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BUSINESS
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The world is full of willing people; some willing to work, the rest willing to let them.
-Robert Frost (1874-1963)
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Seven Tips for Designing a Great Company Logo posted by Peter J. Patsula | | The following tips can help get you on the right track to designing your logo. |
WHY YOUR COMPANY NEEDS A LOGO?
(a) A logo helps unify all your promotions. It makes your ads, letter-head, and envelopes stand out and be more memorable. It also gives the impression that you are bigger than perhaps you really are.
(b) A logo helps give your company an identity. People DO just books by their covers. What would McDonald's be without its golden arches or Nike with its sleek checkmark?
(c) A logo is a tangible asset with a cash value. It becomes a symbol of excellence to help distinguish you from your competition.
(d) A logo is visible evidence that you have made an investment in your organization and that management has a strong self-image, a definite direction for the future, and a commitment to the highest standards of quality and professionalism.
SEVEN TIPS FOR DESIGNING YOUR LOGO
1. A great LOGO starts with a great COMPANY NAME.
More than anything else, LOGOs are inspired and derived from the name or trademark of your company. Make sure the company name and/or trademark you decide upon lends itself well to a suitable LOGO design. Pay particular attention to the length of your name (short domain names are not only valuable commodities on the Web, but are also more easily adaptable to LOGOs); and how the letters, both the ascenders (e.g., t,l,h) and descenders (e.g., q,g,y) look visually on paper, signs and perhaps even promo pens.
2. Gather all kinds of information and materials to help inspire your creative efforts including:
a) a directory of trademarks and logos (visit your library)
b) as many competitive company logos as you can get your hands on (find these in the yellow pages or magazines related to your specialty)
c) graphics, photos, and physical objects that you feel help symbolize your company
3. Take photos of your competitor's LOGOs.
Scout your competition for their LOGO design especially if you plan to compete with them in the same area. If you were to line up all the LOGOs along in a series of street signs, which one is the most inviting? How will your LOGO stand out? Which one creates the best image in your mind reflecting both your products and services, and a sense of professionalism and quality? Which one beckons foot traffic to come on in, enjoy themselves and spend their money?
4. Decide upon a suitable purpose or function for your logo.
Ask yourself: What kind of image do you want to create? Do you want your logo to be, formal or informal? Will it be targeted towards consumers or business people? Do you want it to symbolize a company that stands for one thing or many things? Do you want it to jump out at people, or slowly slip into their subconscious?
5. Model the design of your LOGO on an already successful LOGO.
Don't reinvent the wheel! Of course, you can't COPY the design of a successful LOGO without risking legal action, but you can certainly MODEL your design after it. If you choose to do this, it is usually wiser to choose a LOGO outside your industry. There is no sense in modeling your LOGO after one of your competitors as your target market may confuse your company with your competitors.
6. Keep your LOGO design versatile.
Imagine your logo being used in each of the following mediums and select those that seem appropriate:
- actual products themselves
- badges or button
- ball-point pens or pencils
- billboards
- brochures
- calendars or date books
- discount coupons
- giant 3-D sculptures outside your building
- greeting cards, postcards
- letterhead
- magazine and newspaper advertising
- Internet home page
- TV spots
7. Sketch hundreds of LOGO designs and then get feedback from experts and your target market.
Experiment with: length of company name, abbreviations, initials, size of letters, lettering style, intertwined images and figures, circular shapes, square shapes, triangular shapes, irregular shapes, shaded areas, different colored areas, upside down views, sideways views, 3d-effects, heavy borders, light borders, and good old fashioned doodles.
From your sketches, take your ten best LOGO designs and conduct a survey of experts, associates, friends, family, peers and most importantly your target market to help determine which design isbest. This survey is critical. The more feedback you get the better your end result.
MORE LOGO DESIGN TIPS
- Pick a LOGO that stands out no matter what context you place it in.
- Don't clutter your LOGO with fine details.
- Choose a LOGO that prints well in both color and black and white.
- Choose a LOGO that is easy to emboss.
- Choose a LOGO that is both simple and memorable after one impression.
- Avoid a LOGO with decorative letters that compete with graphical elements.
- Avoid meaningless lines, shapes and patterns. LESS is MORE.
- Hire a professional (a LOGO is a serious investment; if you don't have the design skills, find someone who does, and don't be afraid to pay for skilled designers).
Click Here to Get a Quote from elance.com to Design Your Company LOGO
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