A Great Logo is a Strong Visual Representation of Your Company
Your company logo needs to personify who you are as a business. It will often be the first thing that people see in your marketing and it is the centerpiece of your company's image and branding. It will be the connecting force between you and your clients so it's important to carefully think through what you want your logo to look like. The best logos are simple and memorable. They do not need a lot of detail. Some logos are simply words, and others have graphics along with them. A lot of research should be done to make sure that your logo design reaches your target audience. Take into consideration not only your company's image but also your buyer's age group and preferences – this will help set the style for your logo design.
A Great Logo is Technically and Graphically Strong
A logo should be scalable to many different sizes without losing quality. For this reason, logos in vector format work best. The special effects you can achieve in Adobe Photoshop may be tempting, but a Photoshop file is only a photo and it may become pixellated when enlarged and will not look professional. Your logo will be used in many different ways and different sizes. Small lines and shapes can disappear or fill in when the logo is reduced to a small size, so it must be designed with this in consideration.
Looks Great in Black and White and Color
We feel that any great logo design must first look great and stand strong in black and white. We start all of our designs in black and white, and work in color only once a final design is approved. The colors selected should evoke the proper emotions to personify your business. For example, red is exciting and bold; while blues are calming. A simple and effective logo design in black and white or color should be easy to reproduce in many forms of print.
Shape and Balance
A great logo is balanced and has a great shape. It will look well when placed near other items such as text and photos. The shape of the logo should reflect the general feel and image of your business. The weight of the text and shapes should be properly balanced. A lot of time is usually spent in the initial logo design stage to achieve nice form and balance. The initial logo design can be as simple as sketches on paper or more defined computer comps. Sometimes it takes a lot of tweaking to achieve the proper balance.
A Final Word About Logo Redesign
Are you redesigning your company logo? A company logo is the anchor for all of your marketing materials and sets the tone for all of your business branding. Keep in mind that a brand takes time to build. You may not want to make drastic changes when people have been seeing your branding for many years, this may be confusing. You may want to carry over elements of your existing logo design into your new one, including color. Simply refreshing your logo with new fonts and streamlined shapes can have a great effect.