1) LISTEN TO YOUR CUSTOMERS.
Consumers of a brand may discuss the brand and associate it with particular characteristics that can be incorporated into the design. For example, the logo of a technology company that aims to be cutting edge but is considered user friendly by consumers should cater to the views of the consumer and create a logo that is vibrant and colourful signifying user friendly technology.
The essence of logo design is for better brand recognition, when consumers begin to relate a brand to a particular feature then using that feature for the basis of a logo design would be the most effective thing to do.
2) DETERMINE THE BUDGET FOR LOGO DESIGN.
The cost incurred to a company while commissioning a project for logo design does not only include the costs incurred when relegating the task to a professional but also includes the costs incurred while printing the logo onto various marketing products. Highly successful logo designers will be able to determine if designs can be easily printed onto marketing products or if the costs of printing would be too high. This should be an important consideration for start ups which may not be able to spend too much on marketing.
3) DO NOT BE OVER SPECIFIC.
The logo design for any company should be a little broad based and not be too specific to the current business of the company. This is because a lot of companies, over time, broaden their business domain or change businesses. This will result in the logo becoming outdated.
A logo specifically designed to represent a particular business may have been great to start with but as businesses change, you will be forced to change the logo as it does not signify your current business. This might leave you at the cross roads as people may strongly connect the logo with your company and changing that might affect your brand identity.
4) PEOPLE SHOULD RELATE TO THE LOGO.
For a lasting and effective logo, the design of the logo should be such that it relates to the consumer and engages them. There should be a remarkable angle added to the logo that a consumer can associate with. A logo design company with a pulse on market trends will design logos that appeal to the common man without it being too difficult to comprehend. A logo design that is too complex for the layman will never become as popular as you would want it to be. The best way to ensure that your company gets a great logo is to entrust the job to a highly recommended graphic design company that would carry out intense market research before assigning a winning logo.