How to Choose a Logo

I’ll be the first to admit that I’m not a graphic design expert but as a product manager I spend tons of time figuring out which web graphics will cause the desired result and which won’t.  This blog post is meant to help start  you off in the right direction when you are trying to choose a logo.

I have had to make decisions on a number of logo designs and like most customer facing design decisions I always start with the “why”.

Why are you putting a logo on the site? You might think this question is silly and overly obvious.  But it’s a good exercise to make sure you can answer this question with something more than just “because we need a logo”.

Does this logo need to do something different than other logos? What is the desired result of this logo? If you can’t answer these questions then you’re not ready to make a decision on logo design.

For example: is a new social network for school communities that I’m currently the business director of.  So why do we need a logo on the site?

Answer: to get people to remember they were on as opposed to another site.

Our strategy is to promote the name as simply as possible.   I don’t think we should use an image as part of the logo.  As an example of websites that simply use the company name: facebook, google, linkedin, keek (I worked on this one too), path, digg, lifehacker, paypal, craigslist, ebay, wikipedia and on and on and on.

The common denominator with all of these websites is that they are simply trying to get people on them and to stay on them as often and for as long as possible. That is how they make money. Using imagery in a logo is common for websites that promote a product that is something separate from the actual website like a car or a band, etc.

When trying to cary your brand from one location to another imagery ties the product to the online display so people know they are on the right webpage in case they might have gone to a different webpage with the same name but for another product.

The purpose of our logo is to get people to remember the name ‘’ and to come back to that url as much as possible. That is what we are selling.

If you want get a deeper understanding of how to design a logo here is a great book I can suggest.

Now for the engaging part of my post… If you can give me a reason to use imagery for the logo and send me a design that makes me change my mind we’ll use it and give full credit.