1. Visual Identity:
Remember the axiom that a
picture is worth a thousand words. Basically, your
logo is your company's visual identity. When seen,
your logo should resonate positive visual images in
the minds of your customers; think dancing sugar
plumbs.
2. Unique:
Don't copy your competition's
logo as you will run the risk of having your customers
identify with your competitor instead of with your
company; not to mention the risk of copyright
infringement lawsuits that could arise. Instead, make
sure that your logo is unique, distinct and highly
identifiable from that of the competition.
3. Descriptive:
Your logo should as concisely
as possible define Who your company is and What
products and services that it provides. A superior
logo is one that requires no accompanying caption or
at the most a caption that contains minimal words.
4. Simple Logo Design:
Avoid the temptation to "over
design" your logo as simple logo concepts are easier
to remember. However, keep in mind that sometimes a
more sophisticated graphic can add distinction.
5. Application:
Make sure that your logo
maintains its visual integrity throughout a variety of
different advertising mediums. For example, your logo
should maintain the same consistent look and feel
regardless of whether it is displayed on a tiny
business card, a huge billboard, on different textured
material and even after it has been faxed a few times.
6. Modularity:
Your logo must compliment other
sub-brands or parent companies that may be affiliated
with your company. All the elements must work together
to form a single voice.
7. Retention:
Strive to create a logo that is
simple but interesting. If your logo is too "plain",
then no sense of discovery or affinity will resonate
with the viewer. On the other hand, if the concept is
too complex to comprehend at first glance, then the
user will disregard your logo entirely.
8. Color
An effective logo should work
consistently in a variety of diverse color
applications. For instance, it should maintain a
consistent appearance whether printed in Black and
White (newspaper copy), 2-Color (printing to paper and
fabric embroidery) or Full Color (magazine
advertising). Color Theory is an important concept to
consider when choosing colors; as some colors can be
used to convey stability while other colors can be
used to convey a sense of urgency.
9. Endurance:
Strive for a logo design that
will stand the test of time. While trends and fads
come and go, your logo must, instead, convey
permanence. Keep in mind that it takes years to
develop "brand equity".
10. Brand Equity:
If properly designed, your logo
will help you build brand awareness for years to come.
So, from the outset, take the long-term approach with
respect to logo design and make sure to Get it Right
the first time! For example, Coca-Cola is a great
example of a Company that, from the outset, took the
Long-Term approach to Logo Design as evidenced by the
tremendous amount of Brand Equity that it has
cultivated over time and to this day, still enjoys. In
sum, if you are successful in incorporating these 10
concepts into your company's Logo Design, then your
Logo will have "Mojo"!
www.logomojo.com -
LOGO DESIGN
