Logo Design – Less Is More

Compelling logos create a memorable impression to clients or customers and, if done correctly, will encompass your company’s atmosphere, purpose and specialty. The creation of a logo for a company is the jumping point for all following creative and therefore must be fit all requirements set by your client.

This checklist will help you and your client choose a successful logo.

– Design a logo that stands out no matter what context you place it in, for example if it is embroidered on a sweatshirt or embossed on a folder.

– Don’t clutter your logo with fine details. It should be as easy to see from a distance as it is up close.

– Present a logo that prints well in both color and black and white. Some print jobs will not be done if full color and your logo will have to be changed to black and white. It needs to be just as recognizable as it would be in color.

– Choose a logo that is both simple and memorable after one impression

Another component to narrowing the look of your clients logo is to decide between these three types of logos:

– Illustrative logos: A logo which clearly illustrates what your company does.
– Graphic logos : A logo that includes a abstract graphic that represents your company
– Font-based logos: The use of fonts and text to comprise the logo

A good logo works in the simplest form. With the advent of the Internet, it is common to see logos which contain gradients and 3D effects. But if the logo cannot also be reduced to a simple one-color flat version for use on faxes, checks, and photocopied documents, it is functionally useless. A designer must consider the multiple ways the logo will be used, from the most basic to the most extreme.

The ultimate goal is to present a strong image for your company to start from and then alternatives for web and animation can be made.