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What Do You Need to Know Before
You Design Your Own Logo?
By Karen Saunders
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:
visually represents your company in a graphic form (a picture
is worth a thousand words, remember?)
instantly communicates your company’s essence: what
it does and what it stands for
complements your 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 use:
1. Simple, yet sophisticated
2. Distinctive, bold, and graphic (no thin lines)
3. Not extremely tall or wide
4. Not trendy or old-fashioned
5. Looks in balance
6. Works well in all sizes
7. Works well in color or black and white
8. Graphic element and name work together as a unit
9. Communicates your business clearly
10. Uses graphics and fonts appropriate for your business
Did you know that a tag line is as essential as a logo?
Do you have a tag line or slogan? Learn the 7-point criteria
for testing its power. What if YOU could know the secrets
of a 1st class graphic designer that would help you create
amazing marketing materials in a few hours, would you want
to know how? Find out now www.BuyAppealMarketing.com
About the Author
Karen Saunders is the author of "Turn Eye Appeal into
Buy Appeal: How to easily transform your marketing pieces
into dazzling, persuasive sales tools!" Hundreds of
business owners have used her simple do-it-yourself design
system to create stunning marketing materials that really
SELL their products and services! Pick up FREE articles,
audio classes, eCourse and ezines at http://www.macgraphics.net
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graphic designer that would help you create amazing
marketing materials in a few hours, would you want
to know how?
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