Creating a Logo That Works

Creating a Logo That Works

Everyone, in this day and age of communication, understands the importance of an easily recognixable and memorable company logo. Unfortunately not everyone knows the necessary steps to creating one. In its simplest form a logo needs to represent the image a company wants to project ot the viewer. Years back when most people were illiterate, a shoemaker would hang a sign with a boot on it or a blacksmith would have an anvil on his. Today, weve all become a bit more sophisticated. This means our imagery has to project an image as well as a depiction of your products or services.

That image needs to be driven by the target audience you are trying to reach. Too often an icon is created which may look attractive, yet has no relevance to a potential customer. Confusing them is not a good thing.

Remember that your logo is not going to be seen as an isolated graphic. It will mostly be competing for attention in a much cluttered environment. As an advertising agency, we always look at the overall marketing perception we are translating into the design, message and colors of logos we design. Speaking of which, look at your logo design as it will appear across many applications—Does your logo look as good on a truck, a golf shirt, an ad as it does on your letterhead. We always present new logos in as many applications as we know our clients will be using.

Think for a minute about some of the most memorable logos that come to you. What makes them unique? Then try to emulate those factors into your logo.