Do you realize just how important your company logo is? It
appears on everything from your letterhead to your website,
reaching customers, prospects, suppliers and the press. In other
words, your logo reaches everyone who has any contact with you and
is the first impression someone will have of your company. Because
of its potential impact, your logo must offer a favorable
impression of your business. Present yourself clearly and
dynamically, and you'll look like a pro, even if your office is
in your home's basement.
Easier said than done, you say? Maybe. Luckily, there are
time-tested guidelines you can follow in your quest for a great
logo. Whether you hire an agency or decide to create it yourself,
commit these rules to memory--or at least bookmark this web
page:
1. Your logo should reflect your company in a unique and
honest way. Sounds obvious, but you'd be surprised how many
business owners want something "just like" a competitor.
If your logo contains a symbol--often called a "bug"--it
should relate to your industry, your name, a defining
characteristic of your company or a competitive advantage you
offer.
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What's the overriding trait you want people to remember
about your business? If it's quick delivery, consider objects
that connote speed, like wings or a clock. Consider an abstract
symbol to convey a progressive approach--abstracts are a great
choice for high-tech companies. Or maybe you simply want an object
that represents the product or service you're selling. Be
clever, if you can, but not at the expense of being clear.
2. Avoid too much detail. Simple logos are recognized
faster than complex ones. Strong lines and letters show up better
than thin ones, and clean, simple logos reduce and enlarge much
better than complicated ones.
But although your logo should be simple, it shouldn't be
simplistic. Good logos feature something unexpected or unique
without being overdrawn. Look at the pros: McDonald's, Nike,
Prudential. Notice how their logos are simple yet compelling.
Anyone who's traveled by a McDonald's with a hungry
4-year-old knows the power of a clean logo symbol.
3. Your logo should work well in black and white (one-color
printing). If it doesn't look good in black and white, it
won't look good it any color. Also keep in mind that printing
costs for four-color logos are often greater than that for one- or
two-color jobs).
4. Make sure your logo's scalable. It should be
aesthetically pleasing in both small and large sizes, in a variety
of mediums. A good rule of thumb is the "business
card/billboard rule": Your logo should look good on both.
5. Your logo should be artistically balanced. The best
way to explain this is that your logo should seem
"balanced" to the eye--no one part should overpower the
rest. Just as a painting would look odd if all the color and
details were segregated in one corner, so do asymmetric logos.
Color, line density and shape all affect a logo's balance.
Many logo gurus insist your logo should be designed to last for
up to 10 or 15 years. But I've yet to meet a clairvoyant when
it comes to design trends. The best way to ensure logo longevity,
in addition to the rules I've listed above, is to make sure you
love your logo. Don't ever settle for something half-baked.
And once you commit to your logo design, be sure you have it in
all three of these essential file formats: EPS for printing, JPG
and GIF for your website. Essentially, these file conversions
render your logo as a single piece of art-so it's no longer a
symbol with a typeface. Which brings us to the most important rule
in logo design. . .
Never, ever re-draw or alter your logo! If you want to animate
it for your website, fine. But don't change its essence. Reduce
and enlarge it proportionally. And if you become tired of your
logo, that's good. Because that's usually about the time
it's starting to make an impression on everyone else!
John Williams is Entrepreneur.com's "Image
& Branding" columnist and the founder and president of
LogoYes.com, the world's first
do-it-yourself logo design website. During John's 25 years in
advertising, he's created brand standards for Fortune 100
companies like Mitsubishi and won numerous awards for his design
work.