A logo should:
1. Attract attention
2. Be unique and distinguishable
3. Reflect company ideals
4. Show authenticity and professionalism
Research is an important starting point for your logo. Our team will investigate the best concepts for your target market to maximize the use of your logo design. To help our team best understand what you want, collect samples of identities you like and don't like. Articulate your vision to our logo designers.
"You can't rely on your designer to know everything," Osborne says. "You have to do your homework. Decide what the company or product will stand for and let your designer know. Also tell your designer how you plan to use your logo. Will it appear on uniforms and trucks? Is most of your advertising done in the Yellow Pages? If so, the logo must be flexible enough to be effective in both large and small spaces. Get your objectives and strategy clear up front. If you aren't sure about logo applications, ask your designer for help."
In design terms, corporate identity is a defined system of graphic elements that represent your company. In layman's terms, it's how you create your company's "image." The unique look of your logo should be integrated throughout all the elements of your business materials: business cards, stationery, packaging, signage, sales kits, media advertising, promotions, etc. An identity system lays out guidelines to ensure consistency. It should include color and paper selections for printing, layout and design of stationery and promotional materials, secondary logos or icons for websites and packaging.
Your logo and slogan provide the first impression of your company and a recognizable look to ads and products, your corporate identity is always working to make sure you are projecting the right image.
Surveys have shown that corporate image materials such as letterhead, envelopes, business cards, web site, and promotional items are more important to conveying a company's prestige than how long your company has been in business, the location of your headquarters, charitable activities, or the number of employees. Only a company's annual report conveys more prestige.
Symbols like Nike's "swoosh" are very often accompanied by the company or product name in a signature typeface, also known as the logotype. In other instances, the logotype alone serves as the firm's identity, like with physicians and attorneys. Further, enforcing brand recognition are signature colors. Colors are usually chosen because of their emotional impact and/or relevance to the specific commodity being offered.
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Businesses eager to open often give little thought to their identity. With so much to get done, designing an appropriate logo hardly seems like a top priority, however, this oversight can prove to be a costly error in the long run:
- A new business must compete with established companies. A quality logo is one of the easiest ways to gain credibility and professionalism.
- A distinctive logo stands out in people's minds, and is much easier to remember than a name alone.
- A logo adds visual appeal to any document or website.
- If you start a business without forming your corporate identity and later decide to add one, you will risk diminishing your existing brand equity.
Everyone wants to save money. You are probably thinking you could design a suitable logo yourself; after all, it's your company, or maybe you know someone who is into art. True, these alternatives may save you a few hundred dollars now, but how much are you damaging your company's potential for success in the long run?
A professionally designed logo is a one time expense that will benefit you for the life of your business. If your logo does not truly represent your company, you are spending money to project the wrong image.
One reason your logo should be simple is that people process an image in their mind more readily than words alone. The other reason you should go for "simple" is because it will be more diverse for resizing and re-coloring for various design purposes. You should have various logo sizes (small, medium, and large), a web version and a print version, and black-and-white and color versions. Always plan beyond your initial design purposes for your logo.
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