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The Secret Ingredients for the `Right` Company Logo

By Renée Biancolin

Selecting the Logo Concept
When choosing an image, you can either choose a literal image that is related to your business, for example a house image for a real estate company, or a more abstract image that represents your company`s philosophy.  If your company isn`t easily associated with a literal image, or encompasses many different areas of business, it is better to go with an abstract, more generic image that will convey the overall “feel” of your company. An example of a more abstract image might be a pyramid, which could convey a stable, trustworthy organization that has been in business for a number of years.  For a company with a more high-tech feel, you might choose to add dynamic lines or orbits to your logo design.  Finally, when selecting your logo concept, you should keep in mind that you want your logo design brand to last a number of years before a re-design, so it`s better to go with a classic, timeless image that won`t be easily outdated.  


When selecting the shape, you should consider how your company wishes to appear--conservative and stable or more cutting-edge and unique. For a stable and more conservative company, a block shape would be appropriate, for a more cutting-edge progressive look, try using unusual shapes with a more unique image.


Keep in mind, when selecting colors for your logo, that your color scheme should be appropriate for your company. It is also useful to use pantone colors -universal colors which are used by professional print shops. Colors often have a profound impact on viewers and have different effects depending on the context and other colors used.  Red and orange are bold, energetic colors, however red can also signify danger. Blues can be relaxing and pleasant or more conservative depending on the hue, just as yellow can be both warm and bright or jarring and irritating. If you are creating a logo design for a nursing home or a hospital for example, you would want to stay away from bright reds and yellows and pick more neutral colours. Keep in mind the image and personality of your company. Do you want your company to portray a professional image? Try using black, silver, and other dark colors. Do you want your company to come across and fun, dynamic, and funky? If so, try using bright and vibrant colors like fuschia and orange. Be creative.

To summarize, a professional, high quality logo design should:
·         Be distinctive and unique in style, shape, or color
·         Leave a strong and memorable impression; easily recognizable image or shape from a distance
·         Be stylistically up-to-date and timeless; classic enough to last at least 5-10 years before needing a re-design
·         Clearly convey the message you are trying to express about your company Important Points To Consider When Designing Your Logo
·         Reproduction costs: The more detailed and colorful the logo design, the more difficult and expensive to reproduce ·         The size: The perfect logo design will look great on a sign board as well as on a business card or a pen.
·         There are logo design companies by the dozen. Take your time, research different companies and designers and compare packages in order to select a logo design company that is well-suited to your needs.
·         Check your competition. What designs, graphics, and colors do they use? Remember that you need to be able to compete with them and offer a company image that is just as impressive, if not more so.
·         Trademark your logo. If your logo is trademarked, this prevents competitors and third parties from using it without your permission A logo is essentially at the heart of corporate identity. It is the face of an organization.  The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it stylish. Make it elegant. Make an impact. Renée Biancolin is the Marketing Director and Public Relations Manager of Logobee Inc., a logo design firm that designs high quality logos and corporate identity design for businesses worldwide. Logobee offers complete customer satisfaction and a variety of packages that include business card, brochure, and stationary design. To view our logo design samples and gallery, please visit our website at or call us toll-free at 1-888-905-6462.

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