I end up educating clients on this more often than not, so I’m just going to break this down in a few bite-sized chunks.
Your logo should represent what you do at a glance.
Your logo should avoid cheap Photoshopping tricks. Those only convey cheap to your service / product and will look outdated quickly.
Your logo should reproduce very well both in black and white and in full color.
Is it usable? Your logo should still be clear at the smallest size it will be used. Avoid tiny or fine type.
It should be constructed to embroider clearly on wearables and saddle pads.
It should make you say “YES!” when you see it for the first time.
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” -Antoine de Saint-Exupéry
I highly recommend working with a designer that specializes in logo creation. Distilling an entire company persona into something 2 x 2 inches is no easy feat. Ask to see their logo portfolio. If they leave you feeling “meh,” keep looking. If their designs feel clever and resonate with you, start a conversation. They will need to know your company’s flavor and persona to create something that really represents you accurately.
The acid test, if you can read a saddle pad logo clearly from a horse that canters by on the rail and recognize it, the designer has done their job.
You are competing with so many equine businesses out there for attention and recognition, so be sure that you stand out.
Compare the below examples to the list above. I’ve selected them as excellent examples of standing out in a crowd and how they represent their company. If you need help finding a logo designer, let me know and I will point to you an expert.
ABOUT THE AUTHOR
Hi, I’m Amanda! As a life-long equestrian, I understand the importance of keeping our horses healthy, happy and well-appointed. And with over 18 years of experience in marketing, I can help you to translate that shared goal into a brand that drives sales. I’ve mastered marketing strategy, branding, website production and digital media marketing, and led successful teams to bring it all together. So it’s a pleasure to offer my services and knowledge to those who make my life more enjoyable, and to bring new products and services to others to keep our horses happy and healthy. Connect with me on Twitter, Instagram, Facebook and LinkedIn!