The Life of a Logo: Who You Should Hire to Create It
The best logos are so effective that you can recognize the brand they represent without even seeing the brand’s name. But getting there is difficult.
Logos may look simple to the average consumer, but a great deal of thought and strategy goes into them. In fact, logos are so important that they often take on a life of their own. If you want an effective logo, it takes several professionals to draft, design, and finalize it.
If you’re in the market for a new logo for your business, here are the roles you’ll need to move your logo from start to finish.
1. Market Researchers
Market researchers determine your place in the market, how you can add value, and how you gain market share. They also research your competitors, so you can identify their various brand styles and differentiate your own.
2. Marketing Strategists
Marketing strategists take your market research and turn it into an action plan. As part of building a marketing strategy, they’ll identify the elements of your brand that should be represented in your logo.
3. Brand Style Designers
Brand style designers help you come up with the elements that make up your brand. They’ll help you decide on colors, typography, imagery, and more, ensuring they all work in concert to create something memorable.
Illustrators sketch the initial drafts of your logo based on your brand style designs. Most brands go through multiple iterations of their illustrations, or they’ll ask for multiple options before choosing the illustration to move forward with.
5. Logo Designers
Logo designers combine your strategy, design choices, and logo sketches to create and finalize your logo. They’ll then provide your logo in multiple file formats, such as PNG and PDF. You may wish to have variations of your logo created to be used in different contexts.
6. Vector Tracers
Vector tracers take the images files created by your logo designer and turn them into images that scale to various sizes based on the screen. Creating your logo in vector images allows it to appear seamless on your website, no matter the size of the screen.
7. Logo Animators
Logo animators take the static image of your logo and turn it into something memorable and dynamic. You can then use this animation in digital spaces, such as your website, or you can use it in video productions like webinars and explainer videos.
8. Stationary Designers
Once you have the file formats you need, you can hire a business card and stationery designer to fix your logo to business collateral. Business cards and hand-outs with your beautifully designed logo will leave a lasting impression.