magic-logosDo you love a good story?

I do. I love to curl up with a novel and get to know the characters and share their journey through the book. I have to say that I’m a bit of a book addict really and would read all day if I could.

It all started when I was five. I got my first Roald Dahl book set for Christmas and carried it around with me all day. I loved the stories and I loved the illustrations. In fact Quentin Blake’s beautiful, daft and funny illustrations continue to enchant me – I even collect his greetings cards!

Recently, I’ve been asked to design some logos.

I don’t mind designing logos, but I struggle to design them on their own. In the end, I turned down the work because I wouldn’t be giving them the proper Business Beautician treatment, and, being a bit of a perfectionist, that just wouldn’t do.

You see, I’m a novel girl. I like to see the whole picture, to explore my clients’ businesses, understand their characters and help them to grow with branding that says it all. Designing a logo on its own is like writing a short story or a poem and without the background story. It’s really hard to get right. It’s a tiny snap shot of the business, encapsulating the character and personality, aims and dreams of the business and the owner.

I do design logos, but only in context.

Some of the best logos are simply signatures that focus on one aspect of the brand. This may be a colour, a symbol or a very visual font coupled with the business name. It will sit perfectly on the website, on brochures, leaflets, even social media but will always be accompanied by the more meaningful brand elements – the imagery, the copy, the words, hierarchy, colours, fonts and even the spacing. All these things make up the story of a business.

So I do design logos. But my logos work as your business’s signature. It might be the first point of recognition for your customers, but it will always lead to the greater story.

Here are some useful questions to ask yourself when looking at your logo:

  1. Does it stand out? Simple powerful graphics work really well. Some of the best logos are simply a couple of shapes.
  2. Is it memorable? Again, simple works best. Can your customers recognise it at a glance?
  3. Is it unique? How many globes have you seen to symbolise an international brand, or lightbulbs for ideas? Avoid the clichés and find something that is unique to you.
  4. Is it simple! Cut down the words. Shorter logos are punchy and memorable. Don’t be tempted to add detail to your logo, leave this storytelling to the rest of your branding.

How is your logo working for your business?