You don’t need massive graphic designer skills to make an incredible logo for your brand, but you do need to have sense of design and knowing where and how you are going to use your logo.
Also a little bit of research on your (potential) customers won’t hurt.
This research will tell you how your customers wear the labels. Do they want to show off the brand name/logo? It’s common with sportswear, sporty lifestyle brands and many luxury brands. You can learn from them how they display their logos on clothing (prints, patterns, accessories, ect.) so you’ll know which design would work best for your brand (how versatile does the design needs to be?).
Others use just the name of the brand with a fancy font. Now don’t just open up word and start picking the fonts from there, what I recommend, is going on websites like dafont.com that offers many different font options, where you can write down your brand name and see how it will look. Also try to imagine how it will look on a labels and tags. What about the colours and materials?
Do you want your brand to be recognised by something else than a name? An image, symbol or icon? It can be almost anything you like, but adding some background story to it will bring greater value to your label and to the logo.
When should you hire a graphic designer or someone to create a logo for you?
In my opinion, you should do it first hand when you have decided the name for your brand. Why?
Someone from outside will have a fresh view on your brand and analyse what ever you tell that person about your brand. There is a chance, that design will go completely different direction than what you had first in mind, because sometimes the way you describe and talk about your label reflects certain feel and creates different imaginary in people’s head.
We had a project that went this way, where the owner and the team spoke separately to the graphic designer about the brand and its style. We received amazing new logo ideas, in different colours and sizes, as well as unique, one-of-a-kind fonts.
If you’re just a start-up and don’t have money for hiring a graphic designer, you can always approach students. They need practise and this will also help them build the future portfolio.
Best option is to keep it simple as possible and in 2D. Think about the colours and where the logo will be used (tags, labels, zip pulls, buttons, patches, ect.). Learn from competitors and famous brands, but don’t copy the idea. Be unique as possible.
Make sure the logo works as black and white on a transparent background. You can add the colours later.