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3. Descriptive
Your logo design 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"!
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