5 Tips for Logo Design
Your logo tells the world what you’re all about. It’s likely the first encounter anyone will have with your business. Does your logo stick in the mind of your customer, or does it get ignored like yesterday’s news? Keeping these 5 tips in mind will help keep your concepts simple and over time will ultimately build brand recognition for your company.
Keep It Simple
The best logos are the simplest ones. From IBM to Pepsi, big brands use clean designs to make a bold impact. Identify the characteristics that embody your company or community and distill it down to its simplest form. Good logos don’t necessarily require text to communicate their brand (Apple, Chevron). Conversely, some of the most memorable logos only use text (Disney, Wal-Mart). How can you turn simple into memorable?
Work with Vectors
Vector file formats will allow many variations of your logo including colors, fonts and scale. Avoid using JPEG’s, GIF’s and Bitmaps. These formats do not offer high enough resolution for your logos and will result in poor printed material. We suggest Illustrator Vector as the best file to use.
Doesn’t Matter If It’s Black & White
Your expertly designed logo will be pasted all over your support materials, including brochures, invoices, business cards, products, and anything else you brand. Remember that your logo has to work in multiple formats using many different types of printing. Make sure that it works as well in black and white as it does in color. When someone prints your material on their own printer, the last thing you want is colors coming out the same shade of gray and blending together!
Don’t Include Photos in Your Logo
Photos are not vectors. Photos also don’t scale, have no branding value and are hard to adapt for any use. Keep it simple and ask friends or colleagues to give you feedback. Look at Nike’s “swoosh”. Sometimes the simplest design is the smartest.
Scale That Thing
Your logo needs to make a big impression, regardless of where it appears. Logos generally stay small day-to-day on a website or letterhead, but sometimes you need big graphics for events, displays, and even billboards! Here’s the key question: does it scale? If you print a big version, will it look pixilated or sharp as an exacto knife? Make sure you design using vector-based art and anticipate the day when your logo will be able to cover an entire building!
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