Joshua Conran is the Managing Partner at Deksia.View all articles written by this author
A logo needs to carry a brand and set expectations that can be met by the company. But it also needs to be something that the company can get behind and believe in. So we have to make sure that a logo not only speaks directly to the client, but also speaks to the client’s stakeholders as well.
When designing a logo, it needs to be more than just a pretty picture. To really achieve the necessary results, a company has to work with an actual artist that happens to do graphic design, so he or she can capture the essence of your business through elements like color usage and space usage. The logo has to actually feel like something. So to enable an artist to do that, we gather the right information.
Having the research behind a logo is critical to avoid unnecessary changes and versions. If you have solid information to support your choices, you have a better chance of creating the correct logo on the first or second attempt, as opposed to making ten versions and picking whichever one you like best. We can build a logo that actually speaks to who you are, who your clients think you are, who your potential clients want you be, and that distinguishes your business from the competition by showcasing the qualities you have that they do not.
If we do the research and we come up with a logo that we’re certain is good, but for whatever reason doesn’t resonate with the business owner, we need to take that into account. Even if we think it looks great and carries the message perfectly, the client needs to believe in it. So when the business owner doesn’t agree with our choices, we take that into account. We back up the decisions we made, but we also try to make adjustments while maintaining the integrity. We want the client to believe in the logo just as much as we do, and just as much as we think potential clients will.
When we worked with Eastown Veterinary Clinic, we did the research and went through multiple versions of the logo internally, then selected what we thought was the best one and submitted it to the client. The client liked it, but had concerns with some of the color choices. What she suggested was more of a palette change, so her ideas didn’t affect the feeling of the logo at all, because it stayed in the same spectrum.
That’s an example of a compromise: she liked the logo we made but wanted to make a couple adjustments, and we decided we could make those adjustments without compromising the integrity of the brand. Now Eastown has a successful brand the business owner can believe in, and that the business’s clients enjoy as well.