How to Define Your Specs for a New Company Identity
Recently I had a client who needed a new logo for her company. Her request was for a logo that illustrates exactly what the company does. Had I fulfilled this request, the logo would have been too detailed to be effective as a logo.
A logo is usually a symbolic representation of the company or organization. It should be simple, and not too literal. If you look around at logos for other businesses, you'll see what I mean. (Of course, there are lots of ineffective logos out there too.) A logo that's too literal can create an unprofessional image.
The tagline, not the logo is a good place to summarize the essence of your offering.
The logos for larger or more sophisticated businesses tend to be more symbolic and obscure, often using nothing but stylized text. Many of these businesses do extensive research and testing, and pay thousands of dollars to have their company identities developed, indicating that their identities are most likely effective for the company.
I've seen logos where the image is so small and complicated that it's hard to tell what it is. This creates confusion, which undermines the company's brand recognition and alienates the viewer. A logo needs to be scalable since it's usually included on business card, website or ad, where it will be small. An effective logo is clear, strong and memorable.
Your logo colors should fit in with the rest of your marketing materials and website, if you're not having those re-designed as well. Make sure you like the color scheme, so you can stick with it, keeping your brand identity consistent.
An effective company identity looks professional, enhances your company's image, and helps you take your business to the next level.
© 2008 Emilie Nottle
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© 2008 Emilie Nottle. As web designer and online strategist at Zooop Design, Emilie helps entrepreneurs to establish an effective and profitable web presence. If you're ready to get the most mileage from your website and online marketing, sign up for her free monthly eZine, and receive the free eBooklet, "Three Surefire Ways to Increase Targeted Traffic to Your Website."
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