Creating a logo and brand identity for your business

A recognisable logo and colours help a customer spot your business among many others, on a sign in Sacré-Cœur just as much as on a social media page. Building this brand identity does not require a huge budget, but it does need a clear method: deciding what you want to say before choosing an image. Here is how to move forward step by step.

What a consistent brand identity is for

A logo alone is not enough: it is the whole package, colours, typography, tone of voice, that makes a business recognisable. A customer who always sees the same colours on the sign, the bags and the online page associates that business more easily with an experience they already know. This consistency reassures customers, especially for a new business trying to get noticed in an area like Parcelles Assainies or Liberté 6. It also saves you from having to re-explain the business to every new customer, since the image already speaks for itself.

Write a clear brief before contacting a designer

Before approaching a designer or an agency, taking time to write down what you expect from the logo, the colours you like or want to avoid, and the values of your business, makes the work much easier. A clear brief, even a short one, avoids pointless back and forth and proposals that do not match the original idea at all. Showing examples of logos you like, without copying them, also helps the designer understand the style you are after.

Choosing between a freelance designer and an agency

A freelance designer often offers a more accessible rate and direct contact, while an agency brings a larger team and sometimes more rounds of revisions. The choice depends on the available budget, which generally ranges from a few tens of thousands to several hundred thousand FCFA depending on the project's complexity. Either way, planning for several rounds of proposals and revisions before approving the final result avoids settling too quickly for an imperfect first draft.

Get the right files and stay consistent everywhere

At the end of the work, collecting the logo files in several formats, usable for both print and web, avoids having to pay a designer again for a simple resizing job. Using the same identity afterwards on the sign, bags, social media and the business's SeneFinder listing strengthens recognition among customers. A beautiful logo used inconsistently loses much of its effect. Keeping a copy of these files in a safe place, shared with a trusted colleague, also prevents losing everything if a computer fails.

Recommended addresses on SeneFinder

• Evocom: Dakar
• Imprimerie Saint - Paul Sénégal: Plateau
• NUMERIKA - Impression Numérique: Dakar

To compare more options, see all addresses in this category and explore the Dakar directory. The directory of creative services in Dakar also helps you find a designer near your neighbourhood.

Useful tools

• List your business for free on SeneFinder to showcase your new brand identity.
• Recommend an address whose design work convinced you.
• Currency converter useful for comparing a budget in FCFA.

Read our selection of communication and advertising agencies in Dakar and our tips on printed materials for your business in Dakar.

Frequently asked questions

What budget should I plan for a professional logo?

The budget varies with the provider and the project's complexity, ranging from a few tens of thousands to several hundred thousand FCFA.

Do I need an agency for my logo?

No, a freelance designer suits a small business well, as long as you provide a clear brief and check examples of previous work.

Which files should I get after a logo is created?

Ask for formats suited to both print and web, so you can use the logo on the sign, on social media and on the business listing without distorting it.