Are you considering freshening up the look of your organization with a new logo? Perhaps you are about to open a school, shul, or community kollel, and are beginning to think of what your logo should look like, the color scheme, etc. Here are seven points to consider before hiring a graphic artist:
1) Remember, logos are important. A logo provides a sense of legitimacy. It gives an organization an identity. Every subtle nuance of a logo should be thought through in a sensitive manner.
2) Graphic designers know how to create beautiful logos. That’s both a blessing and a curse. You see, more often than not, a graphic artist will think only in four-color images. But, as a non-profit, you aren’t always going to be able to afford paying for four-color printing for every single envelope, flyer, etc. And so, it’s important to make sure your logo options look good in one-color. Here’s a good piece of advice to keep in mind: using different tones can be a great way for a two-color or one-color logo to look more professional.
3) Make sure that your logo is versatile in different print layouts and different online applications. How can you avoid this problem? During the design stage, ask your graphic artist to provide you with multiple versions of your logo: horizontal, vertical, stacked. Having these approved variations of your logo will avoid the necessity of being tweaked. After all, in today’s world, you need to keep in mind how your logo will look as an avatar, favicon, profile image, and on various social networks. (By the way, there’s a free social media images generator, see here, that will help you make certain that your image is cropped and ready for the dimensions of each site).
4) If you are at the stage of looking for a (new) logo, you probably have also been looking around and noticing other organizations logos. Inspiration can come from anywhere. It can come when you are about to grap a sefer off the shelf or while you are walking in the grocery store! We recommend that you take a minute or two and write down all the logos that you like and dislike. In so doing, you’ll be that much more prepared when it comes to telling the graphic designer what type of overall look and feel you want your logo to convey.
5) Assume that your logo is not something that is going to remain solely on a website or on letterhead. Ask yourself, “how will this logo look on a hat, yarmulka, t-shirt, coffee mug, etc?” Make sure that your logo will look great on paper but also on other objects. You can test it by ordering some things with your potential new logo through CafePress. Another idea is to walk into a local embroidery/screen printing shop and ask them for their thoughts on how the logo options you are considering moving forward with will look once each one is printed.
6) Before signing a contract with a graphic artist, ask to see if they offer a discount for nonprofits. You’d be surprised to see how many people do in fact offer one – all that you need to do is ask!
7) Finally, make sure that you receive scaleable logo formats that can be re-sized and re-colored for different situations.