Ask Global Wire Associates: Logo Design

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I want to launch a Thai restaurant.  I have been serving Thai food for five years as a caterer and now I want to take it to the next level with my own restaurant.  I want to design a logo for it, but I am not sure where to begin.  Any advice would be grateful.  

– Louie Mookjai, Birmingham, UK

Having a great logo is a central part of your brand strategy, as it can help to establish who you are to potential customers and vendors.  The first thing you need to do is to figure out if you are going to design the logo yourself or hire a professional designer.  If you have the design skills, time to do it and a limited budget, then you might try to design it yourself.  But in most cases, it would be worth the investment to hire a professional who understands brand identity.  A logo along with a good branding strategy can make or break your business in the long run.

Once you settle on who is going to design the logo, here are some ideas to think about as you go through the design process.

  1. What is your brand strategy?  What impression do you want people to have of your company? Who is your audience?  What are your short and/or long term goals?
  2. Keep it simple – Generally, a logo consists of a symbol and wordmark that clearly captures an audience and sells your business.  A logo that is too cluttered will become a distraction from your brand.  During the design process, think clean and simple.  A few good examples would be the logos for Apple or Nike.
  3. Color is everything – Color theory is a major component here as well, as it symbolizes how you want your audience to feel about your company.  The Logo Company put together an exhaustive list and chart of what certain colors can illustrate about your company.
  4. Is it flexible? – In today’s digital world, logos have to not only be designed to look good on print collateral like business cards, letterhead, flyers, packaging and envelopes, but also on a variety of screen resolutions for mobiles, tablets and computers.  The most effective logos look good both in black and white and in color.  Again, this is also why simple is better.

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