Nobody wants to invest a bunch of time and money into having a website designed and built only to find that it doesn’t bring in any clients. But the truth is that websites don’t just magically start bringing clients in. It takes more than simply creating a great website to bring customers in the door. The good news is that there are a lot of strategies that are relatively easy to implement to optimize your website at the start and on an ongoing basis.
So, let's just make it super clear from the start that logos are not meant to communicate or describe what a business does. Your business name, your tagline, your website copy - all of that can say what you do, but your logo doesn't have to and maybe even shouldn't.
So what the heck should your logo do then? In a nutshell, your logo should visually represent your brand in a way that gets people to connect with and remember it. And, it should distinguish your business from other businesses.
Planning the structure and content of your site in advance will do wonders for keeping your website project on budget and on schedule. Realizing half way through the process that you need additional pages or that the flow of the site needs to be changed up or even that content has to be rewritten adds to the work your designer needs to do, which adds to the cost of the site and the time it requires to complete. So, take my advice and sit down and take these actionable steps before you hire that snazzy designer (note: you can also hire a strategist to help you do this), so when she gives you her questionnaire or planner or whatever she uses, you’re all set to go.
A few months ago, I read an interesting post by a designer I admire about using the one-concept approach with client logo design, and it got me thinking about this again. During the seven+ years of my partnership in ithree graphic design, the number of logo concepts to present to clients was an often-discussed (argued about?) topic.
As of today, May 1, 2017, my business name is officially Brave & Co Design. I decided to make this change in January of this year, for a number of reasons. Towards the end of last year, I realized that I needed some help with my business. I felt like I wasn’t really getting anywhere, and I realized that one of the biggest issues was that I didn’t really feel like I had a good handle on WHO I wanted to be, or even who I was. I didn’t feel like I could say what was different about me as a graphic designer or what I stood for as a designer and business owner. I’ve always had a ton of self-awareness with regards to my behavior and psyche, but I was struggling with translating any of that into my business.
I wish I had the aloof, vibe that is the hallmark of the super cool, minimalist designer. Were I one, I would design one-color (preferably black) logos paired with black-and-white photos or muted colored graphics with loads and loads of white space. My designs would say to the world, "Here you go, world. I don't need anything more than the barest of bare minimum to get my message across. Now, back the eff off, ok?
This blog post is going to be a huge departure from everything I've written so far. You see, I've been struggling to keep myself on the blogging bandwagon. According to the creative entrepreneur rule book, I'm supposed to be blogging as much as humanly possible about everything I know about brand design. It's a way to share my expertise with the world, bring clients to my door and let them know that I have a clue about what I profess to be my area of expertise.