What’s the process for an entrepreneur?
Starting a business is exciting! Quite often, one of the first questions that comes to mind once the decision to start a business has been made is: what will my logo look like? Some entrepreneurs have a very clear idea of what they want, but for others, the answer is a little more vague, as is the path to get there. So where do I start? Understanding the purpose of a logo and the options available for its creation can help you make the right choices, depending on your company’s objectives and size. Indeed, a logo has many uses that evolve over time, so it’s a good idea to ask yourself the right questions so that you end up with a final product you’ll be proud of.
The first question may seem obvious, but do you know how to answer it? Basically, what’s the point of a logo? What are the options for creating one? How do you articulate your request, and what process should you expect if you choose to work with a graphic designer?
Please note: we’re not talking price here, but process. While a logo created by yourself online can be downloaded for a few dollars, a logo with several variations and a complete graphic charter can cost several thousand dollars. It all depends on your needs, your finances and your company’s level of development.
Ready to learn more? Let’s go!
- The first fundamental question: what’s the point of a logo?
- Firstly, your logo identifies you at a glance. It acts as a symbol that makes it easy for your customers to recognize your services and products. Similarly, it sets you apart from other companies. Whether you like it or not, as an entrepreneur, your logo will be directly influenced by your personal tastes. It will therefore be very revealing.
- Secondly, your logo conveys your company’s image and values. It can help you raise your profile by catching the eye of prospective customers, making them want to do business with you. In this sense, it also makes your team and your customers proud to be associated with you.
- Thirdly, it’s a key marketing element and a powerful communication tool, since it will be used on all your visual media: website, social networks, business cards, packaging, advertising, and any other medium you choose. It’s a good idea to keep in mind the ideal format for your logo so that it can adapt to all my media; too wide and it won’t fit in well on social networks. Too much gradient? More difficult to print. Special or badly inserted font? It will be confusing.
- Logo design options
- Free websites: A number of free or low-cost online tools make it easy to create a logo. This affordable option is definitely worth considering for a start-up company.
- Company offering graphic design services: A company with better financial means has the opportunity to turn to someone specialized in logo creation. Many companies do business with a third party to create or revise their logo. Take Desjardins, for example, which recently upgraded its logo by partnering with an outside firm.
- Guidelines and tips to keep in mind when meeting with a graphic designer
- Choose who you do business with. In other words, store around! Always keep in mind that creating your logo is a team effort, and that it’s important to have a relationship of trust with the person who will be creating it. You need to feel at ease in order to have frank discussions and ensure that your logo reflects your company’s image. Don’t hesitate to ask to see the portfolios of the graphic designers you want to do business with; this will certainly influence your final choice.
- Think of important information to give to the designer. Have the following on hand and be prepared to explain certain points:
- Your company name
- The story behind your company
- Services/products offered
- The colors you want to highlight
- Deadlines to be met
- Your budget
- Your ideas and inspiration
In fact, the last two points go hand in hand; the more you’re able to share your ideas and inspirations, the more control you’ll have over your budget. Even if your graphic designer is an artist, he’s not a mind reader. If he doesn’t have a clear path to start from, every direction will be explored. So you’re in for some surprises.
4. What you can expect from the designer
- It should clarify your requirements and needs
- He must make sure he understands the guidelines
- As part of the design process, he should be able to offer you logo options as well as formats or variations suitable for all platforms.
- Ideally, logo choices should be accompanied by clear explanations.
- He must be available to answer your questions
5. Dimensions, colors, variations, formats
Has anyone ever asked you to provide a logo in .ai or .eps format? What about png or jpg? What are the differences?
Most graphic designers use Illustrator from the Adobe series for logo creation. This produces a pixel-free format that can be printed in very large quantities. Just as Excel produces .xlx files and Word .docx files, a logo created in Illustrator produces a format with an .ai extension. So when you’re asked for an .ai format, you’re being asked for the logo in its original vector format. This logo can only be opened in Illustrator. The .eps (Encapsulated Postscript) format, on the other hand, is the graphic version of the vector format generated by Illustrator, which can be opened and read by a multitude of programs used by printers. This is also the format you’ll be asked to use to create promotional items, create a matrix to break up clothing featuring your company’s logo, etc.
The jpg format speaks for itself, and is by far the best-known and most widely used for images in general. The difference between jpg and png is that jpg will add a white background behind all the images it saves, something that png doesn’t do. In the case of a photo, this is less visible and doesn’t make much difference. On the other hand, if you decide to put your logo on a candy-pink page and it has a big white square behind it, it doesn’t look as good, let’s face it.
When dealing with a graphic designer, I recommend that you request a file containing :
- Your full-color logo in jpg, eps, .ai and png format
- Your logo in black and white in jpg, .eps, .ai and png format
- A square version of your logo (for social networking, among other things)
6. At Arcane Évolution, when creating a logo, here’s what to expect:
- An initial meeting to discuss the above-mentioned points. It’s important for the graphic designer to have a solid base from which to create a logo in line with your corporate identity, or to evolve it according to your needs.
- A first draft of 2 to 3 options sent by e-mail in the form of a presentation where each option is explained. This allows the customer to understand the idea and the “why” behind the visual.
- Once the best option has been chosen, it is further refined by the graphic designer. If necessary, a call can be scheduled, since it’s the option chosen by the customer that will be refined by the graphic designer. This is where the magic happens! This stage includes 2 rounds of corrections
- The refined logo is sent by e-mail with a final version and possible color choices.
- Customers choose their preferred color and can request adjustments if they wish.
- The final logo is sent for final approval.
- With the customer’s final confirmation, the logo is declined in different formats to suit all intended uses, and sent to the customer.
This creative process generally takes from 4 to 8 weeks. Any questions? Write to us!
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