Help, My Logo is So 1999! — Part 2

Part 3 of Logo Redesign — and Win a Free Logo Design Yourself

Editor’s Note: This is Part 2 in a 3-part series about designing a new logo for a website I own called Selling to Small Businesses. In Part One I outlined how I went to the by HP site and commissioned a new logo. I received eight preliminary design concepts. From those eight I narrowed the field to 3 logo designs that I thought had potential. Then I asked for feedback from readers — YOU!

Of the three preliminary design concepts that I wrote about in Part One of this series, Composition number 1 seemed to get the most favorable response from the most readers (thank you all so much!). It was also my own personal favorite. So I decided to narrow my choice down to focus solely on Composition number 1:

Logo concept 1

However, as your feedback suggested, Composition number 1 is not quite ready for prime time. It still needs some work.

So the next step in the process is to give the Logoworks designers some input about my chosen Composition, and ask them to make revisions.

Organizing the Feedback

I closely considered each of the comments that readers like you left following my first article asking for feedback. Among the points, I summarized these:

  • The word “business” should be turned into the plural “businesses” to match the correct name of the site and the URL.
  • A number of you suggested adding the “.com” to the logo, either above or below. I like that idea. And if we include the “.com” then the words “sellingtosmallbusinesses” should be put together as one. However, because that is a string of four words and can be hard to read because it is so long, visually the words need to be distinguishable. For instance, there should be a different color for one of the words, or perhaps the beginning letters in each word should be capitalized, or some other method needs to be employed to make it easier to read.
  • One reader suggested that “the relative size of the clip makes the logo more challenging to use in a variety of placements and projects. You might want to also work up an abbreviated companion version with the clip sideways, over or under the name.” That sounds like good advice, so I asked for a variation to include different sizes and placements of the paper clip graphic.
  • Several of you suggested eliminating the tag line “selling to small business owners” on the theory that it was redundant. I agree — it seems pretty obvious what the logo is about and there’s no need for the tagline. Besides, including the tag line would make for quite a wordy logo with eleven words total. Eliminating the tag line simplifies it visually.
  • One reader, Susan Oakes, made a great point about how the logo should somehow look like it’s a part of the “Small Business Trends” family and evoke a hint of my main logo. I suspect that may be a tall order to fill, but it makes sense to me. So I threw in that request, just to see what the designer might do with it.
  • Another reader suggested making the logo look a little bolder to give more of a Web 2.0 effect. I thought that idea had merit, too, and wanted to see what the designer would do with that feedback. So I also included that point, too.

The Process of Requesting Logo Revisions

Requesting revisions to the preliminary logo design turned out to be pretty easy. I logged in to the control panel for my account at Logoworks. I clicked the button to choose Composition 1.

Logoworks composition selection screenshot

At that point, I was given two choices: accept the logo as final, or request additional revisions to Composition 1. Naturally I clicked “request revisions.”

I was expecting to get a single text box that asked for my feedback. What I got was more detailed than that — and actually very helpful. I was taken to a screen called a “Revision Brief” and presented with a series of very specific questions. Among the questions were:

  • What did you like specifically about it? Was it the shape, the color, the font, or anything else?
  • What don’t you like about the composition?
  • What kind of changes would you like to see? (e.g., there is too much spacing between the letters…)

But the best question was the one where I was asked to estimate how close to completion the logo was — from 0% to 100%. That question is a good way to convey the magnitude of the changes you are expecting. I chose 50% completion.

Logoworks Revision Brief screenshot

Using the reader feedback I collected from you all, I filled in my answers.

After completing the Revision Brief, I confirmed my requested revisions and hit the submit button. I immediately saw a confirmation screen that instructed me to check back in 3 business days. A revised design would be ready then.

Bringing out the Best in Me

What I liked about the Logoworks process during the revision stage, just as in the initial stage, is the way I was prompted to be specific. In a nice but firm way the system guided me through the process by asking probing questions, but without overwhelming me.

I particularly liked being able to request additional revisions, and not being forced into a “take it or leave it” decision. I felt like an integral part of the process of designing the logo — my input was being sought.

So this concludes the second stage of the process. And at this point I am awaiting the revisions to be incorporated into the logo design, which I will then review with you in Part Three of this series.

Looking forward to seeing what the Logoworks designers come up with!

Image: Shutterstock


Anita Campbell Anita Campbell is the Founder, CEO and Publisher of Small Business Trends and has been following trends in small businesses since 2003. She is the owner of BizSugar, a social media site for small businesses.

17 Reactions
  1. It is nice to know that they are actually taking your needs and wants into consideration. I think it is very important for any graphics designer to listen closely to what the customer wants. I too can’t wait to see how they incorporate your feedback.

  2. Anita – you always offer great tips and ideas. Here’s another. I agree – logoworks is great!

  3. This is a wonderful documentation of the (re)branding process… thanks for sharing!

  4. I used Logoworks and was similarly impressed.

    If you’d like to see my end product you can go here:

    Can’t wait to see the next round of changes!

  5. This is an interesting process to watch!
    It’s good that they are so concerned about getting your feedback to make it right!

    Although to be honest, after having seen the results it produces, when I do sit down for a logo revamp, I will be using this site:

    It’s really amazing what happens there.

    (and no, I have absolutely no affiliation with them.)

  6. Martin Lindeskog

    Anita: The logotype is coming along in a nice way.

    GeekMommy: Interesting site, 99 Designs. It has some kind of auction feature.

  7. Wow – I have NO logo and need one. Thank you for being a kind of guinea pig, in the nicest way, Anita! Can’t wait to see how it turns out. Good luck!

  8. Thanks for the comment Anita. The process they use appears comprehensive and it will be interesting to see what they come back with at the next stage.

    I also think the success of logo development depends a lot on the thoroughness of the brief and feedback which is obviously the case here.

  9. Thank YOU Susan. Your feedback was invaluable.

    And I agree that the degree of involvement one brings to the experience matters almost as much as the thoroughness of the questions and the creativity of the designers.

  10. GeekMommy: 99 designs looks like another good option but you can only choose from what the designers provide. I’ve never used their services but it didn’t look like once a designer gives you a proof, you can revise it. I think what Anita is showing us lets you provide your input every step of the way. Maybe I’m wrong?

  11. This is such a fun process to peek into. I can’t wait to see this logo in use. I’ve said this before — but I just paid over $800 for a logo I’m not even thrilled with – so now I’m wishing I had done logoworks.

  12. This is a great series Anita. I’ll be curious to see the final result as I need a low cost solution to logo design for some of my clients. Being able to walk through this with you will help me understand how to guide my clients through this with the best results.

    Absolutely – asking advice of others who can steer you away from design concepts that could be troublesome depending on where you use the logo is an absolute must. I have not been a fan of online logo design services, but you may be changing my opinion here. Using a service such as LogoWorks with a bit of outside expert advice can be the best of both worlds – a great logo design at a very reasonable price.

  13. After reading through the process, it sounds like that’s quite a nice site and I’m going over to check it out now. I’m very interested to see what they come up with based on your revision requests, too . . .

  14. Carole DeJarnatt

    Thanks for this series. As a small business coach and advisor, it is always helpful to have these type of resources. I have a client who is in the process of upgrading her logo now so I will give this option a try.

    Thanks again!