(this is an article I wrote a couple of years ago – eventually I will create an article database of some sort.)
If you’re just starting your business keep reading.
If you’ve never really had a logo for your business keep reading (I’ve seen this in some smaller businesses.)
And if for some reason have the chance or ever think you will have the chance to create a new logo for yourself or your company without destroying years of marketing and brand recognition then keep reading.
Some key aspects to consider when you and/or your designer are planning your logo are:
– Does it fax well?
I start all of my logos in black and white even if there will eventually be color or gradients added. If the logo looks and feels right in black and white (no grey) then it should work well in a larger variety of applications than something that has been created in color initially.
– Does the font choice convey the message you want to be conveying?
Most people are familiar with the font Comic Sans. Some people even like the font Comic Sans. But even if you like the font, you would be more than likely to agree with me saying that this font would not be appropriate if used in a logo for a business that wants something with a level of professional sophistication.
– Have you written down adjectives that describe your company or how you want your company to be seen?
Things like professional sophistication or creative and friendly. See if the design “matches” that description or see if you can find a font that has the same sort of visual emphasis to it. Let your logo “describe” your company for you some.
– Does your logo have a shape or an object that can easily identify your company? (optional)
A great example is Apple’s logo. You recognize it instantaneously when you see their little apple with the bite taken out of it. Granted it would take time and advertising to make sure your object, shape, symbol would be as recognizable without words, but it would also make your logo easier to identify when scanning over a page. It isn’t always necessary however.
– Does your logo have flexibility?(optional)
One of the ideas that has struck me as being very useful recently is the idea of having what I’ve been calling a “break-apart logo.” Something where there is an element in the logo that can either be broken off on its own and used in a variety of ways or could be moved around within the logo to make it either vertical or horizontally shaped without changing things too much. This may not always work well for all logos but it’s also something to consider.
