By Alan Graner
Logos are is the center of your corporate identity, appearing on everything from pencils to posters, business cards to building signage.
They a symbol or name that represents a concise image of your company, depicting what you do, who you are, your brand value or your company culture.
To ensure your logo works as hard as you do, it should accomplish the following.
- It conforms to a logo style guide to ensure it remains consistent regarding use, color options, positioning, typefaces, etc.)
- It’s simple and distinctive (McDonald’s, Nike, Apple)
- It’s visually appealing (World Wildlife Fund, I Heart NY, KFC)
- It’s easily reproducible (Shell Oil, CNN, Volkswagen)
- It’s scalable, working effectively at any size (IBM, Google, Kodak)
- It uses color effectively (Dole, Shell Oil, Windows), or It uses monochromatic color effectively (3M, Adidas, Arby’s)
- It uses a pleasing typeface (FedEx, Disney, Mobil)
- It avoids clichés (pencil logo for a writer, stethoscope for a doctor)
- It uses white space effectively (Chanel, Adobe, Facebook)
- It’s memorable (Baskin Robbins, Dominos, Playboy)
- It’s appropriate to your audience (Toys R Us, The North Face, Susan G. Komen Race for the Cure)
What tips would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at email@example.com. Or visit www.dsprel.com.