The Right Logo

The Logo: a little history

Logotype, commonly know as a logo, is a design, a graphic representation/image/trademark symbolizing one's organization. Designed for instant identification, a logo can appear on company letterhead, advertising material and signs as an emblem by way of which the organization can easily be recognized.

Originating in the 19th century, after a surge in industrial manufacturing that led to an increase in output, global distribution, and the commencement of competition, logos were created to differentiate between products within the same industry. Emblems or symbols were included on products, packages and labels so buyers could easily recognize the product they preferred. Logos revolutionized the advertising world. There was a time when only affluent organizations could afford their own crest, emblem or logo. They were, in some cases, a very detailed drawing with many objects. Cost was not an issue and more was considered better. Then, flags were used due to their larger format. They were visible from the craft fields and from long distances. Today, successful companies continue to say that "simpler is better". Especially when the world is advancing so rapidly, you have less and less time to impress your customers. Logo designs, now, are very stylish yet remain conservative, which makes them eye-catching and easier for the brain to memorize.

Selecting the Logo Concept

The most crucial aspect of logo selection is the logo concept. You must first determine what your logo should say about your company. You may come up with an image related to a business like a house for real estate or a car for a car dealer, or your logo could be just an abstract image representing the company's philosophy, for example, a pyramid or a blocky image for a stable, trustworthy company. A very dynamic image with orbits and swooshes, sparks, or particles might be suitable for a very young, modern, high tech company.

Not all businesses, though, can be easily associated with any particular image. For example, a programming company doesn't have many images to associate with (except a computer). In this situation, it would be recommended to concentrate on an abstract image and to represent the feel of the company's business rather than coming up with a specific image. Companies that deal with more than one business should have a more generic image, but the logo can still be made to look technological by implementing some straight lines in combination with curves, or more corporate with more proportional, symmetrical, geometrical shapes. As a result of the expense involved in changing a logo, a "good" logo shouldn't be too trendy, but ideally last many years before needing a redesign. You need to ask yourself if the design will be relevant in 5 or 10 years.

Once a company has established itself with a specific look, feel and image, it becomes more and more difficult to change as time goes by. Some companies have enjoyed success without ever having to change their logo design. Kentucky Fried Chicken has used Colonel Sanders in their logo since the company was founded in 1952. Aside from some updates on their marketing front, Nike would be another good example (the Nike swoosh). Pepsi took a risk in the mid 1990s by drastically changing their image and logo but did so with success. However, it could have resulted in commercial suicide. If you'll remember, in the 1980s Coca-cola changed their brand image to Coke. Pepsi then took over top seat in the market shortly thereafter. Creating a logo that can appeal to customers and consumers throughout the ages is important, considering that there will always be a risk involved with change.

If, however, you decide that your logo is in need of a face life, here are some points to take into consideration:

Does your current logo represent 3 of the key elements that make up a credible and high quality logo design?

a. Does the logo portray your company in a manner which says that you are an expert in this field?

b. Is the logo "contemporary", symbolizing a "forward-thinking" look?

c. Is the message that you are trying to convey to the consumer clear? If you answered 'yes' to all of these questions, then why change your logo? By revamping your company image, you may risk losing your supporters, clients that are already familiar with your products and services, your popularity, respect, as well as your market share. You can, however, clean-up your logo or update it with a lot less risk.

Tagline

When creating a tagline for your company, it is important to consider whether or not you are going to, eventually, go global. If so, create a tagline that gets your point across when translated into different languages. Here are some examples of successful companies that did not take this into consideration:

a. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off".

b. General Motors introduced the Chevy Nova in South America, and the company was apparently unaware that "no va," translated in Spanish meant "it won't go," or "it doesn't run."

c. In Taiwan, Pepsi introduced its tagline "Come alive with the Pepsi Generation". In Chinese, the slogan translated as "Pepsi will bring your ancestors back from the dead."

Shapes, Sizes and Types

Iconic logos: Iconic logos, one of the most common types, are represented by a single graphical element, icon or design which usually includes the company name below or to the side of the icon, for example: Nike, AOL, Micheline. When considering iconic logos, it is important to make the symbol fit any of the geometrical shapes. The best shapes to use are symmetrical geometrical shapes. They can be placed almost anywhere and still show balance and are very easy to handle. There is no obligation, however, as to the kind of shape used, you can use any free form shape you want, but you have to be very careful with the placement, so the logo doesn't look like it is falling apart. When selecting the shape, you should consider how conservative and stable your company wishes to appear.

Logo Type: Logo types consist only of the company name. A unique font or unique layout style can make a great logo, for example: Sony, Kellogg's, Coca-Cola, IBM.

Illustrative: An illustrative logo consists of a unique design; usually representing the company's field of business. These logos are often very eye-catching, detailed and impressive. As a result of their detail and colors, illustrative logos are difficult to reproduce and therefore expensive.

Integrated: An integrated logo is the combination of a logo type and illustrative logo. These logos are even more rare than the illustrative logos because of their expense.

Less is More!

Everyone wants a cutting edge, high tech, 'cool' logo. Consider, however, that some of the most successful logos are simple, and most importantly, easy to remember. Think of Nike, McDonalds, Pepsi, Coca-Cola. These are all very successful images that are, at the same time, very simple. When creating your design, you can get into picky little details and it is important to take a step back, close your eyes and see if you can essentially sketch the image in your head. If it is that memorable, then you know you are on the right track. Remember that "less is more".

Colors

Keep in mind, when selecting colors for your logo, that your color scheme should be appropriate for your company. It is also useful to use pantone colors -universal colors which are used by professional print shops. Colors often have a profound impact on viewers. Red and orange are said to produce excitation, red also tends to signify danger. Dark blue portrays comfort and relaxation, and yellow tends to create a feeling of irritation. If you are creating a logo design for a nursing home or a hospital, it may be a good idea to stay away from reds and bright yellows. Exceptions are always made though, such as McDonalds (which has both red and yellow in its logo!). When choosing your color scheme, keep in mind the personality you wish to express for your business. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors. Be creative.

Important Points To Consider:

? A logo should: -Attract attention and leave an impression

-Create a look that in unique

-reflect the personality of the company ? Reproduction costs: The more detailed and colorful the logo design, the more difficult to reproduce, meaning a higher cost.

? The size: The prefect logo design will look great on a sign board as well as on a business card or a pen.

? Logo design companies are by the dozen. Take your time, research different companies and designers and compare packages in order to select a logo design company suited to your needs.

? Check your competition. What designs, graphics, and colors do they use? Remember that you need to be competitive.

? Trademark your logo. If your logo is trademarked, this prevents competitors and other third parties from stealing it.

? And last but not least, when in doubt, K.I.S.S. (Keep It Simple Stupid).

Logo design is believed to be one of the most difficult areas in graphic design. A logo is essentially at the heart of a corporate identity. It is the face of an organization! The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant. Make it an impact.

Article written by: Colleen Ryan

Bio: Colleen Ryan is the Art Director of Logobee Inc., a logo design firm that designs high quality logo design and corporate identity design for businesses worldwide. Logobee Inc. was founded in 2000 and since then the company has grown at an exponential rate. http://www.logobee.com

---

The Power of Thank You

Sometimes we loose site of the small things in life... Read More

The Easiest Marketing Plan Youll Ever Find

When it comes to marketing there's simply too many choices.... Read More

Marketing to a Critical Mass

In "Developing a Marketing Plan", we covered the first steps... Read More

Marketing and Advertising Techniques of Super Bowl Advertisers

Each year, advertisers with super sized budgets sink millions of... Read More

The Top 10 Wild and Wacky Ways to Market Yourself for Big Visibility

In today's competitive world of business, it takes moxie and... Read More

Five Tips to Make Your Marketing More Creative

Same old same old just doesn't sell anymore. To... Read More

The Advantage and Consequences of New Economy Marketing

Some of the research that has been done today gives... Read More

No One Gives A Damn About Your Business. Unless You Give em A Reason To

The good news is that there are thousands of people... Read More

Signage for Mobile Car Wash Vehicles

If you are in the mobile car wash business and... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to... Read More

Marketing: Are You Focused?

In early 1992, President George H.W. Bush was riding high.... Read More

Take The Test: Does Your Marketing Copy Sell?

Your marketing materials must grab your prospect's attention long enough... Read More

Limited Time Only (Shh! Its A Secret)

Under normal circumstances, you'd shout it from the rooftops. After... Read More

Small Business Marketing; Abstract Philosophical Discussion

Our bodies work like our small businesses. They work best... Read More

You Cannot - Not Market

Everything you do - or don't do sends a message... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd... Read More

Top 5 Ways to Generate Qualified Leads for Your Small Business

Do you ever wonder if you could be doing a... Read More

The Top Seven Marketing Mistakes

In my view, nearly all government statistics about reasons for... Read More

Mobile Marketing a New Age Strategy

More and more companies seem to be looking for new... Read More

How to Avoid Giving Away Free Consulting

After spending 30 minutes in a coffee shop with a... Read More

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

When conducting strategic planning for any company -- online and/or... Read More

The Five Most Common Joint Venture Marketing Mistakes To Avoid

Joint Venture marketing has become a highly popular way for... Read More

Direct Mail Response Rates Low? Eliminate These Mistakes

Are your direct mail response rates lower than you expect?... Read More

Marketing to Hispanics/Latinos

A powerful consumer market with annual spending power exceeding $350... Read More

Copy SoapNet and Make Money

Whether you want to admit it or not, soap operas... Read More

Small Business Pricing: Setting A Price For Your Product / Service

The importance of pricing can not be underestimated as incorrect... Read More

Census Data Mapping for Small Business

When studying the demographics of an area for a business... Read More

Every Days a Holiday!

You probably know that February 2nd is Groundhog Day. But... Read More

An Internet Marketing Strategy that Works

You can't put up a beautiful (or any) web site... Read More

Think Creatively While Reinventing Your Marketing and Selling -- Its For Your Survival!

We live in a world that for many has become... Read More

Positioning For Success

According to military historian David Chandler the campaigns of Napoleon... Read More

Develop Your Curiosity And Increase Profits

If anyone was to ask me what my greatest strength... Read More

Six Ways To Attract New Customers To Your Restaurant

Without new business, your restaurant won't be able to grow.... Read More