the very important point that customers and clients should work with you above competitors. AND this has nothing to do with being ‘on trend’ and everything to do with listening and understanding how to create a brand that suits you now and into the future.
You could be a ballroom dancing fanatic in a pink feather boa or a straight talker with a law degree and glasses, we’ll be listening to ‘YOU’ — not trying to put you in a box that’s ‘on trend’ for 2020 but ‘off trend’ next year.