When you’re designing a logo for your business there is a lot to consider. You’ll need to make sure that it represents your company, is recognisable and is engaging for customers.

You’ll want to make sure that it informs the other elements of your business’ design work too, so you may find that developing the logo in conjunction with web designers in Kingston is a good idea to ensure it’s suitable for online, as well as print and anywhere else you may want to use it.

Although you may think that this is a very internal process, a recent article in Adweek highlighted how research can help inform your logo design.

The kind of research you’re doing will depend on why you’re having a new logo designed. For existing businesses, you need to understand whether your brand is already strong and you’re changing it to allow for diversification, or if it’s struggling and you’re making a change to give your company a boost, for instance.

In the case of the former, you should conduct a combination of qualitative and quantitative research to identify the existing strengths of the brand and to help ensure that the design aligns with the business’ specific goals.

For the latter, you need to conduct qualitative research to build a story around consumers’ relationship with your brand to understand what needs to be worked on.

Of course, research isn’t the be all and end all when it comes to logo and brand design, but it can help you explore new areas and ensure you’re truly speaking to your customers with your design changes.

There are always trends within logo design to bear in mind as well. One that we’ve noticed coming back around is a move towards serif logos, as opposed to the sleek sans-serif fonts that have been favoured in recent years.