What Do You Need to Know Before You Design Your Own Logo?

Everyone's got 'em. You likely see the "Nikeitself should work as a unit with the company
swoosh" logo everywhere you go. And you knowname. It should achieve a look that's distinctive,
the Texaco station at the corner by its distinctiveyet not trendy. It's best to avoid trendy type
"star." So, you're thinking, "My company needs astyles and extremely tall or wide shapes. You
logo, too." Maybe you want to design your ownwant your logo to look good for a long
logo too.Why create a logo for yourtime.Choose an appropriate spot color (or two)
company?Because a logo:-- visually representsand make note of its ink formula. The formula is
your company in a graphic form (a picture isa blend of various inks that's given a PMS number
worth a thousand words, remember?)-- instantlyso the color combination is easily communicated
communicates your company's essence: what itto the printer. You'll refer to that PMS number
does and what it stands for-- complements yourwhen you print jobs in the future so you can be
company's ongoing identity package so yoursure the color on your logo will consistently be the
customers can recognize it year after year.Butsame.What elements make a successful logo?
not just any logo will do. A good logo is simple yetHere are 10 logo design tips that professionals
sophisticated. Don't be fooled that a logo designuse:1. Simple, yet sophisticated2. Distinctive, bold,
that looks simple (like the Texaco "star") hasand graphic (no thin lines)3. Not extremely tall or
been easy to create. Less is better, but gettingwide4. 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 spacecolor or black and white8. Graphic element and
into a compact unit. Once these elements havename work together as a unit9. Communicates
been combined, they have to be refined and theyour business clearly10. Uses graphics and fonts
best one selected. That's why designers presentappropriate for your businessA powerful logo is
several preliminary designs (called comps) forthe first step in pulling together your visual brand.
decision-makers to analyze, modify, and thenDid you know that a tag line is as essential as a
accept.What should you know about creating thelogo? Be sure you have a memorable tag line that
right logo?Your job as designer or decision-makercomplements your logo.Copyright 2006 Karen
is to make sure the logo is a strong, balancedSaundersKaren Saunders is the author of "Turn
image that communicates clearly and has noEye Appeal into Buy Appeal." Hundreds of
clutter. The logo should be bold and easily seen atbusiness 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 imageryand services!
must be appropriate for the business. The graphic