There are many factors to consider when designing a logo. Everything from color and shape to where and how it will be used. Here are a few good questions to ask yourself — or your designer.
Is It Yours?
A company’s logo should stand out from the competition. One thing to keep in mind: a logo is just a symbol and doesn’t have to actually convey what the company does in a single image. A good example is the Nike logo — one of the most recognizable logos in the world, yet it doesn’t look anything like a shoe. Apple and Starbucks are the same. The icon itself has nothing to do with the product, but when people see them they instantly know what it is.
Will It Work in All Forms of Media?
Great logos always translate well across different types of media. A logo should look as good on a business card as it does on a billboard or website. It also needs to reproduce well in black and white — local newspapers and printed documents are going to be around for a long time.
Does It Fit Your Look?
A logo should fit the look and feel of the company. If the logo is for a funeral home, you wouldn’t use bright colors and playful fonts. Color conveys meaning, and you really need to be aware of that when designing a logo.
Will It Last?
The very best logos looked great when they were first created and still look great today. One key to timeless design is maintaining simplicity. Trendy effects fade quickly, but clean lines with a neutral feel never go out of style.
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