Logo FAQ
In order to get started, we want to give you a breakdown of the process, as well as a list of what we need from you to get started.
Intro to logos
Custom logos have become the norm in many industries, and real estate is no exception. Gone are the days of just typing your name out and using your broker’s branding on all your collateral. Perhaps it’s the fact Realtors are their own bosses, and moving brokerages happens with enough frequency now that having your own visual identity helps you grow your business without disruption.
Brand recognition is the main reason for having a logo, and continuity across all your materials helps make your brand look polished and cohesive. The logo is the building block that most people start with to create that visual identity. It’s a very personal thing, too. There are certainly some guidelines and best practices to follow, as well as some design dos and don’t, but beyond that, there are not right or wrong logos. This will be a symbol that speaks to who you are and what your market is, and that will be different for everyone.
How to start
To get a sense of what you want, I’ll start with a small questionnaire. Things I’ll ask about:
Do you know what colors you want to use, or at least what colors you like or don’t like?
What’s your “avatar” or demographic you’re targeting?
Would you consider yourself more traditional or modern?
What does the logo need to say? Can it be just your name, or do you want to include “Realtor®” or “Real Estate” (there are rules regarding what you can call yourself in certain areas, so be sure to check with your region on what is allowed).
Would you like it to be just text, or would you like to include an icon/symbol as well? Can be a house, a key, a doorway, etc.
The more information you can provide the better, both for what you like or don’t like. If you want to send samples of other logos, either for what you like or don’t like, that is always welcome.
Next steps
Once I have an idea of what you like, I’ll work up 4-5 design options for you to review. Ideally, you’ll gravitate to one or two designs, and you can send your feedback on what you like or don’t like, and can mix and match until we arrive at the design you love. This typically happens in 2-3 revision rounds.
Once you love the logo, I’ll send you all the final files you will need to use it across all your collateral. This will include vector files, pngs, and jpgs, and will include options in black and white as well as color. If you find you need the logo in any other formats, don’t hesitate to ask.
What to expect
As I mentioned above, logos are very personal. I have hundreds of satisfied clients that I’ve worked with, but sometimes my aesthetic just doesn’t match what the client is looking for. I will work with you to refine the design as best I can, but there may come a point where you or I decide that it’s just not a good match. Luckily there are many designers out there who might be better able to capture your vision. You may find them on Upwork, Fiverr, or Etsy.
When we work together, I will always take a 50% deposit to start the project. Final payment is due once I deliver the final files. If for any reason the project does not make it across the finish line, there will be a “kill fee” of $150. What this means is that I am covering the time I spent working on the initial designs and rounds of revisions, but it isn’t the full fee since you will not have final files at the end of our journey.
Some best practices to consider
When thinking about your logo, here are a few things to consider from a design perspective:
Simple is best. Logos are meant to be seen small, large, near, far, and everything in between. If you have a logo with lots of text or imagery, it will be muddied and unclear to the viewer.
Script text is difficult to read. There are always exceptions, but it’s a good guideline to use block letters (serif or sans-serif) in your logo.
Show what you do. It’s totally fine to have a logo that’s just your name in a nice font, or in a box. You will invariably show your logo on a piece of collateral that showcases what you do or who are without any extra icons or images needed. But it is a great way to illustrate what industry you’re in if your logo contains some reference to real estate (house, key, door, etc) without having to spell it out.
No taglines. I’m fine with you having a tagline, just don’t put it in your logo. It can always go on your collateral alongside your logo, but see above about simple is best - if you have a lot of text, when it is shrunk down, it will be impossible to read.
Simplify colors. Your visual identity might include 4-5 different colors you want to use, and that’s great! Color is fun and effective. But your logo doesn’t NEED to have all the colors in it. Sometimes a monotone logo is actually the best, and you can have it set on white against any color background from your visual identity (for example).