You make your Logo. Then we'll make everything match.
Look Big, Win Big:
The Five Cardinal Rules of Logo Design
by John Williams
Copyright 2007, John Williams
Your logo appears on everything from your letterhead to your website,
reaching customers, prospects, suppliers and the press. In other words, your
logo reaches everyone and is the first impression someone will have of your
company, therefore your logo needs to create a favorable introduction.
Present yourself clearly and dynamically, and you’ll look like a pro, even
if your office is your basement.
Easier said than done, you say? Maybe. Luckily, however, there are
time-tested guidelines to follow in your quest for a great logo. Whether you
hire an agency or do it yourself, commit these rules to memory (or at least
bookmark this Web page):
- Your logo should reflect your company in a unique and honest way.
Sounds obvious, but you'd be surprised how many entrepreneurs 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 or to a competitive advantage. What's the
overriding trait your 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 representative of the product or service you're
selling. Be clever if you can, but not at the expense of being clear.
- 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.
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
four-year-old knows the power of a clean logo symbol.
- It should work well in black and white (one-color).
If it doesn't look good in black and white, it won't look good in any
color. (Also keep in mind printing costs for 4-color logos are often
greater than that for one or 2-color).
- Your logo should be scalable. It should be aesthetically
pleasing both small and large, in a variety of mediums. A good rule of
thumb is the "biz card/billboard" rule: your logo should look good on
both.
- It should be artistically balanced. The best way to explain
this is that the logo should seem "balanced" to the eye – no one part
should overpower the rest. Just as a painting would look odd if all
color and detail 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 longevity, in addition to the rules above, is
to make sure you love your logo. Don't settle for something half-baked.
Once you commit to your logo design, you'll need it in three essential file
formats: EPS for printing, JPG and GIF for your website. Essentially, these
file conversions render your logo a single piece of art (i.e., no longer a
symbol with a typeface). Which brings us to the most important rule in logo
use:
Never, never 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
proportionally. If you become tired of your logo, good. That's usually about
the time it's starting to make an impression on everyone else!
John Williams is president and founder of LogoYes.com, the world's first
and largest DIY logo website. In his 25 years in advertising, he has created
brand standards for Fortune 100 companies like Mitsubishi and won numerous
international awards for his design work.
