... continued from the previous page.
What about a 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:
Kentucky Fried Chicken's tagline "finger-lickin' good" translates in Chinese as "eat your fingers off".
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."
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".
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.
Colleen Ryan, Montreal, Quebec Canada, 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. www.logobee.com