If you are interested in a logo design for your company, or rebranding your existing logo, this article is just for you!

Selecting the Logo Concept

The most crucial aspect of logo selection is the logo concept. You must first determine what your
logo should say about your company. You may come up with an image related to a business like
a house for real estate company, a car for a car dealership, or your logo could be just an abstract
image representing the company’s philosophy. For example, a pyramid or a blocky image for a stable,
trustworthy company. A very dynamic image with orbits and swashes, sparks, or particles might be
suitable for a very young, modern, high tech company.

Designing for the Future

As a result of the expense involved in changing a logo, a good logo shouldn’t be too trendy, but
ideally should last many years before needing a redesign. You need to ask yourself if the design will
remain relevant to your industry in 5 or 10 years.
Once a company has established itself with a specific look, feel and image, it becomes more and
more difficult to change as time goes by. Some companies have enjoyed success without ever
having to change their logo design. Creating a logo that can appeal to customers and consumers
throughout the ages is important, considering that there will
always be a risk involved with change.

Changing Your Existing Logo

If you decide that your logo is in need of a face lift, here are some points to take into consideration.
Does your current logo display the three key elements that make up a credible and high quality logo
design?

  1. Does the logo portray your company in a professional manner?
  2. Is the logo "contemporary", symbolizing a "forward-thinking" look?
  3. Is the message that you are trying to convey to the consumer clear?

If you answered ‘yes’ to all of these questions, then why change your logo? By revamping your
company image, you may risk losing your supporters, clients that are already familiar with your
products and services, your brand popularity, as well as a portion of your market share. You can,
however, clean-up your logo or update it with a lot less risk.

Shapes, Sizes and Types

Iconic: Iconic logos, one of the most common types, are represented by a single graphical
element, icon or design which usually includes the company name below or to the side of the
icon, for example: Nike, AOL, Michelin. When considering iconic logos, it is important to make
the symbol fit any of the geometrical shapes. The best shapes to use are symmetrical
geometrical shapes. They can be placed almost anywhere and still show balance and are very
easy to handle.
Type: Logo types consist only of the company name. A unique font or unique layout style can make a
great logo, for example: Sony, Kellogg’s, Coca-Cola and IBM are all logos which rely solely on the
successful use of type for their branding.
Illustrative: An illustrative logo consists of a unique design; usually representing the company’s field
of business. These logos are often very eye-catching, detailed and impressive. As a result of their
detail and colors, illustrative logos are difficult to reproduce and therefore expensive and suffer from a
greater likelihood of being incorrectly interpreted by printers, sign shops and advertisers.

Remember, Less is More!

Everyone wants a cutting edge, high tech, ‘cool’ logo. Consider, however, that some of the most
successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonald’s,
Pepsi, Coca-Cola. These are all very successful images that are, at the same time, very simple.
When creating your design, you can get into picky little details and lose sight of the ‘big picture’. It is
important to take a step back, close your eyes and see if you can essentially sketch the image in your
head. If it is that memorable, then you know you are on the right track. Remember that "less is more".

Colors

When selecting colors for your logo, keep in mind that your color scheme should be appropriate for
your company. Colors often have a profound impact on viewers and mean different things in different
cultures. Red and Orange are said to signify danger or excitement. Blues and Greens portray comfort
and relaxation, and Yellow tends to create a feeling of irritation. When choosing your color scheme,
keep in mind the personality you wish to express for your business. Do you want your company to
portray a professional image? Try using black, silver, and other dark colors. Do you want your
company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors. Don’t
be afraid of creative color usage in your design.

Some Important Points to Consider

  1. Legibility. First and foremost. If you can’t read it easily, neither can your customers!
  2. Most well designed logos have significant contrasting values for a clear read of the message.
  3. A logo should attract attention and leave an impression, create a look that is unique, and should reflect the personality of the company
  4. The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost.
  5. The final logo design should look great on a sign board as well as on a business card.
  6. Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive within your market.
  7. Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it.

Logo design is believed by many to be one of the most difficult areas in graphic design. A logo is
essentially at the heart of a corporate identity and the face of an organization! The right logo
design can be one of your strongest marketing tools. It delivers the message to the public that your
company is unique, credible and professional. Have it make an impact. We look forward to speaking
with you regarding your design! Call the professional staff at The Graphic Arts Center today.

Contact Charles Woods, Art Director, Spectrum Graphics Department at (843) 525-0606 ext. 4#