Sand off those “Special Effects”
A logo that depends on fancy special effects is not a solid logo. “Special effects” include drop shadows, bevels, lens flares, reflections, and stylistic filters. We remove these effects to distill the underlying logo concept so that we can better improve it. Only once the logo concept is strong by itself should you experiment with special effects …and even then, only in moderation. Also, since special effects are used as crutches by bad designers, the effects themselves are usually tacky. For some “groovy” perspective, see Microsoft’s original logo.

Don’t Add, Only Subtract
Every element in a logo design is a potential distraction and every extra detail is one more thing to forget. The most successful logos of the biggest companies are usually one or two words with maybe one simple symbol. Be absolutely ruthless while subtracting from your logo. Leave only the most important elements.

No Photographs
Photographs, pieces of photographs, and bitmapped images like photographs do not belong in a logo. They don’t scale and are difficult to recognize, especially when your logo is resized. Replace photographic elements with a symbol equivalent (or remove them completely).

Multiple Versions
Once your logo concept is solid, sometimes you’ll need different logo versions for specific uses. For instance, you may need a logo for printing on dark backgrounds, a version that is very small, or a very simple version for photocopy and fax. A strong logo must be flexible.

Legibility
Small print text blurs when the logo is small, decorative fonts are difficult to read, and low contrast colors hide your text. Text should typically be large, use conservative fonts, and have high contrast with its background. Unreadable text is ugly and wasteful.

Scaling and Spacing
People like certain ratios common in nature so use them in your logo to improve its wow gold composition. The most famous natural ratio is the “golden ratio” Phi. (about 1.618) Also, use the typographic scale for to keep your font sizes “in tune.” In good design, these natural ratios appear often. But don’t rely on intuition; break out those rulers and calculators and verify those ratios. Yes… calculators. See? Math is good for everything. (fact)

Vectors
Vector graphics are shapes, lines, and colors that can be mathematically defined. A vector master-copy of your logo is important, especially for printing and for maintaining the integrity of your logo. A logo only saved as a bitmap (or worse, only as physical copy) like a jpg or tiff can’t be enlarged, loses data when shrunk, and usually prints poorly. What looks good on a computer screen rarely looks good in print.

When I began my career in the graphics industry, almost 17 years ago, I would approach the design of any new logo by first taking out a pad of paper and a pencil and sketching out basic ideas before diving into any real concept creation.  As computers and design software became more and more a part of the logo design process I tended to find myself heading to the computer immediately to put together my ideas.  This only tended to result in a lot of time spent staring at a blank computer screen.  As my business expanded and time became a more precious commodity I began to head back to my early days and approached my designs again with a pencil and paper before sitting down at the computer.   This not only gave me more free time but helped me to increase the profitability of my business.  The following is an outline of the design process I now take whenever I am creating a logo for a client.  I hope it will inspire some of you to take pencil in hand prior to sitting down in front of the computer.
 
 
Core Practice Partners is a leading international expert in Labor Management for companies that don’t work a traditional “9 to 5″ schedule. Their clients have included such industry leaders as Kraft, BMW, and General Electric. Their approach to creating solutions for their clients is unique and their desire was to have a logo that was both professional and creative.
They approached my company with a few ideas of their own, but were very uncertain whether the look they truly wanted could be achieved. I first set up a phone conference with their president, John Frehse, to discuss the goals he had for the logo and how he wanted to be perceived by the clients he serviced. After our initial discussion I sat down at the drawing board to rough out some ideas for the logo. This is the normal approach that I take in the designing of any logo. It allows for the creation of many concepts within a short period of time and dramatically decreases the amount of time spent producing the initial concepts to be presented to the client.

Once I had 6-8 rough ideas conceived I then scanned in the designs and used them as templates for the creation of computer generated concepts. I typically place them in the background and insert text and graphics over the top. Once the groundwork has been laid in I then remove the sketch from the background and add the finishing touches.

The initial presentation to the client contained anywhere 4 concepts that I felt worked best with the impression they were looking to achieve. These first ideas were presented in black & white. I have found that clients will initially lose interest in a concept if the colors are not to their liking. On more than one occasion I have seen ideas rejected solely on the basis of the colors used without the client giving any regard to the overall design presented.

Once a concept was chosen by the client the design was revised, if logo design necessary, and then rendered in color and resubmitted to the client for approval. There are usually 6-8 color renderings for the client to choose from, in this case there were 8. Most of these featured colors from the same palette (warm, cool, etc.) and there will be perhaps one or two ideas that could be considered “outside the box”. It is these additional color options that will either direct the client towards the preferred palette or will illicit a sense of excitement from the client about color choices they never imagined would be appealing. This can be one of the steps where a real sense of creativity can be injected into the design process.

The client immediately accepted one of the designs and now the only step left was to finalize the project. I provide most of my clients with a CD that contains their logo design in a number of different formats. Some designers may feel this enables the client to take the design and use other sources for the rest of their design work, but I have found that this merely gives the client a sense that they have recieved something concrete and if I have done my job correctly and have fulfilled all their desires then they will certainly use my services again.

As it turned out in this case I was hired by Core Practice Partners to design their stationery as well as numerous marketing materials. The logo of a company is an integral part of their brand identity. By establishing a good relationship with a client in this critical step towards creating the brand that will become their public presence you can build a solid foundation to creating a long term position as their designer of choice.

A Logo Design is the image which represents a company or its product. It’s function is to create a memorable, recognizable impression on the mind of a potential client or customer. A logo is essentially at the heart of a corporate identity.

So what makes a “good” logo? Most people would answer “I just know it when I see it!” and this isn’t so far from the truth. A good logo catches the eye - it makes the observer curious or engaged, if only for a short moment. A moment in which an image and the existence of your company is embedded in the mind rather than filtered out with a million other daily stimuli. But even if a good logo ‘just is’, there are elements for making it happen and we will look at some of those.

There are three basic types of logos, which can be used alone or combined within one design:

illustrative logos (a logo which clearly illustrates what your company does),
graphic logos (a logo that includes a graphic, often an abstraction, of what your company does), and
font-based logos (a text treatment which represents your company)
Creating a logo is always a process - though different designers have their own methods. Many designers will begin by sketching thumbnails or playing with shapes on the computer screen, until something “clicks” and they follow that path to see where it leads. One way to start is to select a shape which represents the concept of the company, and begin playing with it. The idea is to come up with something interesting or clever, whether a viewpoint which is different, or an unusual combination of shapes. Perhaps it will be something which will require some guesswork on the part of the viewer, but then be crystal clear when they look at it another way.

Many designers prefer to developing logos beginning with, or consisting entirely of text. By experimenting with fonts, size, shapes they seek to find an interesting way to represent the company using the form of letters. Again, simplicity is extremely important - this is not the time to use fancy decorative fonts. Whether alone or combined with graphic elements, the text in a logo must be easily readable at small sizes.

Once a form for the logo has been defined, color needs to be considered. Again, color for a logo should remain simple. You can wow gold always get fancy with the web version, but a good logo must work well in one color and gradients of that color. The color should enhance and support the form of the logo - for example, various shades of blue on the sides of a 3D box should be the same as they would in real life.

Contrast is another powerful concept in the creation of logos - you can contrast size, color, fonts, textures - to create visual interest.

A logo should be simple and abstract, not be complicated or confusing, and again, all elements must be discernible when reproduced in small sizes.

Home-based business owners may not formalize everything about their business at once. But it pays to think like a big business even if you’re still on the startup stage. One of the simple ways to think big is branding your business like it’s an logo design established one. And this can accomplished by various marketing strategies such as getting your business a logo, especially if you’re thinking of getting an Internet presence for your business and printing out business cards.

I have been thinking of getting my own business logo. But I don’t have any design ideas yet. It’s a good thing online resources abound when it comes to thoughts on business logo designs. Here’s one from logo making tip from SB Informer Guides.

Logo Longevity - Think Ahead!

The durability and longevity of a logo is worth considering. Although it’s impossible to see into the future, it is useful to picture your company 10-15 years down the road, and think about what kind of products and services it will offer, if any at all! Even the strongest companies update their logo every 15 years or so, but often website design the changes will be subtle in nature. Very seldom will they take on a radical re-design.

For small start-up companies, it may not be the end of the earth if you decide to change your logo after even a few years, depending on what transpires with your company.

But it’s always nice when a logo design is able to stand the test of time.

In this guest article, Jacob Cass briefly covers five vital tips for creating a professional logo design. He also mentions some useful logo design resources. Jacob is a self-employed graphic designer and founder of Just Creative Design. His business is based in Newcastle, Australia, and although fairly new to blogging, Jacob’s well on his way to building a great online resource.

Now, on to those 5 tips:
1. Learn what a logo is and what it represents
Before you design one, you must understand what a logo is, what it represents and what it is supposed to do. A logo is not just a mark – it reflects a business’s commercial brand through the use of shape, fonts, colour, and / or images.

A logo is for inspiring trust, recognition and admiration for a company or product and it is our job as designers to create an identity that will do its job.

One must first know what a logo is before website design continuing.

For further Reading on what a logo is, check out Wikipedia’s definition or CreativeBits’s discussion on what is a logo?

2. Know the rules and principles of logo design
Now that you know what a logo is supposed to do, and what it should represent, you now must learn what makes a great logo aka; the basic rules and principles of logo design.

As David quotes:

1. A logo must be describable
2. A logo must be memorable
3. A logo must be effective without colour
4. A logo must be scalable i.e. effective when just an inch in size

For Further reading on the rules and principles of great logo design I highly recommend reading these logo design tips from Logo Factory before continuing.

3. Learn off other’s successes and mistakes

Successful Logos

Now you know what the rules of logo design are, you can distinguish the difference between a good and a bad log. By knowing which logos have succeeded, and why, gives a great insight into what makes a good logo.

For example, let’s look at the classic Nike Swoosh (shown above). This logo was created by Caroline Davidson in 1971 for only $35, yet it’s still a strong, memorable logo, effective without colour and easily scalable. It is simple, fluid and fast, and represents the wing in the famous statue of the Greek Goddess of victory, Nike (something perfect for a sporting apparel business). The Nike logo is just one of many great designs, think about other famous brands that you know about and check out their logos. What makes them successful?

For more quality, lesser known logos I recommend browsing LogoPond or visiting your local book store or library and reading some books on logo design.

The Not So Successful Logos

We can also learn from logos that have not been too successful, such as the ones on the right of the above picture. Some more very bad logos can be seen in the post is your logo design phallic? As seen in wow gold that post, some logos can depict things that may not always be noticeable to the designer (as in the middle logo above) or they could just be plain bad design, as in the logo to the right (above).

4. Establish your own logo design process
Now that we know what a logo is, what the principles and rules of logo design are and what makes a successful logo, we’re now prepared to begin the design process. This is the hardest part of these 5 tips, and is a whole topic in itself. Each person’s process is different and experience is usually the key factor when creating your own logo design process. For an example of a well established method, take a look at David Airey’s logo design process.

In short, a logo design process usually consists of:

1. The Design Brief
2. Research and Brainstorming
3. Sketching
4. Prototyping and Conceptualising (See Step 5)
5. Send to Client for Review
6. Revise and Add Finishing Touches
7. Supply Files to Client and Provide Customer Service

If you ever get stuck before or during your design process, I’ve provided some tips on How To Boost Your Creativity.

5. Learn the software and complete the logo

After you have got your design process sorted out, it is usually a good time to begin mastering your software (here’s a selection of Adobe Illustrator tutorials for reference). But before I get to that, I want to point out that Step 4 and Step 5 overlap, as it’s a catch 22 situation – you can’t design a logo by just hopping straight onto the computer, nor can you complete a logo design without knowing your software (the Abode Creative Suite is a popular choice with professional designers).

Putting this aside, once you have arrived at your initial ideas and sketches from brainstorming, you can then move onto the computer to start digitizing your logo. After you have digitized the great concept(s), your client is ready to review your work, ask for possible revisions, and complete the design project. Thus, you have successfully created a professional logo.

1. Keep it Simple!

Logo design These are probably the best words of advice, and it ties into almost all of our upcoming tips. A complicated logo will not only make your logo difficult to reproduce and maintain, but you will also fail to engage your audience. The logo is the ultimate elevator pitch to your potential clients and business partners. You dont have time to recite your entire business plan in an elevator pitch, and the same concept applies to corporate logo design.

Sometimes when a logo design isnt working out right, there will be an inclination to add elements and complexity. Often times, its better to start over with a new concept or remove distracting elements rather than add them.

Simplicity isnt always an easy thing to achieve, as you dont want your logo to appear too boring or conservative. This is why at the end of the day its best to leave it to the design professionals!

2. Engage your Audience

The logo design should above everything entertain and engage your audience. Your logo should not be so literal that the message is spelt out for them. They should be given the opportunity to discover the meaning and intention of your logo themselves. If people are able to discover the trick of your logo within a reasonable amount of time, this will help to create a memorable and entertaining experience between you and your audience.

Too much abstraction will on the other hand work against you. If the logo is too obscure, the message that you are attempting to communicate will be lost, and so will your potential client. Remember, todays consumer culture is accustomed to very intense and stimulating media, and therefore you cannot be too demanding on your audience either.

3. Logo Longevity Think Ahead!

The durability and longevity of a logo is worth considering. Although its impossible to see into the future, it is useful to picture your company 10-15 years down the road, and think about what kind of products and services it will offer, if any at all! Even the strongest companies update their logo every 15 years or so, but often the changes will be subtle in nature. Very seldom will they take on a radical re-design.

There are many long-standing companies whose logos have stood the test of time. Type-based logos are good for this. The IBM logo is a great example. They offer a variety of products and services on an international level, and also provide research, design and consulting services. Theyve succeeded in communicating all of this through their logo, but we think they are due for an update very soon!

For small start-up companies, it may not be the end of website design the earth if you decide to change your logo after even a few years, depending on what transpires with your company. But its always nice when a design is able to stand the test of time.

4. Vector is Better

Although its tempting to use detailed illustrations and complex 3d effects in a logo, chances are that it will not serve you well. Clean, crisp lines with very limited colors are almost always more effective than an illustration or complex 3d rendering. A well-drawn vector-based logo will provide you with the contrast and balance that is so important in logo design. New capabilities in vector based programs can now give you the illusion of a 3d effect without losing contrast, using tricks such as the canter effect.

5. Adaptability - Be Ready for Change

Your logo should be flexible enough to adapt to every business situation. If a logo is too literal or specific, you may have a hard time using it when catering to different markets.

Generally speaking, the best thing for small business start-ups is to have an icon and logo-type designed at the same time. This will allow you to use the logo as a stand-alone image, or use it along with the type-font name as well. Often times, companies will use only the icon on its products and packaging materials. This is a common practice among software companies and book publishers.

6. Make it Memorable

A great logo design will imbed itself into ones sub-consciousness. This can happen for a variety of reasons, but for a logo to be memorable it needs to use simple lines and be very easy to recall from memory. A good test to ensure that your logo design is memorable is to show it to a friend and ask him/her to retrace it a week later. A good design should use a recognizable shape or element for it to be easily remembered.

7. Relevance wow gold Keep your Products and Services in Mind

A memorable logo is great, but it should also get your web design customers to start thinking about the products or services that you offer. You should ensure that the logo relates to your business in some shape or form. Yes, the monkey can sell just about anything from cigarettes to cell phones, but theres a limit! Isnt there?

8. Choose your Colors Wisely

Colors can play a very important role in logo design as they can illicit different feelings and emotions from us. Interpretations of color may vary depending on age, gender, and cultural demographics, so your choices of color should be carefully considered depending on your target market. Also, colors tend to follow trends, just like in fashion. So a new, vibrant company may want to follow the current trends, whereas a bank may want to stay with a more conservative color set that will work well for them over a long period of time.

Try to keep your selection of colors down to two or three. Too many colors will increase your cost of production and make it more difficult to reproduce.

One interesting idea that weve seen used is to change the color of the logo on things like business cards and stationery depending on the market segmentations of the clientele.

9. Keep it Unique

This should be straightforward. You want to be sure that your company is easily identified among your industry and competitors. Be sure to carefully research your industry and target market before embarking on a logo design. You need to know and understand the common styles of your industry, but you also need to make sure that you dont infringe on anyone elses trademarked logo.

10. Versatility Pays Dividends

One of the most important attributes of a good logo design is versatility. You want to portray a consistent image across all of your marketing materials, including signs, letterhead, business cards, products lines, and web sites. Often times, a complicated logo design will work fine on a website or billboard, but when you shrink it down to fit on a pen or coffee cup, the illustration or lettering will become illegible. Your logo should also work well in black and white.

You may often find that start-up companies and even well-established law firms will not consistently brand their logo across all their marketing materials. For example, they may have their logo on the front door of their office, but will end up using something different (or nothing at all!) on their website. In order to build brand recognition you need to market your logo and image as consistently as possible. Be sure that when youre having your logo designed that you receive all the file formats necessary for use in your various marketing channels.