A great logo is a powerful tool to have in your branding toolkit. But what makes a logo a great logo? Here are some tips I have learned from others and some which I have learned the hard way:
Tip #3 – Research the Competition
Some logos are great…so great that your competitors are already using them. Ones needs to be aware of this so that his or her design can easily be distinguished from the competition. A few Google searches are often all that is necessary to avoid ambiguity.
Here are some questions to ask when one is researching logos:
- Why was this design chosen?
- Who does this logo appeal to?
- What does it say about the organization’s market strategy?
- How does it serve its purpose?
Please remember that there are a lot of poorly designed logos out there. One must be discerning while he or she is researching. The competition’s logo might not work for them, and more likely, might not work for you. In these cases it is helpful to note the reasons why the design does not work. One should learn from other’s mistakes so he or she does not make them as well.
I hope you can see that a little bit of research can give you a lot of useful information. I am not suggesting that you base your design on this information alone but it should be a consideration. This step of the process is key for both designers and clients alike. One should do their own research even if the logo is being designed by another person.
How have you benefited from conducting research?