Logos are a company’s identify. When done right, the small graphic is instantly recognizable, portraying the image the company image perfectly. New business owners usually find it challenging to create a logo that perfectly reflects their brand and still manages to stand out in a sea of corporate logos. Since radically changing a company logo involves a great deal of time and effort, this puts even more pressure on new business owners who have to get it right the first time.
Image
First, you have to decide what you want your logo to say about your company. The Nike Swoosh portrays movement. There are no sneakers in the logo, but it works. Logos do not have to show your company’s product, Apple has done quite well by showing a bitten apple with no computer in sight but the image is still important since it show’s a byte. Hallmark uses a crown as their logo, which denotes quality. Timeless logos are best, which is why many companies do not use products in their logo.
Typography
Logos do not have to be an image; FedEx simply uses their name, as does Coca-Cola. Each logo uses custom fonts, designed specifically for their company so their logos always stand out. Using custom typography your logo unique, competitors will have a difficult time creating similar looking logos. More than two custom fonts per logo is too much, one is better.
Scalability
Logos must be scalable vectors and look just as good as a tiny favicon or blown up on a billboard. Too many design elements make logos unwieldy; keeping it simple makes a logo easily identifiable in any size. Scalable vector graphics or SVG’s, are essential for creating logos for web use, they can be resized without any loss of quality.
Color
Color is important but your logo should be identifiable in black and white or it is not a unique design. Logo colors should reflect your industry and target audience. Limit logo colors to three maximum since many advertising mediums will have color limitations. There are exceptions; Toys “R” Us uses a mix of childish colors that works for a toy store but they keep the backwards letter R so that the logo is recognizable even in black and white.
Inspiration
Look at the logos of other companies in your industry. Decide which ones look professional and get an idea of what you want before talking to a professional graphic designer. Look for logo mistakes as well; it will remind you of why you paying a professional to create your logo. The importance of using a graphic designer or design company with an impressive portfolio cannot be underestimated. Major companies have made serious logo design mistakes using their in-house staff or economizing on logo design, making them the butt of jokes worldwide. Mega flicks, a video rental store, used a font that made the L and I run together, giving customers the wrong impression entirely.
Your logo is an investment in branding and marketing that should last for at least ten years. Look for logo designers who offer timeless designs and who do not insist on using the latest trendy logo elements. You do want a design firm that uses custom fonts and scalable vector graphics, and who will understand your company and create a logo that reflects your business perfectly.
Originally posted on April 12, 2013 @ 2:14 pm