Choosing your logo

What is so important about having a logo? It is a visual representation of the image you want to convey. The big blue letters of IBM form a monolithic symbol that people have come to associate with quality business equipment. The bucking horse of Ferrari embodies the speed and strength of Ferrari sports cars. In order to build an effective company image, you need to take advantage of this symbolic language.
Begin by following the simple rules of visual communication. Keep these watchwords in mind:
• Originality – Your logo should be original, not imitative. The old rule still applies: imitation is the sincerest form of flattery. Imitating another company signifies that your company is a follower, not a leader.
• Distinction – Your logo should be memorable. It shouldn’t be distasteful or outlandish. It should, instead, build impact through a clear and functional design.
• Taste – While your logo should be memorable, it should also be aesthetically pleasing.
• Marketability – The logo should be readily adaptable for use in advertising, public relations, and sales promotions. It should serve as the symbol that consolidates the entire company.
Although you should keep these rules in mind when developing your logo, remember that any commercial symbol that doesn’t get its message across in a few seconds has failed what is was supposed to do – communicate the company’s line of business and how it regards itself in the marketplace.
Consider how you would like the public to perceive your organisation before you proceed with the design of the logo. Do you want your company perceived as conservative? Brash, with a tremendous amount of creative energy? Luxurious and quality-oriented? On the cutting-edge of the industry? These are questions you need to answer after you’ve researched the industry and the competition.
Once you know what type of impression you want to create in the market, you need to convey that in a design. Almost invariably, the simpler the design, the longer viewers will remember it. That applies to typeface, color and shape. You want an eye-catching, easily understood design.
Choose a typeface that represents the identity you want to project. There are conservative, bold, modern, and classic typefaces. Companies will often develop their own typeface and trademark it. The idea is to match a typeface with the character of the business.
Color is generally used to express a mood. Bright colors are used for companies selling fun products, dark colors are more conservative and serious, and neutrals project a warm, caring mood. Again, your use of color should be tied to the message you are trying to convey.
Many financial services companies use darker colors with a contrasting neutral color. Their intention is to convey a conservative image. On the other hand, toy companies will often use bright colors set against a neutral background in their logos.
Shape, of course, refers to the basic form of the logo. Will it be circular? Square? Rectangular? Triangular? You need to decide how your company will best be perceived through the various shapes you have to choose from.

 

Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au. 

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