Tips for for small business owners in the process of getting a logo designed. Here are some best practices and pitfalls to avoid. Good luck.

1. Do it well
the first time
Branding and Logo Design tips
for Small Business Owners

2. MARKETING DEFINITIONS
Brand
A unique and meaningful promise made about an organization or a
particular product or service. A reputation.
Visual Identity
The image that an organization uses, such as a logo, that constitutes
a unique representation of the organization and communicates the
core attributes of the organization’s brand.
Positioning Statement
A statement that describes the unique space an organization fills
and how it is different from all other organizations
2

3. BUILDING AWARENESS
To support your public awareness and development goals…
Establish one Develop brand Create
consistent brand & element usage materials
visual identity guidelines including:
including: including: ACHIEVE
• Brochures
• Logo
• Style guide SUCCESS!
• Letterhead
• Name
• Other
• Signs
• Positioning organization-
wide • Website
• Key messaging
standards
3

4. SOME MARKETING DECISIONS ARE EASY TO PIVOT

5. WHILE OTHERS YOU MAY BE STUCK WITH

6. 4 Principles of
Good Logo
Design
See article
http://www.offtheground.biz/top5-logo-
mistakes/

7. #1 – PROFESSIONALLY DESIGNED
You don’t have to spend a lot of money on a logo, but
you do need to spend some
“Free” VistaPrint business card
takes away your credibility

8. #2 – COLOR SELECTION
Be careful with color – there are lots of technical issues
that can arise if not designed properly
• 1-3 colors – MAX
• Careful with gradients – should be based on a
single color versus multiple
• 1 color option is essential for promotional products
Both Entries on 99 Designs.
Which one would you hire?

9. #3 SOCIAL NETWORKING OPTION
1) Doesn’t get cut off on
newsfeeds.
2) Is readable as a small icon
3) Is either inherently square
…
… or has a square alternative

10. #4 – COMPLETE DESIGN
If you want a tagline – incorporate it into the design
upfront

11. Creative Brief
To provide to your designer

12. DESIGN DIRECTION
Source : 99 Designs

13. BRAND ATTRIBUTES
• Design direction for company will be focused on:
 photography
 illustration
• Brand Attributes
o Feminine ------------------ Masculine
o Modern ------------------ Traditional
o Edgy ------------------ Professional
o Luxury ------------------ Economical
o Fun ------------------ Serious
o Loud ------------------ Quiet
o Simple ------------------ Complex
o Abstract ------------------ Obvious
o ________ ------------------ ___________
o ________ ------------------ ___________
• Like / Not like:
o Logos / brands we like:
•
•
o Logos / brands we don’t like:
•
•

14. TECHNICAL REQUIREMENTS
• Logo should be 1 – 3 colors max (including black or
white)
o Red: Passion, Anger, Vigor, Love, Danger
o Yellow: Knowledge, Energy, Joy, Intellect, Youth
o Green: Fertility, Wealth, Healing, Success, Growth
o White: Purity, Healing, Perfection, Clean, Virtue
o Blue: Knowledge, Trust, Tranquility, Calm, Peace, Cool
o Black: Fear, Secrecy, Formal, Luxury
o Purple: Royalty, Wisdom, Spirituality, Imagination
o Orange: Creativity, Invigoration, Unique, Stimulation
o Gray: Balance, Sophistication, Neutrality, Uncommitted
• Logo should include following versions:
 Tagline
 With a tagline
 Without tagline
 Both versions
 Social Networking
 Optimize design for social networking
 Include social networking alternative

15. DESIGN DELIVERABLES
Designer should provides you with the following:
• Logo
o Color deliverables o Formats
• Black & White • EPS
• Color – white background • Jpg (high res)
• Color – transparent • Jpg (low res)
background • Png
• Fonts
o Provide list of fonts used
o Provide zipped file with fonts
used
• Color breakdown (list)
o CMYK
o Pantone
o HEX
o RGB

16. ONLINE RESOURCES
While I like to use one of the trusted designers I’ve
already vetted, I’ve seen some decent logos sourced
online. The key will be to provide clear instructions in
the Creative Brief.
• Local freelancers
• 99 Designs www.99designs.com
• Guru.com
• Logo Tournament logotournament.com
Tip: you don’t have to accept any
winner of an online logo tournament of
you don’t love them.

17. About Julie

18. In 2002 , knowing nothing about the retail world,
I co-founded a publishing company

19. We put out dozens of cool titles
SmartsCo – games and guides that make learning fun
Custom Publishing

20. We got great press

21. And were even featured in a national ad campaign
for American Express
See clip of TV spot directed by Jesse Dylan at http://vimeo.com/13345298

22. We sold the company in 2008 and since
then I’ve been running a small project
management and marketing consultancy
We provide:
• Marketing Communications • Project Management
• Website development • Custom development
• Content Marketing • Talent Recruiting
• Collateral • Trade Shows & Events
• White papers • Strategy and Planning
• Branding • and much more ...

23. My strength lies in bringing all aspects of a project together.
content design
technology
I focus on integrating
design, content and technology
to stand out in a crowded market

24. If you need more guidance on how to build out your
brand.
Call me!
415.215.1234
julielegrand08@gmail.com
linkedin.com/in/julielegrand
@off_the_ground