how to start a luxury candle company 8.
Logos and Branding:
How to Get the Best Work From Your Graphic Designer
Logo design is a big subject with lots of professional sounding words and non professional opinions that get thrown around.
Don’t let it freak you out.
What is Logo Design, and Why Does It Matter?
A logo can be as simple as a typographical logo (a typeface used to put your company name in print). It can be a logo mark or brand mark (think, Nike Swoosh), a custom-designed typeface used ONLY for your company, or some combination of these. It might also include a brand pattern, a monogram, or other setups that depend on your designer and what your needs are. These assets work together to visually represent your company, collection, or brand.
Why Vector Files Are Essential for Your Logo
A professionally designed logo needs to be a vector file. That way, it can go on the side of a building or the side of a pen and still look amazing. Vector files keep their crispness and cleanness no matter how big or small they are. A good logo should be readable at any size. For smaller applications where the full logo doesn’t work, a monogram or logo mark can be a lifesaver.
Oh, and one more thing: don’t use gradients in your logo, please! and don't design logos in Photoshop. Trust me on this one.
Your Logo and Branding: Telling Your Story
Your logo is a big deal. It can make a new brand look important and established, vintage and full of history, or sleek and modern. You can even create a little tension and surprise by using a logo style that completely contrasts with your products. One of my favorite examples is the old version of The Lord Jones packaging, their logo and branding had an old English crest vibe with gold foil and fancy boxes. It looked like it belonged to a high-end tea company or a bespoke tailor, but they were selling CBD gummies and edibles. Genius, right? (Google "The Lord Jones packaging" to see what I mean, they aren't using that packaging anymore, but you can still find the images.)
Working With a Graphic Designer
If you’re serious about your luxury candle company, work with a graphic designer. Your designer needs to know your brand story (I know, I’m always harping on this!). What IS and ISN'T your brand? Who are your customers? Who do you want to sell to? Where do you see your company going in 6 months? A year? Five years? Will you expand into personal fragrances, body care, other products? The more you share, the better the designer can create a logo (and packaging!) that works for you now and grows with you later.
Does dumping 100 photos of candle company logos and packaging on your designer without explanation help? Not really. Most designers in the industry have already seen these images. Instead, explain WHY you love Jo Malone’s packaging, Cire Trudon’s logo, or Harlem Candle Co.’s labels. What is it about their vibe or design that really speaks to you?
Logos and Packaging Design: A Symbiotic Relationship
We can’t talk about logos without talking about packaging when it comes to a luxury candle brand. They’re a team. When I work with clients, I don’t just hand over a logo, I create mockups showing how the logo looks on vessels and packaging. This makes decision-making a lot easier and gives clients a clear vision of how everything fits together.
Your logo is more than just a pretty mark. It’s the cornerstone of your branding and an essential part of your packaging design. Together, they tell your story and help your brand shine.
I’m here when you’re ready. ;-)
