A good logo design can mean the difference between a pretty picture or a professional brand identification that potential clients can recognize and associate your services with. With hundreds of services offering cheaper and cheaper design packages, it can be difficult to know who to choose to develop your corporate identity.

One of the first things to check is the design portfolio. This is where quality heavily outweighs quantity. The few (or hundreds of) logos a designer chooses to show speaks volumes. Aside from being unique, a good logo should be strong and simple. It should also be transferable in terms of colour and theme and scale well.

Logos should be designed with a few general points in mind.

• Who is the target market the logo should appeal to?
• Where will the logo appear?
• What services or products offered by the company?
• What is the company’s unique selling points?

It is not uncommon for people to try to save money on what is probably the most important visual representation of their brand by “getting it done on the cheap” by friends or amateurs. This can have disastrous results, making your brand appear unappealing at first glance. In turn, this can lead to problems in reproducing the logo for print or digital versions and eventually even costly re-branding.