Branding 101 – Logo Design

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Logo Definition:

A logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a logotype or wordmark).
http://en.wikipedia.org/wiki/Logo

You Have One Shot

Choosing a logo for your company can be a daunting task. It will appear on every piece of communication you ever produce – from business cards to letterhead to websites to 40-foot tall billboards – your logo is the signature of your company. Every time a customer views your logo it needs to communicate the values and the personality of your company. Because its use is so wide-ranging, it is very expensive to change your logo. One small change will affect everything you do. It is a wise investment to create the right logo.

Here are some things to consider when deciding on a logo:

• How will it be applied? A logo that looks amazing on a letterhead might be too busy to be used on a website. Simple is best as it is the most versatile. Too many colours, too much type or too busy and your logo will only be effective in a select number of applications. Try the golf shirt test. How will your logo look if it was embroidered on to a golf shirt?
• What sort of industry are you in? A company marketing water purification would naturally start with blue hues because their customers see that as a representation of what their product is.
• The values of your company. If you want to portray stability and strength, you need to create a bold, strong logo. Prudential insurance wants to be the rock you can depend on. While on the other hand (no pun intended!) All State wanted to be seen as the insurer you could trust so they created the ‘good hands’ logo.
• A logo doesn’t necessarily have to be a sign or an emblem. It could be a wordmark. Though that wordmark must still represent your values and ideals. Two of the most recognizable logos reflect this. The IBM logo is solid, strong and dependable – all good qualities in a business partner. While the Coca-Cola logo is effervescent and free-flowing – exactly what you want from sugary, soda treat.

$35 Logos

The Nike logo (Nike Swoosh) cost Phil Knight $35. Designed in 1971 by Carolyn Davidson, a young design student at the time, the Nike logo sits on the top of the list of most recognizable logos in the world. Today it’s possible to find websites offering logo design for as little as $35. And you’ll get what you paid for.  Your logo will most likely result in a design based on a template, not exclusively sold to you, and most importantly, little thought will have gone into your company’s goals and needs.

In Short

The key to logo development is to have a solid understanding of your target, your industry and the values your company holds. Your logo needs to be unique and recognizable. Your goal is to stand out in a busy, competitive market. A strong logo, as part of an overall brand identity will do a lot to differentiate you.