| Everyone's got 'em. You likely see the "Nike | | | | itself should work as a unit with the company |
| swoosh" logo everywhere you go. And you know | | | | name. It should achieve a look that's distinctive, |
| the Texaco station at the corner by its distinctive | | | | yet not trendy. It's best to avoid trendy type |
| "star." So, you're thinking, "My company needs a | | | | styles and extremely tall or wide shapes. You |
| logo, too." Maybe you want to design your own | | | | want your logo to look good for a long |
| logo too.Why create a logo for your | | | | time.Choose an appropriate spot color (or two) |
| company?Because a logo:-- visually represents | | | | and make note of its ink formula. The formula is |
| your company in a graphic form (a picture is | | | | a blend of various inks that's given a PMS number |
| worth a thousand words, remember?)-- instantly | | | | so the color combination is easily communicated |
| communicates your company's essence: what it | | | | to the printer. You'll refer to that PMS number |
| does and what it stands for-- complements your | | | | when you print jobs in the future so you can be |
| company's ongoing identity package so your | | | | sure the color on your logo will consistently be the |
| customers can recognize it year after year.But | | | | same.What elements make a successful logo? |
| not just any logo will do. A good logo is simple yet | | | | Here are 10 logo design tips that professionals |
| sophisticated. Don't be fooled that a logo design | | | | use:1. Simple, yet sophisticated2. Distinctive, bold, |
| that looks simple (like the Texaco "star") has | | | | and graphic (no thin lines)3. Not extremely tall or |
| been easy to create. Less is better, but getting | | | | wide4. Not trendy or old-fashioned5. Looks in |
| to "less" requires a process of combining symbols, | | | | balance6. Works well in all sizes7. Works well in |
| colors, typography, negative and positive space | | | | color or black and white8. Graphic element and |
| into a compact unit. Once these elements have | | | | name work together as a unit9. Communicates |
| been combined, they have to be refined and the | | | | your business clearly10. Uses graphics and fonts |
| best one selected. That's why designers present | | | | appropriate for your businessA powerful logo is |
| several preliminary designs (called comps) for | | | | the first step in pulling together your visual brand. |
| decision-makers to analyze, modify, and then | | | | Did you know that a tag line is as essential as a |
| accept.What should you know about creating the | | | | logo? Be sure you have a memorable tag line that |
| right logo?Your job as designer or decision-maker | | | | complements your logo.Copyright 2006 Karen |
| is to make sure the logo is a strong, balanced | | | | SaundersKaren Saunders is the author of "Turn |
| image that communicates clearly and has no | | | | Eye Appeal into Buy Appeal." Hundreds of |
| clutter. The logo should be bold and easily seen at | | | | business owners have used her simple |
| a glance. For example, on a well-designed logo, | | | | do-it-yourself design system to create stunning |
| strong lines and letters show up better than thin, | | | | marketing materials that really SELL their products |
| delicate lines and fonts.The logo's graphic imagery | | | | and services! |
| must be appropriate for the business. The graphic | | | | |