Design Tips - Choosing Your Logo When selecting your logo keep these concepts in mind: · Readability · Memorability · Uniqueness · Appropriateness to the business in question · Conveyance of professionalism and stability of the business · Successful conveyance of the logo in any size and any medium KEEP IT SIMPLE A simple logo, one that is not too busy, complex or intricate, is a prized quality of a logo. Before you settle on a design, ask your designer to show you a sample of the logo reduced to a small size. Complicated symbols or imagery will lose integrity when reduced in size. A good rule of thumb is that if the logo works well in a business card size, it will scale up nicely to other sizes. Also, keep in mind-if your company's name is removed from the logo, does it still convey your presence? Simple and original are keys to successfully branding your company's identity-like companies such as Nike, Billibong, QuikSilver, Pesi, Coca Cola, etc. BLACK AND WHITE A solid logo will retain impact and power in black and white. Logos that contain gradients, drop-shadows, bevels will often lose much in the black and white test. Ask your designer to create a black and white (*not* grayscale - shades of gray) version of a proposed logo. Think about how this logo will transmit over fax, on company checks, in the newspaper or phone book, on photocopied documents etc. If the logo passes this test you can feel confident that the logo's integrity is good and will meet future, and sometimes unforeseen, applications. I suggest that initial stages of the design process be done solely in black and white. After a logo has been decided, move on to color. This approach focuses in giving attention to each aspect of the logo! THE COST OF COLOR The more colors you have in your logo - the more costly it will be to print. Each additional color will add cost to each application (i.e. business cards, T-shirts, embroidery, or other promotional items)of the logo. Make sure you can afford your logo! FONTS! The use of typeface is critical element of your logo design. It is every bit as important as your logo imagery. Keep an eye out for legibility. PRINT IT OUT When your designer submits logos to you - print them out and examine them on paper. It is likely that the quality of the printed logo will be poor since the file may not be set up for print so ignore the jagged lines. The point of this exercise is simply to view the logo in another medium. Pin it up on a wall and look at it from a few paces back. Look at the image in a mirror. Looking at your logo on paper will help you see it fresh and help you pinpoint areas requiring change. CLIPART Some designers incorporate clipart directly into logos and combine it with a fancy font! In some cases this works. But, do you OWN the clipart incorporated into your logo? Truthfully, we don't know. It doesn't seem possible that you have sole ownership that's for sure. It is possible that another logo may contain the exact same artwork! A good designer will only use clipart for reference material, to get ideas for shape, style and other conceptual elements - a starting point, sort of speak. These designers will deliver original artwork designed specifically for you! You may want to ask your designer about the origins of any illustrations in your logo. We hope these few tips may help you choose the type of logo or even a designer you need.