Designing your logo

Your logo is the most important design element when creating a visual identity and is the basis for all your other marketing materials: stationery, packaging, promotional materials and signage. Through the use of color and graphics, your logo should reflect the overall image you want your company to convey. For example, say your product is a skateboard that you'll be marketing to young, hip, high income consumers. Your logo should represent your product's best attributes-in this case, being fast, well made and the best of it's type. Creating a funky, slick graphic using high-energy colors and a up-to-date funky typeface will give the impression of a product that is "fast, desirable and up-to-the minute", which is exactly what you want to achieve. Take that same product and give it dull colours, a muddled graphic and a staid typeface, however, and your consumers won't associate your logo with the product you're selling.

Some factors to consider when creating a logo:

1. Is your logo an abstract symbol like Nike or a stylized typeface like IBM? Getting brand recognition is harder with just abstract symbols as they are easily forgotten. Stylized fonts are easier to remember and stylized fonts can be combined with an abstract symbol to gain maximum impact.
2. What is your logos primary use? Will it be on letterhead, business cards, web, signage or billboards? Creating a logo that is visible in all sizes is an important factor to consider.
3. What about color? Color plays a important factor in printing costs. One color printing is the most cost-effective while four-color printing can double and sometimes triple the price. What's right for your business?
4. What about your font? Is your company promoting a safe, sure product such as insurance to seniors or selling a fast, funky skateboard to young adults? There are millions of fonts to choose from so ensure the font you use reflects your company and your product or services.
5. Once you design your logo, get feeback from your target market, your customers, your friends and your neighbors. Ask if your logo reflects your business, if it is easily readable, straightforward, clear and concise. Ask yourself, if it is scalable, affordable and has impact. Your logo should last for 10 years. Make it right the first time.

We hope this helps in creating your logo. If you have any questions about your logo, graphic design, marketing or advertising give us a call at 821-4000. We're here to help.

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