A Logo Isn't A Tattoo!
Why Your Personal Tastes Have Nothing To Do With Your Logo
 
As a business owner, one of the most important business decisions you'll make is choosing the design of your logo. Whether you design the logo yourself or hire a designer, you'll have to make some decisions during the design process.
But you want to make sure that the logo you decide on will work well. Many business owners make the mistake of basing their logo choices on their personal preferences. But your 'likes' should have very little to do with your logo design.
Before I go into why this is the case, let me tell you a story of the most difficult logo designs that I ever did. This logo was for an entrepreneur who was running a very small spa.
Now, this project didn't start out difficult. I'd done several logos for spas in the past and during the course of those projects I had learned a lot about the industry. The business also had a good, solid brand definition, and the business owner had filled out my branding worksheet thoroughly. So I thought that the project would go smoothly and that I'd create a fabulous logo for her in no time.
I designed her first round of the logo to reflect the brand that she'd been setting up for herself. But, when she got the initial designs, I got an almost immediate call back — she hated them! We talked a bit about her brand, her clients and their tastes, and all of the things that I take into consideration when designing a brand. And we talked about how the sketches reflected those considerations. But then the real problem came out — she actually had a bigger vision for her logo.
She wanted to have the final logo tattooed onto her hip!
She wasn't just looking at the business effectiveness of this logo — she wanted a sexy personal symbol! This was a whole different challenge.
She was set on designing a 'tattoo' logo, even though I didn't recommend it. We wound up taking a whole different approach to the project and we did come up with a logo that she loves. Luckily her clients still react well to the finished logo, so it works for her business. But if you design your logo from your personal perspective, instead of taking your clients' viewpoints in mind, you might be setting yourself up for disaster.
So, what's the best way to decide on your logo design?
Going through this process doesn't always result in a logo you'll love. For example I don't love my logo. But it communicates what I do — creating designs that help small businesses stand out from the competition. And my clients get the message (or a message that's close enough and still works!). They like my logo so it does its job. Of course, I never wanted to get it tattooed on myself!
About the Author
Erin Ferree is a brand identity and marketing design strategist who creates big visibility for small businesses. Through her customized marketing and brand identity packages, Erin helps her clients discover their brand differentiators, then designs logos, business cards, and other marketing materials and websites to reflect that differentiation, as well as to increase credibility and memorability. As the owner of elf design, Erin is passionate about helping small business owners stand out in front of their competition and attract more clients. Hundreds of small business owners across the US and Canada have relied on Erin to create content and visuals that support their brands.
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