Your Logo - Much More Than a Decoration
by Greg RS Kihlstrom
What are the company logos that you remember the most? As you are about to
design your corporate identity, take a look around and notice the logos that are
all around us. Most of the time, they are very simple icons. Sometimes they
graphically represent exactly what the company does, but others are a simple
mark that makes an impression. Here are some tips to help you get a memorable
corporate identity of your own:
1. Find a Designer You Can Trust
First of all, you need to find someone that truly understands the importance of
the creation and implementation of a company's identity. Beware of a designer
that says "Yeah, I do logo design." A logo is only part of the package. In order
for the logo to work, it needs a color scheme, fonts that complement it, and a
complete 'look and feel' that ties all your communications together.
Take a look at the designer's portfolio and make sure that they have designed
memorable, striking logos, but also make sure that you take a look at how those
logos were applied to different types of items such as business cards,
brochures, Web sites and even 1-color giveaway items like pens and magnets. In
every occasion, the logo and surrounding design elements should work as a
cohesive whole. If they do not work, the designer does not understand the true
idea of corporate identity design.
Make sure that the designer can answer tough questions about their design
choices. There should be a reason behind everything that was done. Remember,
your identity is going to be with you for a (hopefully) very long time.
There are now many cheap, fast logo creation services online. Many people are
satisfied with these services, and they seem to do a decent job of creating a
logo. But corporate identity design is a whole other matter, and these logo
design Web sites don't fully address this more complex issue.
2. Think Simple
Once you find a designer, make sure to explain to them everything that your
company does. Make sure that you can articulate your company's philosophy of
doing business and what sets you apart. The corporate identity process depends
on conceptualizing all of these abstract ideas.
Remember, though, that some times the simplest expressions are the most
memorable. If your company manufactures widgets, trims them on a machine and
then delivers them to a store, don't expect to be able to show that entire
process with one small icon. Instead, concentrate on what sets you apart. Maybe
it's your personal touch, your strong foothold in the marketplace or your
innovative ideas. Don't be afraid to simplify.
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