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Building An Identity: Logo Creation

Author: Kristi Woods

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Article Link: http://www.mineeds.com/Frederick/SmartMarket-Group/Articles/Building-an-Identity

Tags: designing a logo , logos , logo creation , starting a business , brand management , branding , creating a brand , designing logo , design , making a logo

You're all excited about your new venture. You wrote up your business plan, got financial backing, picked out a trade name, filed the appropriate legal paperwork (with or without the aid of an attorney), and got back your tax ID numbers. You are for REAL--You just gave birth to your new baby and now you want to tell the world about it, such a proud Poppa (Momma)....

SO NOW WHAT?

Unfortunately, there are still some pretty critical pieces to the puzzle that need to be thought through when you are finally ready for the rubber to hit the road. Most important in getting started, is your logo. Everything begins with(and should include) the logo--it is what you hope will become widely recognized and respected, telling your story. It is going to be on your business card, your website, and even on the tag in your Fruit of the Looms (for some of us) - Important stuff! Good logos either draw the observer in to learn more or clearly convey a meaning without much analysis. You will be married to this logo for a good bit of time, so choose (and design!) wisely.

Important note: It can be really (REALLY!) tempting to call up a friend or relative that you think is a "good artist" and ask them for help in getting you off the ground with a logo. Why not? They might be just as excited about your new venture, they draw great Ligers with their trusty Crayolas, and we all know they sure come CHEAP (or so you think)! I can't begin to tell you how many clients have come to me at the end of their rope for this very reason. They really thought that was the right way to go, to help spread out some of the emotional ownership and excitement of their new company by including artistically inclined folks from their camp in the process. But it can be a surprisingly frustrating, time-consuming task, and if someone has never created logos before, and are not students of the design game it can backfire horribly. Artistic ability and business acumen need to meet in the middle in this realm, and that takes a special kind of designer. So my advice, choose to KEEP your friends and family--outsource that logo!

If you still think you want to take a crack at it, be sure to read my simple points of advice to you, brave DIY logo maker. And hey, if it turns out great and your cousin Sally is the big hero, let me know. I love to be proven wrong. It’s good for my soul.

1-Design Elements: Keep the parts of your logo design simple and visually clear. Avoid excessive effects, shading, super thin lines or complications. Look at your design critically, and be sure to show it to others as you truck along for perspective. You might see a picturesque silo. They might see something X rated. Keep it intentionally conservative for best results (unless your business is going the other way, which is fun too).

2-Copy: Again, simple is best. If your company name is "Miller, Smith, Bob, Barker, & Associates" do everyone a favor and use MSBB&A in your logo. Do not put long tag lines or slogans in your logo. On most marketing mediums there will be a place to add that when appropriate (like on a sheet of letterhead, you can include it at the bottom or some or other strategic place).

3-Color Scheme: Too many colors in a logo can make it look unprofessional, and visually cluttered. Stick with two colors - three at most. Be sure to avoid already known color combinations (such as NFL team color schemes, or common brand color schemes if you are entering a competitive marketplace). Fewer is better....Unless you are selling rainbows. In that case throw in a unicorn and some glitter and call it a day.

4-Font Choice: There is major psychology in choosing fonts. That sounds really nerdy, but it is true. For example, the font in the Wendy's logo is an old fashioned typeface. They sell "old-fashioned" burgers. It fits. Twitter's font face is kind of funky and progressive. And so is Twitter. Most bank fonts are very traditional, squared and solid looking (oh, the irony). Businesses that use calligraphic or script fonts are usually intended to be chick magnets, and are not selling Steelers jerseys and can koozies. I think you get what I mean. Choose three to five that you like and play with them by adding bold effects, italics, and spacing. The possibilities are literally endless. Whatever path you choose for font, be sure to choose a font that is easy to read! That is the most important thing. And please, only one font per logo. Any more than that will give readers a headache.

5-Practicality: This is by far THE most often overlooked principle in logo design. Your logo is going to not only be used on your website, print ads, letterhead, business cards, on the side of a bus, etc., but will also be finding itself on embroidered apparel, silkscreen presses, and promotional items (like pens, mini sunscreen bottles, key chains and more). The more complicated the logo (think: shading, effects, thin lines) the more expensive all of these practical interpretations of the logo become.

Tips:

-Be sure to ask your designer about providing a family of logos once the final design is achieved and agreed upon. Consider getting one in a single color, one in black and white, one grayscale, one vertically oriented, and one horizontally oriented.

-Be SURE that your design agreement specifically releases all original design files for your logo to you--back them up and keep them in triplicate. I can assure you that I have seen many times where an advertising agency will "hold a logo hostage" after a falling out or dissolution of a working relationship. This also happens when companies go out of business--your logo files go bye-bye. It is not always the easiest (nor cheapest) exercise to rebuild a logo from scratch. Protect your investment.

-Don't let a flaky designer tell you what you want! You are going to be the one married to this thing for the rest of your life (if you are lucky and your business thrives). Last thing you need is spending eternity hating the logo that stares you in the face every day you open up the shop, turn on your computer or unlock your register. Spend the time and the resources to get it right from the start. It can be really tempting to sketch up a quick logo and run out and get business cards printed. Patience is key in this exercise.

And one final piece of advice... AVOID changing your logo like you change your underwear! The only time you should do so is if you are sued, you change your company name, or you are reinventing/rebranding your company altogether. Do not do it because you saw a font you really liked and want it, or you decide your new hair color clashes with your purple logo, ...or it is a Tuesday. Good luck!

Above article is intellectual property of SmartMarket Group - No unauthorized use without express written consent of the author - All rights reserved.

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Building An Identity: Logo Creation

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