A logotype, commonly refer to as a log, is a graphic representation that represents one´s organization. A logo is designed for instant brand/company recognition to be used in letterheads, signs, advertising materials and all other ways in which a company can easily be recognized. Logos must be eye catching and memorable.
How to select a loco concept?
This is the most crucial step when selecting a logo. You must determine what you want your logo to say about your company. Think about the type of company you are and chose your image based on that. So if you´re a real estate company your logo should include a house, while a car should be used for a car dealer and so on. You can choose a more complex modern look for a high tech company.
Not all types of business can be easily associated with any particular image, or you can choose not to use the same image everybody else is using. For instance if you´re a programming company you only logical choice would be a computer. In this situation it´d be recommended to concentrate on an abstract image to represent the feel of the business you do instead of using a specific image. Companies that deal with various businesses should have a more generic image, but still the logo can look technological with some straight lines in combination with curves, while it can say corporate by using more proportional, symmetrical, geometrical shapes.
An ideal logo shouldn´t just be was hip now, but ideally last years before needing an update. Think if your logo will be relevant in 5 or 10 years. Once a company is well established it´ll be more difficult to change its image as time passes by. Companies such as Kentucky Fried Chicken and Nike have used the exact image since they first started. Pepsi on the other hand took a chance on drastically changing its image in 1990, but did it with success.
If you decide that you need a logo for life, here are some pints to take into consideration.
1. Your logo should portrait you´re an expert in your field.
2. Your logo should express a continuing image-contemporary.
3. The message you´re trying to convey to your clients is clear.
You should always aim for a logo that will beat time, as changing your image may result on losing tradition and the clients you´ve had for quite some time and are already familiar with your image.
Tagline
When choosing or creating the tagline for your company consider whether you´re planning on going global at some point. If so, come up with a tagline that can be understood globally when translated to different languages. Here are some no, no examples:
1. Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off”.
2. 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.”
3. 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."
Shape, size and Type
Iconic Logos: One of the most common types of logos, iconic logos are represented by a single graphical element, usually including the company´s name. Example: Nike, AOL, Micheline. When choosing a iconic logo the best shapes to use are symmetrical geometrical shapes that can be placed almost anywhere and still show balance.
Logotype: They consist of only the company´s name. A unique font on a unique layout can make a great simple logo, for example: Kellogg´s, Coca-Cola and Sony.
Illustrative: An illustrative logo consists of a unique design, usually representing your field of business. These kinds of logos are usually very detailed and eye-catching. As a result this kind of logos are difficult to reproduce and therefore expensive.
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Integrated: A combination of a logotype and an Illustrative logo.
Colors
Your choice of color should always be appropriated for your company. It would also be a great idea to use universal colors that are used by professional printing centers. Don´t ever forget colors have a meaning and create an impact on the viewers. 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. 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.
Tips
Less is more- The most memorable logos are simple and clean and most importantly easy to remember.
Logos should attract people, give you and unique look and reflect the personality of your company.
When choosing a logo design company, choose the best and always take your time.
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