You make your Logo. Then we'll make everything match.
The Science of Logos
by John Williams
Copyright 2007, John Williams
Your company's logo will go a long way toward defining your brand, so the
process to create it should not be entered into lightly. Whether you choose
to work with a design team, or use resources available to produce your logo
yourself, you must be aware of how varying images, shapes, typefaces and
colors will showcase your company.
Industry Guidelines
While there are no carved in stone rules relating to the types of logos that
should be used by specific industries, some general guidelines do exist. At
one end of the spectrum are high-tech logos; logos for service-oriented
industries are at the other end of the spectrum, and business-to-business
logos reside in the middle.
- High-tech logos are typically chiseled and angular; their
intent is to create the perception that the company is innovative. They
work well for high-tech companies.
- Service-oriented logos are typically smooth and rounded;
their intent is to create the perception that the company is creative
and friendly. They work well for service-oriented and many retail
businesses.
- B2B logos can use components from both the high-tech and
flair ends of the spectrum; their intent is to create the perception
that the company is stable and trustworthy. Many B2B companies choose
such a logo.
As you determine where your company falls on the spectrum, remember that your logo will be used for a variety of purposes—including
company identification, marketing promotions and client development—so it must be attractive to a variety of audiences. And, given the
rising importance of having a strong online presence, your logo must be innovative enough to provide immediate differentiation, leading
to memorability.
Design Details
The images, shapes, typefaces and colors you choose to use in your logo will in many respects define your company. Thus, be sure to
complete the required due diligence before coming to conclusions that "seem right." Here are a few suggestions that may be of help:
- Simplicity works. Your logo should be a clean symbol that is
easily reproducible. Stay away from logos that contain a lot of
information, gradation or fine details; these will be more difficult for
people to recall.
- Use color as an embellishment. A well-designed logo should
look good in black. That doesn’t mean you can’t use color, but the color
itself should not be relied on as the major design element.
- Study the science of color and typeface. If you choose to
employ color in your logo, use the resources available to you to
determine the appropriate color for your company. The same goes if a
typeface is used in your logo; be sure the one you choose communicates
the appropriate message.
During the design process, remember that you want your logo to be an element that does not change. It's far easier to modify your
messaging than divert from an image that has come to represent your company. If you design a logo that is unique, strong, appealing
and suitable, you should be fine.
John Williams is Entrepreneur.com's
"Image & Branding" columnist and the founder and president of
LogoYes.com, the world's first
do-it-yourself logo design website. During John's 25 years in advertising,
he's created brand standards for Fortune 100 companies like Mitsubishi and
won numerous awards for his design work
