Nothing distinguishes and identifies a business more than its logo. It is a symbol of your business’ professionalism and integrity. Such an important trademark should appear on everything that is produced and sent out by your business, so isn’t it worth taking the time and making the investment in an effective logo? It can take some time to develop and agree that the right logo has been found for your business. It can be helpful to access the services of a professional graphic designer, but regardless of whether you do or do not take this option, the following tips should be helpful…
Don’t use clip art!
While clip art is easy to use and readily accessible, it is unfortunately overused and quite often appears too simple or even cringe worthy. Of course, you do not want people to have this impression of your business. An illustrator or designer can be a huge help if you want to have an image included in your logo.
Be careful when using images
Having suggested that it is never wise to use clip art, keep in mind that any images used should not contain excessive detail. Imagine a printed booklet or printed business card. In all likelihood, your logo will appear in a range of different sizes, so is there any benefit in having an image with detail so small that it cannot be seen? When logos and images are manipulated to fit in different spaces and on different pieces, there is a risk that the subsequent manipulation of images will mean that they cannot be seen and will lose their effect. The best tip is to use bold, solid shapes that will maintain clarity and shape when their size is changed. Sometimes simplicity is the most effective thing of all.
Make sure your logo is effective in colour and black and white
If you have a coloured logo, be sure that it can be converted and will look just as effective in black and white. This means that you will have a colour and a black and white version of your colour logo. Avoid grey logos as your logo will be used on black and white documents and it is commonly accepted that grey does not photocopy well.
Be creative and develop an interesting logo
Ensure that your logo reflects that time, thought and energy have been invested in it. Even if your logo is simply your business name, use an interesting and appealing font and possibly, some other effects. Using a logo that is too simple and let’s be honest boring, does not communicate a message that your business is dynamic, responsive and forward looking.
Use your judgement
Consider how the colour, contrast, scale, spacing and arrangement of your logo are combined to create impact and effect. In sum, your logo should be visually appealing, clear and effective in helping to communicate a professional impression of your business.
Use a shape that will balance other elements
Avoid a shape that is too odd or different. While creativity is not to be suppressed, having a shape that is vastly unusual can throw off the balance of the piece and you may find yourself struggling to make it fit with other elements on your printed booklet or printed business card.
Ensure that the logo that you decide on is one that you really love and feel gives a positive and professional impression of your business. Your logo should be strong, balanced and memorable and something that is appropriate and powerfully represents your business. It should work well with your company name, use an easy to read font and look just as effective when printed in colour and black and white.
