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Choosing a Logo Design for Your Company
A picture is worth a thousand words. This adage is especially true when it comes to logo design. People have an immediate psychological and emotional response when they view a logo. Before anyone picks up the phone to call you or hits send on an e-mail, they will most likely first see your logo. A good logo can be just the right push to get them to call and a bad one can be enough to scare them away. You want to make sure you are sending the right message about your company with your logo. Here is a step by step look at some important factors to consider when designing a logo.
Designing a Memorable Logo for Your Company
A simple logo is much more memorable than a complex one. Think of some of the world’s most known brands like Coca-Cola, FedEx or McDonalds. The logos are simple and clean. Too many graphics can make a logo look cluttered. A common mistake that businesses make is feeling like they need to have a picture of their product as part of the logo. There is no sign of a fizzy drink, package or hamburger in any of the aforementioned logos. People who know what they are doing know that less is more.
Additionally, logos that are twice as wide as tall are the easiest to read, particularly in passing. If you are designing a logo for a business that will rely heavily on being read from a distance or in passing, this ratio will provide the best result.
Logo and Design and Color Symbology / Meaning
The color of you logo alone will create an impression of your company So choose colors that will send the right message about your business. Here is some basic color symbology:
Blue – Knowledge, Stability, Trust, Conservatism (Possible Danger: May be perceived as stuffy or old-fashioned)
Green – Nature, Wealth, Growth, Go (Possible Danger: Can be perceived as envy)
Red – Passion, Energy, Excitement (Possible Danger: Can be perceived as angry)
Pink – Love, Femininity, Calm (Possible Danger: Can be perceived as little-girlish)
Orange – Fun, Energy, Warmth, Nature (Possible Danger: Not perceived as a serious color)
Yellow – Happiness, Laughter, Energy, Creativity (Possible Danger: Can be overpowering and over-stimulating)
Purple – Royalty, Wealth, Sophistication (Possible Danger: Certain shades can be perceived as adolescent)
Brown – Dependability, Stability, Friendliness, Nature (Possible Danger: Can be perceived as dull)
Black – Sophisticated, Sexy, Elegant, Mysterious (Possible Danger: The overuse of black can be overwhelming and foreboding)
Since most logos are two color, selecting two colors that represent your company’s message is a wise choice. We use blue and yellow to represent our logo. This sends the message that we are knowledgeable, trustworthy, energetic and creative. Additionally, the conservatism of the blue is offset by the happy energy of yellow creating a well-balanced message. When designing a two color logo you want to make sure that you choose colors that will compliment each other visually as well. A good way to do this is to consult a color wheel. Colors opposite each other (complementary colors) always look good together. (TIP and easy way to determine complimentary colors is by typing in one color in MS Word an then highlighting the typing. The type will change to the complimentary color.) If you prefer a singular message, a monochromatic logo using tints of a single color can result in a pleasing effect, particularly when using blue and green.
Choose A Reputable Graphic Designer to Design Your Company Logo
The first question you should ask when choosing a designer is, “Will this logo be designed in vector format?” The answer must be “Yes.” Vector format means it will be designed in a program like Adobe Illustrator using art that is based on mathematical formulas. This means your logo can be sized up and down infinitely with no distortion or image loss. Vector is also the format that sign companies as well as many other service providers will require in order to output your logo in print. If your designer tells you the logo will be designed in Photoshop or Paint Shop in raster format, you probably need to find a new designer.
Logo Formats You Should Keep on Hand for Your Business
Vector eps (encapsulated post script) – You may not be able to view this logo on your computer without the proper software, but this is the most important type. It is used for professional print applications. You should request it in CMYK color for full color printing as well as in spot colors for 1, two or 3 color printing (depending on how many colors your logo uses).
JPEG – This type is for in-house publications like Word documents that will not be professionally printed. It is also the image type used for web applications. Get this type in a reasonably large size since your web designer can always size a JPEG down, but not up. JPEGs for web and in-house applications should be in RGB color.
PNG or GIF - For vector graphics (Created in Adobe Illustrator or other similar programs), you should save your logo in PNG or GIF format. This is for illustration files.
A logo will be part of your company forever (if done properly). Do your homework and choose a designer carefully. After all, it is one of the most important decisions you will make for your business.
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Article written by Joann Stylianos, owner of Big Fish Media a design agency providing Charlotte website design and Lake Norman website design in North Carolina.
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4 Comments
What can I say, except thanks, Rachel!
You are welcome, David.
I hope that you are doing well. 
This “The color of you logo alone will create an impression of your company So choose colors that will send the right message about your business. Here is some basic color symbology…” is just a cliché. Nothing sends the message about your business better then the way you do business, then your products and services. Let’s shatter the misconception - a new cool logo alone won’t take your business anywhere. Especially lame Web 2.0 style logos such as new Xerox logo. They were better off with their old logo. But they think what, their business is going to go better ’cause they are “repositioning” themselves by changing their iconic logo to a shitty logo?
Hey a great post. The explanation on the colours are just kool.
Thanks!!