In this 5 minute video designer John McWade says it well. It’s far too easy to get deep into a logo project without really understanding the reason for starting. “I have a business, so I need a logo,” doesn’t really provide the clarity and direction that is needed to produce a winning result.

Beyond that, it’s time for an honesty check. An ideal logo designer needs to be an insightful marketer, a skilled production artist and also posses great visual acuity. If you or your team is missing just one of those pieces, looking for the perfect logo may lead you down a long and winding road.

It really comes down to the person. An online logo design company with a 200 page catalog may look impressive, but will you end up working with a person who will take the time to understand your business at a deep level? On the other hand, if your story is easy to tell, you might run into a art student at a junior college who is perfect for the project. Over the years, I’ve had the pleasure of meeting and/or teaching such students here in Rancho Cucamonga. Some now work at high ticket ad agencies.

There are many dead end streets on the logo journey. Get some good directions, and never settle for a sub par result. No logo is usually better than a poor logo. In fact, a simple typographic-only treatment may be just the ticket until you’re ready for a full blown logo design.