Brand Identity Starts with the Logo


Brand identity starts with your logo. A company’s logo is the beginning of a relationship with your customer and the first visual example of what a company stands for. In some cases it may be the only opportunity you have to connect with a potential customer. It is very important that your logo design reflects your company’s unique brand attributes. The goal is to build a strong connection with your potential customer when they first see your logo.


  • Identify the logo committee members. (Small approval committees of 3 to 5 people work the best.) Whoever is in the original meeting with your designer should continue participating in all meetings throughout the design process. No additional committee members should join midway in the design process as new ideas and direction can create havoc with ideas in process and may end up costing you additional money.
  • As you work with your designer explain to them who your company is, how you envision your brand. What do you want people to think, see or feel when they see your logo? What thoughts do you have about the design direction? This will be a good benchmark to return to if the design direction later gets off course.
  • Ask your designer to provide a written estimate that details the process and your final art delivery.
  • The written estimate should include deadlines and identify ownership of the logo and art files.
  • Search the Internet for logo designs you feel have a style or color arrangement you like and discuss your likes (or dislikes) with your designer.


  • In most cases a designer will come back to you at an appointed time with a few rough sketches for you to   choose from.
  • Review the rough sketches and discuss the pros and cons of various designs. You may like one of the sketches and then the design process is nearly concluded! Or you may want to see a morphing of ideas from those presented. Make sure you give the designer clear direction. Whatever you end up with will be an important part of your company’s brand for many years.
  • After you have reviewed the revisions you requested and hopefully have chosen a design you like, work with your designer on fine-tuning the colors you want to utilize for your logo. These colors will be an important part of your brand development. Don’t pick something that is too trendy that will not be popular in a year or two. Make sure you also have your designer provide a black and white and reverse of the logo for use in specific situations.
  • Ask your designer to provide you with Pantone and CMYK numbers related to the colors used in the logo. This information will be helpful to you down the road as you supply your logo to various vendors.
  • Your designer should provide all versions of your new logo to you in a variety of file types- (Vector pdf, jpg and png) on a CD or email them to you depending on your preference. Make sure that you create back up files in a secure off site location so that you always have the original logos in case of fire, loss, etc.
  • If your company uses a style guide then now is the time to update or create a style guide so that all members of your marketing team have clear directions on colors, logo use, etc.

Enjoy your new logo!

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