Most businesses these days have a logo – a graphic symbol of the firm and a way of indicating what it does. Author and business consultant Rhonda Abrams explains the importance of logos: “A visual image makes your company more memorable because people learn things and remember things in many different ways — some people are more verbal, some more visual.
“People use more of their brains when they associate you with both words and images, meaning you make more of a mental impact.” (‘Develop Your Logo,’ rhondaonline.com, accessed 3 June 2010)
A corporate logo can be placed on every item of stationery the business uses as well as on signs, in advertisements and other public interfaces. Every time people see the logo they should think of the business. There are probably as many bad logos as there are good ones. Some are confusing, say nothing about the business they represent, or simply look terrible.
This article is all about making sure a business has a logo that’s right for it. There are some proven steps in designing a logo that will deliver the best results when the job’s finished.
Summarize the Business in a Statement
It all begins by writing a statement defining exactly what it is that makes the business valuable to others. What does it do that makes it special? Is it reliable and progressive? Is it funky with a great appeal for children?
Try and summarize everything in a statement like: “We are a catering firm serving clients in the construction industry. We are sensible, approach our work seriously, and play a part in our local community.”
As part of the groundwork, look at other businesses in the same industry and collect some examples of logos that look good. See how they use typefaces, design elements and colors.
Use a Professional for the Design
Once a suitable statement about the business has been worked out it’s time to start designing the logo.
DIY logos are possible using easily-available software or logo design websites, but it’s always best to call on the services of a professional graphic designer for the job. They’re used to interpreting a company’s profile – the statement that’s been written, and translating it into an attractive and effective representation for the business.
There could also be problems with a DIY logo’s legal status, according to Logo Ease, a UK business specializing in logo design: “It may be possible to seek trademark status for your logo design created using an online logo maker but then again it might not.
“This is a grey area because once you add color, layout and font to the design it does become unique. However, you are running the risk of someone challenging your trademark in a court of law should they be using a similar image to the one you selected.” (‘About Us’, logoease.com, accessed 10 June 2010)
Is a Symbol Appropriate?
There are two basic types of logos – an abstract symbol (often used by larger corporations with a multitude of products) which represents the company, and a simpler approach using the company’s name displayed in a stylized way, perhaps in a special typeface with a decorative frame.
Smaller organizations should generally stay away from the abstract symbol approach. To make these really work with people outside the company’s immediate sphere of contact requires a substantial advertising investment.
Furthermore, if the logo features the company’s name and it can be easily read there’s no way it can be mistaken for somebody else’s logo. It’s also possible to combine an abstract symbol with the business name to overcome the possibility of misinterpretation.
Where Will the Logo be Used?
Consider how the logo will be used. When producing stationery it’s possible to reproduce almost any color or colors, but reproducing exact colors in newspaper advertising can be expensive.
Having lots of colors – a rainbow for example is going to lead to expensive printing prices as well as difficulties in reproduction. Keeping the number of colors to a minimum will save quite a bit of money in the long run.
What size will it be? Some logos look really great on a billboard but can’t be seen when reduced to the size needed for a business card. The design has to work everywhere – large or small.
The logo’s proportions are also important, says Avinash Narula, a professional designer: “Logos should not be disproportionately vertical or horizontal. Remember logos will have to be reduced or increased in size diagonally. This means that when you increase or decrease the size of the logo, both the width and height of the logo will be affected.” (‘How to Develop a Logo’, brochure-designing.net, accessed 3 June 2010)
As a general rule, the easier the logo is to reproduce the better it will meet the businesses’ needs, both now and in the future.
A final tip: Stay away from clip art or the dummy logos that came with some program on the PC. Chances are pretty good that someone else will have already used them.
Road Test the Logo Designs
A professional graphic designer will always create a selection of logos for initial consideration. Several possible logos should be created before deciding on the one that’s best.
Even when the winning logo has been determined, don’t rush into having all the company stationery reprinted. Give the new logo a test run with as many people as possible. Ask them to take a look at it and give their honest impressions. If they all ask “what does it mean?” give another design a try.
Dummy up some business cards and letterheads with the new logo to see how it works on two of the company’s most important items of stationery. These would most likely be the letterhead and business card. Once again, show these to a selection of people and see how they react.
When the development of the new logo is complete, put it everywhere - stationery, advertising, signage, uniforms, even company vehicles. The more exposure it gets, the better it will work for the business.
Philip Keeffe - Phil Keeffe is an Australian journalist originally from California who has lived in Sydney since 1968. His communications background ...
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