Follow a Designer’s Cues—By Jonathan Munk
Getting a logo design is normally an exciting part of starting or updating a business. Most of the time, the business owner has some distinct ideas about what he or she wants in a logo, and having a designer graphically create that vision can be a challenge. In fact, sometimes designers come up with ideas that are completely different than what the business owner had in mind.
As frustrating as this can be, the unwanted design may be expert business advice that’s worth considering. Graphic designers may not have familiarity with your particular industry, but they certainly have expertise on what is visually appealing and what is not. A logo concept that doesn’t fit what you had in mind might actually accomplish what you want your logo to do in a simpler, more effective way than your idea could.
As an expert, the designer will probably know the best way to tell existing and potential customers what your company is all about. Think of it as a taxi driver who, because of her experience driving through a city, will know the best route to the hotel or restaurant you want to visit. She will know whether to take the interstate or the surface streets, she’ll know what roads to avoid, and she’ll be familiar with all the traffic patterns. As a passenger, you can tell her to take a particular road or lane if that’s what you want—and she’ll do it—but remember that your route may not be the most effective—and it could be the worst.
Remember, the best logo is one that conveys the company message simply, directly and clearly, and a professional designer most likely knows how to do it.