What Do You Need to Know
Before You Design Your Own Logo?
Everyone's got 'em. You
likely see the "Nike swoosh" logo everywhere you go. And you know
the Texaco station at the corner by its distinctive "star." So,
you're thinking, "My company needs a logo, too." Maybe you want to
design your own logo too.
Why create a logo for
your company? Because a logo:
your company in a graphic form (a picture is worth a thousand
communicates your company's essence: what it does and what it
company's ongoing identity package so your customers can
recognize it year after year.
But not just any logo
will do. A good logo is simple yet sophisticated. Don't be fooled
that a logo design that looks simple (like the Texaco "star") has
been easy to create. Less is better, but getting to "less" requires
a process of combining symbols, colors, typography, negative and
positive space into a compact unit. Once these elements have been
combined, they have to be refined and the best one selected. That's
why designers present several preliminary designs (called comps) for
decision-makers to analyze, modify, and then accept.
What should you know
about creating the right logo?
Your job as designer or
decision-maker is to make sure the logo is a strong, balanced image
that communicates clearly and has no clutter. The logo should be
bold and easily seen at a glance. For example, on a well-designed
logo, strong lines and letters show up better than thin, delicate
lines and fonts.
The logo's graphic
imagery must be appropriate for the business. The graphic itself
should work as a unit with the company name. It should achieve a
look that's distinctive, yet not trendy. It's best to avoid trendy
type styles and extremely tall or wide shapes. You want your logo to
look good for a long time.
Choose an appropriate
spot color (or two) and make note of its ink formula. The formula is
a blend of various inks that's given a PMS number so the color
combination is easily communicated to the printer. You'll refer to
that PMS number when you print jobs in the future so you can be sure
the color on your logo will consistently be the same.
What elements make a
successful logo? Here are 10 logo design tips that professionals
1. Simple, yet
2. Distinctive, bold, and
graphic (no thin lines)
3. Not extremely tall or
4. Not trendy or
5. Looks in balance
6. Works well in all
7. Works well in color or
black and white
8. Graphic element and
name work together as a unit
9. Communicates your
10. Uses graphics and
fonts appropriate for your business
A powerful logo is the
first step in pulling together your visual brand. Did you know that
a tag line is as essential as a logo? Be sure you have a memorable
tag line that complements your logo.
Read other articles and learn more
about Karen Saunders.
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