97 - Tip Tuesday Creating the Perfect Logo with Emily Adams

When you're starting a business, logos are very important.  However, with all of the options out there (from extremely cheap to expensive), it's important to know where to go and what you should plan on spending.  It is more than just a picture, and it's important to understand that.

Emily has a background in graphic design and branding, and she just really wanted to make a shift to have a flexible schedule and take on different creative challenges.  She started her own business, and is grateful for the opportunity to continue to serve others.

What should I be thinking about when starting to design a logo?  A mistake people usually make is going too large for their first logo.  You want something simple, memorable, and understandable.  Then you want to create a few different versions of it, i.e. one for your website, one for packaging, etc.  You really want to think of some of your options and where you'll be using it.

Emily does a lot of logo presentations, and it's more than just a full logo that goes on your website.  If you are thinking down the road, and you need to make more things than just what goes on your site.  Most of the big brands use the multiple use.

How much when you're starting out, how many are too many variations vs having enough?  The question is are you branding or re-branding?  How far along are you into your company?  The recommendation is to keep it simple and clean and to be as recognizable as you can.  Even if it's something as simple as a switch or a monogram or shape, one is a perfect place to start.

With all of the options out there, like Fiverr.com and the professionals, what are the differences between these?  With a Fiverr.com, you get exactly what you ask for.  It's like placing an order.  You have to be very specific, and you get a very specific result.  With someone who is a designer.  What you're paying for is the help of designing your vision.  Plus you'll have flexibility in options and revisions.  A graphic designer should talk to you, find out what your vision is for you want to be, and they will help align you with where you want to go.

How can you make sure that your designer is really creating something unique for you, and that your logo isn't a copy from someone else?  When you're initially working with a designer make sure you're going to own the design, and that it is unique to your company.  Most designers will have you own it.  It's best advice that if they don't allow you to own the intellectual property, that you walk away.  You definitely want to ask for other examples of work, and how many options they'll give you.  It's best to get about 3 options you can choose from.

Designers should give you a visual guide too.  They should also provide you with several rounds of revisions.  They should also offer a style guide.  Which will give you a few different options, along a list of colors and fonts that they use.

Having that style guide is great just in case you need another designer in the future.

Alright, let's talk about the difference between the couple hundred vs. several thousand?  Emily typically charges about $300 for a logo design.  It does take a lot of time, and hopefully a graphic designer will try several fronts, and images to get there for you.  For most basic logo packages, if it's over $500, they should be offering above and beyond exceptional service.  If it's over $1000, it usually comes in a style guide that's more like a book, and there's a lot of branding, etc, that goes into it.

How much should you know already about your branding when you start your logo design?  Ideally, you would have an idea of your mission, your vision of where you want it to go, you have a tagline.  More people remember the tagline than the business name.  Emily usually helps people come up with one, if you don't have one when starting.  Also, Emily loves to know your 3 favorite websites (that may not have anything to do with your business.)

What should you expect for deliverables of your logo?  

An editable PDF
CMYK (for all of your print materials like business cards, etc)
RGB Version (used for your on your computer and video screen)
72 DPI (for lower resolution/smaller screens) and a 300 DPI
You can find more about Emily Adams:


Emily Adams specializes in web design, logo/graphic design, and content writing. She is a one-woman creative spark for your business - and can do everything from helping you to define your vision, to turning your dreams for your brand into a reality. She has worked freelance in her field over five years. Before that, she worked on the corporate side of the craft & hobby industry in education, design and media.


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