1. What do you want your logo to say to others?
After being in the corporate world, I knew I wanted a logo that was professional, but I also wanted an element of fun to help illustrate that I am approachable and creative. You have to be mindful that your logos doesn't come across in a way that does not align to your target market. My services provide value to individuals and yet I also have corporate clients, so my logo needs to work for both.
2. Does your logo reflect your purpose?
Some logos are created without intent, or at least they are created to be different from everyone else, but without a ton of thought. Creating a logo and a name is hard, so it is easy to default to a "Just get it done, please!" attitude. In my case I really wanted synergy between my logo and the goals and vision of the company. Since my focus is personal branding, that requires a lot of reflection. Whether you are a company or a person, you have to see how others see you. Perception is Reality.
As my friends and clients know, I really like using frameworks and being structured with how I help them assess their brand and move the needle on it. So I do use Venn diagrams in my work. However, with this concept of aligning perception and reality, I really did not want to use circles, so we used squares instead. The design team I worked with was great at helping put these thoughts together in a logo. Although I had the name of my company in mind, I also worked with a firm to come up with additional names just to be sure I was not missing anything. I highly recommend getting lots of feedback and input on naming and logos. Both have to resonate with your target audience.
4. What colors should you use?
I knew I wanted my logo to feel energetic, and have colors that represented moving forward. Doing self-assessment and brand discovery are empowering for my clients. Yellow and blue naturally came out - together, of course, making green. So the more your reality and perception are aligned, the more forward progress you can make. Research the colors that evoke the desired emotions you want your logo to convey.
5. Is your logo unique and do you love it?
I knew the instant I first saw my logo that I loved it. Once I started playing around with it on business cards, pens, and iPhone covers, it just felt right. I did look to see if it was different and unique, which it seems to be. Everyone that sees it really loves it, and when I explain it, they love it even more. A great approach for validation is to ask friends, family members, and also people who know nothing about your company. Understanding how others view the logo is another way to ensure your logo is unique and also conveys what you want. Testing, listening, and learning is critical.
Of course I am biased. That said, these questions were the key ones that helped ground me on my journey.
Be consistent, be authentic.