A logo is a graphic representation of your company's
identity. It is composed of a symbol, illustration,
and / or typography (sometimes called a "logotype").
A logo should:
1. Attract attention, and then leave an impression
2. Create a look that is unique and distinguishable
3. Reflect the overall "feel" of the company
it represents
4. Promote a feeling of 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 the 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."
Find a designer with whom you can communicate, someone
who understands and really listens to you. Then open
your mind to the many possibilities and let your designer
do what you hired him or her to do.
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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.
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Once a company name is selected, the next process
to consider is how you will present it to the world.
A logo represents your company's or product's identity.
Not only does 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 right from the start,
when you need it most.
- 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,
and increases the impact of your promotional materials.
- If you start a business without forming your corporate identity and later decide to add one, you will
risk diminishing your existing brand equity. Additional
money will have to be spent to promote the change
or introduction of your logo, in order to avoid loss
of business due to confusion.
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Though our design team does its research for your product, you can't rely on a designers to know everything
about your goals. Decide what the company will
stand for and let your designer know. Also tell your
designer how you plan to use the 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. Look for a design company that
has a toll free number, this is usually a sign that
they want to talk to you and have made it simple and
free for you to contact them. When creating a logo design, communication is an
integral part of the design process, so daily communication
is usually a must.
We understand
that you have hundreds of things to worry about in
a day and worrying about your logo is the last thing
you want on your mind. You will find that dealing
with our logo designers will be a pleasant experience.
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Everyone wants to save money. You are probably thinking
you could design a suitable logo yourself, after all,
it's your company. Maybe you know someone who is into
art, or think you should have an employee competition. 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.
Think of the money you will spend promoting your company.
If your logo does not truly represent your company,
you are spending money to project the wrong image. It is key to get this part right from the get-go. Designing
your logo is no place to drop the ball.
Surveys have shown that corporate image materials
such as letterhead, envelopes, and business cards
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
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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 recoloring 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 since the ultimate goal
of your business is to expand.
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