What Makes a Good Logo?

What is a logo?

A logo is a design, graphical representation, image or
symbol that represents a business or organization. Logos
were initially used to distinguish and differentiate
products, the logos assisted purchasers in finding the
product they prefer or have come to trust (or not trust).
When product selections were limited and items were marked
with a logo which a consumer was familiar they would
naturally assume a certain level of quality or value, even
if they had not previously used that specific product from
that vendor. Now many companies not only have a corporate
logo, but they have a logo to represent each of their
products or product lines.

The company or product logo typically appears on all
printed media or websites that are associated with the
company or product. The logo appears in all marketing
material and media.

A logo is really more than just a graphic, a logo design is
part of a larger marketing concept. Marketers take specific
care when selecting a logo, and they give a lot of thought
about what they want their customers to identify with the
company or product logo.

Some logos are designed around color. Studies have been
conducted about the psychology of color and how different
colors evoke different emotions. Green is used to imply
wealth or expense, a marketer might use a green logo to
imply an increase in perceived value. Blue on the other
hand has a calming and soothing effect. Multiple colors can
be used to accent and highlight specific parts of the logo.
Accented and highlighted colors should be contrasting and
complimentary.

Regardless of what colors you select, be sure that you use
standard pantone colors and websafe colors. Also make sure
these colors can be easily reproduced in print mediums.

Logos should be simple, and not overly elaborate or
complex. Newer businesses and technology companies should
have modern logos, while long standing businesses may want
to use a logo that emphasizes their business experience.
That does not mean that an older business cannot freshen or
enhance an older logo, they may just want to retain certain
qualities so their logo is still recognizable. Rarely do
business depart drastically from an established logo. For
this reason businesses should select a logo that has
longevity. Once you establish and build a strong corporate
image, you will want to retain it.

Logos should be designed so that they scale easily and can
be used in a variety of mediums: letterhead, t-shirts, and
more. Always keep in mind that logos are part of a larger
marketing concept. Promotional materials will require
consistency to reinforce the company or product image.

Taglines incorporated into the logo help reinforce the
underlying message in a logo and can be an easy addition.
Countless memorable marketing campaigns over the years have
associated slogans with a logo to hit a message home.

While logos sound complex, in truth it has never been
easier to locate a logo. Professional graphic artists are
abundant on the web, and can be contracted to create a
custom logo, or business owners can scroll through
thousands of logos in logo directories.

Logo Directories:

Logo Search - http://www.logo-search.com/

Logo Maid - http://www.logomaid.com/

LogoWorks - http://www.logoworks.com/

Logos are the building blocks of a company or product
identity. Be sure to take the time to find a logo that
reflects the values that you, as a business owner, want
associated with your business. Find a logo that is more
than just a graphic.

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About the Author:
Sharon Housley manages marketing for FeedForAll
http://www.feedforall.com software for creating, editing,
publishing RSS feeds and podcasts. In addition Sharon
manages marketing for RecordForAll
http://www.recordforall.com audio recording and editing
software.