Use your designer as a sounding board when thinking about which aspects of your business to illustrate.

1. draw people in with intelligent logo design

2. Show people what you do
Illustrate a feature of your business.
What exactly do you do? List everything that you do and bring it along to show
your designer. You can then discuss in detail those aspects you feel strongly about
and which ones could be contenders for incorporating into your logo design.
It’s important to note however, that the final logo design should only ever try to
convey one aspect. If you try to communicate more than one then the overall
message will become weak and confused.
The logo opposite was designed for a private detective firm called
Alpha Investigations. It can take a few seconds for the penny to drop but when it
does it reveals a very economical illustration. Great ideas have legs and this one
was no exception. We placed it on a postcard with a clear varnish finger print in
the centre of the eye piece and we even gave our client a hole punch so he could
punch a hole through the logo before handing the card over to his prospect. A
fantastic way to be remembered.
Work together
Use your designer as a sounding board when thinking about which aspects
of your business to illustrate. They will be experienced in what features will
come across with the most strength and simplicity in a logo.
Client Alpha Ivestigations
Business Private Detective
© drawn in | www.wearedrawnin.com
drawn in by logo design

3. Examine the competition
You need to know what you’re up against.
1 colour = simple, effective and strong stand-out.
The ‘>’ above the ‘t’ tells us something about the
brand, such as they move forward or that they are
‘greater than’ others.
2 colour = simple, effective and strong stand-out.
The way that the two letters are almost ‘interlocked’
gives a sense of continuity or development.
It’s no good investing time and expense in designing a great logo if it doesn’t
stand up to the competition.
2 colour = simple, effective and strong stand-out.
Simple message here: ‘We make successful PEOPLE’.
Make a list of your direct and indirect competitors to give to your designer.
You can point out your main, secondary and tertiary competitors. You should
also think about their strengths and their weaknesses, what areas do they
excel in and which ones do they fall short? This simple analysis can reaveal
new perspectives which your designer can take advantage of to produce an
effective logo.
Then your designer should examine the visual elements of the competitor’s
logos. What messages do they convey? How are they constructed? This
will serve to avoid similarities in the final design when compared to the
competition. It also helps to ensure that your finished logo will stand out from
all the other challegers in your market.
Stand out
The findings from our competitor analyses often show a lack of competitor
logos communicating features or benefits of what they do. This is why we
always try to illustrate one of those aspects in our client’s logos It is an
effective way to raise their logo over and above their competitors and ensure
that it is remembered by their customers.
© drawn in | www.wearedrawnin.com
Client McLaren Solutions
Business Provider of online HR resources who help their clients increasse productivity
drawn in by logo design

4. Wit
Wit can win a place in your customer’s memory.
With care, the use of wit in a logo can help people to remember the design.
This is simply because it can stop people in their tracks, get under their radar,
step quietly into their minds and produce a smile. This is an effective way
to engage consumers. They see something, almost look away then look at
it again because there is something there which grabs their curiosity. And
when the penny drops and they understand what they are looking at they feel
rewarded - they’ve got the idea, they’ve worked it out.
All in all wit and the communication of an idea in this way can help people to
sympathise with your brand. They are then a lot more likely to stop and listen
to what you have to say.
Engage your customer
The power of a good idea in logo design is that it produces an effective tool
to engage your customers. It engages them by encouraging them to spend
a little more time looking at your brand and trying to figure something out.
Client Magical You
Business Life Coaching service aimed at affluent women
© drawn in | www.wearedrawnin.com
drawn in by logo design

5. Communicate a benefit
What is the end benefit your customer receives
after using your product or service?
Think beyond what you do to what your customer gets. What’s in it for them?
This is a very strong device to use in your logo design because it by-passes
the practical considerations and taps directly into your customer’s emotions.
Volvo don’t sell cars, they sell peace of mind to saftey conscience parents.
Apple don’t sell computers, they sell intuitive technology experiences.
Our client Create, is a smal,l independent building company. And as with
the examples mentioned above, he doesn’t sell building services, he sells
happiness. He sells that smile on his customer’s face when they see the result
of what he has created for them.
Communicate benefits
It’s worth bearing in mind that many people fall into the trap of continually
communicating features, and ignore the benefits. This is because, while it is
fairly straightforward to list your features (what you do), it can be difficult to
get at the true benefits you give to your customer.
But don’t worry, just talk to your customers and then to your designer. You
will soon identify a key benefit to communicate to your audience.
Client Create
Business Builder
© drawn in | www.wearedrawnin.com
drawn in by logo design

6. Counter negative perceptions
What fears do your customers have and how can you
reassure them?
Are there any concerns your customers have about your industry? Think about
when you are buying a used car and that fear of getting ripped off, or if you’re
thinking about buying a laptop and worrying about how reliable it is. Imagine
what goes through somebody’s mind when they’re buying a plane ticket and
they’re scared of flying?
If you can reassure people, especially if your competitors are not reassuring
them, then potential customers will choose you over your competition.
For example, chiropody has many negative connotations: smelly feet,
verrucas, warts, I think I’ll stop there, you get the idea. So when Hannah
Macleod came along it was a simple creative play on her name that gave us
the perfect counter image of a light and fluffy foot. Combined with rounded
corners and a calming colour pallet it serrved to allay people’s tootsie fears.
Counter negative perceptions
Remember to inform your designer about any fears your potential customers
may have about your product or service. These fears, when confronted
and answered with a strong reassurance, can be the tipping point of your
customer choosing you and not your competitor.
© drawn in | www.wearedrawnin.com
Client Hannah Macleod
Business Chiropodist
drawn in by logo design

7. Thank you
I hope that this document serves you well
in your logo design endeavours.
get in touch
If you have any questions or would like to get
in touch to discuss any of the points raised in
this presentation then please contact:
Graham Foster
+44 (0) 20 8242 6051
graham@wearedrawnin.com
Stay in touch
www.twitter.com/wearedrawnin
about drawn in
We are a multi-disciplined branding agency based in Bournemouth. Founded by
Graham Foster in 2007 it has grown steadily and is now working with clients all
over the world. Graham has been creating and developing brand identities for over
a decade. He has worked with brands including Tommy Hilfiger, Islington Council,
Lloydstsb, YouGov and BP.
why us?
We develop effective and successful brands. Our expertise lies in the ability to see
each project from many angles, and then develop creative solutions for each angle.
This means our clients can choose what they feel to be the right solution for them.
Our clients stay in control and we guide with our unparalleled expertise. We know
the importance of keeping our clients happy.
© drawn in | www.wearedrawnin.com
drawn in by logo design