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Potential customers might not recognize your face—so
it’s a good idea if your logo looks familiar. The
logo, a Greek term meaning word or speech,
is the embodiment of your organization, what you show
the world and what you want people to remember.
It can be simple—but creating it shouldn’t
be. Consider these factors when you’re entering
the design process.
- Uniqueness: Is it something that can be identified
with your company, and not with a competitor?
- Memorability: Is the logo likely
to trigger a response when potential customers see
it in the future?
- Immediacy: Your logo should be
as identifiable as the name of your company, so you
want immediate recognition. Use the logo on all of
your corporate/promotional/identity materials to
establish the connection with your brand.
- Message: Do the colors and imagery
show strength? Tech savvy? Youth appeal? Style? Each
of these can impact your ability to connect with
customers.
- Permanence: Frequently changing
logos is counterproductive to companies who want
to establish their identity in the marketplace. The
goal is instant public recognition. Choose classic
over the flavor-of-the month—this is a long-term
commitment, not a fling.
- Reproducibility: Will your logo
be used only in your selected colors or will you
need a black-and-white version? How will it look
in that version? At what size will the logo be seen—on
a vehicle or on a pencil—and will it be identifiable
and visually pleasing in all its uses?
- Simplicity: In most cases, simple
shapes or imagery work well without elaborate detail.
Avoid too many colors, detailed photos or gradations.
- Display: Know whether you’re
likely to use your logo in combination with your
name or if the imagery should stand alone. (Think
of the Red Cross logo. It’s easily identified
without the name, which is an advantageous in the
international community where the message needs to
be understood in more than one language.) Also, consider
whether a slogan or tag line will be used in conjunction
with the logo.
- Audience: Who are you hoping
to reach? Are they looking for something conservative
or free-spirited? Technical or tasty? Once you identify
your target market, you’ll be able to choose
colors (bright and vibrant for food, neutral tones
for financial institutions, primary for children’s
products,) fonts and imagery that appeal to your
demographic.
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If you need more information about logos or you’re
looking to solidify your brand, the professionals at Bells
International can help. Check the Contact
Us section to
make the right connection.
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