Designing a new logo

Just as we are often judged by how we look, your organisation will be judged on its letterhead, annual report, office and staff. The most obvious aspect of your visual identity will be your logo; other elements will stem from this. If you don't have a logo, or you are considering a new one, here's what you need to do:

1. Think about what you want your logo to say about you - friendly, caring, efficient, concerned with animals, concerned with trees and the environment? Write down or sketch your ideas for how this could be achieved.
2. Write any words or straplines - a brief statement or description of your work - that need to be included in the design.
3. Plan your budget and timetable for the design process.
4. Decide whether your logo will be a design or just a stylised version of your name - take advice from your designer.
5. Decide on how many and which colours.
6. Brief your designer about your work and your ideas for a logo.
7. Ask for a design that will also reproduce well in one colour and that will photocopy and fax clearly.
8. Ask to see the logo on letterheads, compliments slips etc. to get a proper feel for how it will look in use.
9. Select a design.

Your logo colours are known as your 'corporate colours'. Use them whenever possible to reinforce your visual identity. For example, if your colour is blue, use it for your interior colour scheme, choose blue flowers in reception and a blue front door. It helps make you more memorable, which is vital to effective promotion.

Find out more about other marketing issues and examples in the In more depth section.