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What Makes a Good Logo
What is a logo?
A logo is a design, graphical representation, image or symbol
that represents a business or organization. Logos were initially
used to distinguish and differentiate products, the logos
assisted purchasers in finding the product they prefer or
have come to trust (or not trust). When product selections
were limited and items were marked with a logo which a consumer
was familiar they would naturally assume a certain level of
quality or value, even if they had not previously used that
specific product from that vendor. Now many companies not
only have a corporate logo, but they have a logo to represent
each of their products or product lines.
The company or product logo typically appears
on all printed media or websites that are associated with
the company or product. The logo appears in all marketing
material and media.
A logo is really more than just a graphic, a
logo design is part of a larger marketing concept. Marketers
take specific care when selecting a logo, and they give a
lot of thought about what they want their customers to identify
with the company or product logo.
Some logos are designed around color. Studies
have been conducted about the psychology of color and how
different colors evoke different emotions. Green is used to
imply wealth or expense, a marketer might use a green logo
to imply an increase in perceived value. Blue on the other
hand has a calming and soothing effect. Multiple colors can
be used to accent and highlight specific parts of the logo.
Accented and highlighted colors should be contrasting and
complimentary.
Regardless of what colors you select, be sure
that you use standard pantone colors and websafe colors. Also
make sure these colors can be easily reproduced in print mediums.
Logos should be simple, and not overly elaborate
or complex. Newer businesses and technology companies should
have modern logos, while long standing businesses may want
to use a logo that emphasizes their business experience. That
does not mean that an older business cannot freshen or enhance
an older logo, they may just want to retain certain qualities
so their logo is still recognizable. Rarely do business depart
drastically from an established logo. For this reason businesses
should select a logo that has longevity. Once you establish
and build a strong corporate image, you will want to retain
it.
Logos should be designed so that they scale
easily and can be used in a variety of mediums: letterhead,
t-shirts, and more. Always keep in mind that logos are part
of a larger marketing concept. Promotional materials will
require consistency to reinforce the company or product image.
Taglines incorporated into the logo help reinforce
the underlying message in a logo and can be an easy addition.
Countless memorable marketing campaigns over the years have
associated slogans with a logo to hit a message home.
While logos sound complex, in truth it has never
been easier to locate a logo. Professional graphic artists
are abundant on the web, and can be contracted to create a
custom logo, or business owners can scroll through thousands
of logos in logo directories.
Logos are the building blocks of a company or
product identity. Be sure to take the time to find a logo
that reflects the values that you, as a business owner, want
associated with your business. Find a logo that is more than
just a graphic.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and podcasts.
In addition Sharon manages marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.
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