REMEMBER, LESS IS MORE!
The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. Everyone wants a cutting edge, high tech, “cool” logo. Consider however, that some of the most successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonald’s, Apple, Coca-Cola. These all have very successful images that are, at the same time, very simple. When creating your design you can get into picky little details and lose sight of the “big picture”. It is important to take a step back, close your eyes and see if you can essentially sketch the image in your head. If it is that memorable, then you know you are on the right track.
Remember that “Less is More”.
When selecting colors for your logo, keep in mind that your color scheme should be appropriate for your company. Colors often have a profound impact on viewers and mean different things in different industries. Red and Orange are said to signify danger or excitement. Blues and Greens portray comfort and relaxation, and Yellow tends to create a feeling of irritation. When choosing your color scheme, keep in mind the personality you wish to express for your business. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across as fun, dynamic, and funky? If so, try using bright and vibrant colors. Don’t be afraid of creative color usage in your design.
SOME IMPORTANT POINTS TO CONSIDER
- Legibility. First and foremost. If you can’t read it easily, neither can your customers!
- Most well designed logos have significant contrasting values for a clear understanding of the message.
- A logo should attract attention and leave an impression, create a look that is unique, and should reflect the personality of the company.
- The more detailed and colorful the logo design, the more difficult it is to generally reproduce on various substrates.
- The final logo design should look great on a screen printed t-shirt, embroidered sportshirt, as well as on a business card.
- Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive within your market.
- Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from duplicating it.
Logo design is believed by many to be one of the most difficult areas in graphic design. A logo is essentially at the heart of a corporate identity and the face of an organization! The right logo design can be one of your strongest marketing tools. It delivers the message to the public that your company is unique, credible and professional. Have it make an impact!
DESIGNING FOR THE FUTURE
As a result of the expense involved in changing a logo, a good logo shouldn’t be too trendy, but ideally should last many years before needing a redesign or modernization. You need to ask yourself if the design will remain relevant to your particular industry in 5, 10 or even 15 years. Once a company has established itself with a specific look, feel and logo, it becomes more and more difficult to make major changes as time goes by. Some companies have enjoyed success without ever having to change their logo. Creating a logo that can appeal to a wide array of customers for many years to come is very important, considering that there will always be a risk involved with change.