A logo can be created with text, graphics, or a combination of both. Well designed logo graphics should consist of
- clean lines
- clearly defined color areas
- equally effective in color or in black and white
- be recognizable at any size or function
- provide a simple yet understandable message
Although photographs can be used as part of a logo, it is best not to use them for this purpose. Very few photos fulfill all the criteria of a logo graphic. They become fuzzy and unreadable when faxed; do not always translate effectively into black and white and are often unrecognizable at small sizes.
You may be personally attached to a particular photograph and have memorized every detail, which your mind's eye will 'see' when the photo is sized very small. However, your customers do not have the advantage of your memory so they may not be able to make out details familiar to you.
Compare the photograph versus the illustration in the examples below:
- with the color version changed to greyscale
- with the size reduced
Which of these retains clarity and which becomes harder to see and understand? Which do you think would give a professional look to a business?
Clip-art graphics, found on the internet or purchased inexpensively on any number of CDs, can be incorporated into logos. Some clip-art is poorly done but some is very good. The problem with clip-art is redundancy. If it is good, it is already being used.
Instead of having your logo custom designed, you could opt to use an inexpensive logo template service on the internet. For less than $100, you can choose from hundreds of pre-made logo templates. They will make minor modifications, add your business name and voila! Your logo is created. The downside is that many other business logos will look very similar to yours, but that is why the service is inexpensive. All major design work has already been done so the template is ready to use over and over.
Your best option is to work with a custom designer, who will interview you for your goals and preferences. This type of designer will care about your success and help you develop an appropriate business image for your target market.
Remember: The most important marketing step a business can take is to obtain a logo that accurately conveys the business image and message.
Please contact me if you are interested in a custom business image.
You have carefully considered all the elements that went into your logo design. The fonts, colors, graphics and layout are melded into a perfect expression of your business image. This is your brand identity and you are proud of it.
Now it is time to work with your designer to establish standards for how your logo can be used or appropriately modified for various needs. This is so your business image will be consistantly recognizable to your customers.
For example, we have established that color is important. What if the color of your logo doesn't work with the colors of a particular ad design? Would you allow the relaxing color of your blue logo to be changed to orange if that color works better in that ad? Wouldn't that change your image from soothing to energizing? Would McDonald's allow their golden arches to be colored blue?
What if someone wanted to modify your logo's shape so it will fit a space better? Might it not give your image a cartoonish and unprofessional look?
Businesses that take their image seriously prevent misuse of their logo by defining a set of standards for using their logos in letterheads, brochures, newsletters, ads, web sites, and more. Some logo standards are moderate and simply define color, font and shape. Other standards are quite strict and run to several pages of guidelines. They define every possible variable, including:
- where the logo can be placed in different types of print media. (eg. must be placed in the lower right hand corner of flyers; top third of news ads.
- what size the logo must be in every type of print media. (eg. must take up 4" wide in full page ad ; 2" wide in a half page ad. etc. )
- how much space must be left around the logo, so it isn't crowded.
- whether the logo can be tilted at an angle, inverted, stretched, etc.
- approved multi-color use.
- when black and white must be used. (eg. one-color printing.)
- approved one-color use.
- whether or not a part of the logo can be removed. (eg. if is contained within an oval, can it be used without the oval.)
- whether or not the type can be changed to italics, bold, or something other than how it was designed.
- whether or not elements can be added to the logo. (eg. adding an oval or square outline to a logo design.
- how the logo should be used in-house on forms, letterheads, etc.
- what fonts can be used in letters and on envelopes to work with the typefaces used in the logo design.
- how the logo can be used on promotional material. (eg. bags, hats)
Do a little research to see what other businesses have developed for their guidelines of logo use. Just type "logo standards" into your search engine. A good designer should be able to provide you with a reasonable set of standards tailored to your needs..