Considerations in Logo Design
Anyone who has spent time around small children knows the importance of a logo. Even before children can read words they can “read” a logo — even a text-only logo, such as Cola-Cola’s.
Recognizing the importance of a logo as part of your brand identity is just the beginning. What constitutes a good logo?
A good logo is practical. Most logos are no longer hand-drawn; they’re created using a software program. The best logos are created using “vector” software, allowing the logo to be infinitely scaleable. Such logos can be reproduced equally well on all media and at any size.
A good logo looks good in black & white or a single color. Logos should be structurally sound, using color as an embellishment, not the primary feature. Logos appear in black and white on faxes, on photocopies, in newspapers, on invoices, etc. There are also occasions for reproducing a logo in one color, for example an ad, in which all the sponsors’ logos appear in the same color, or a promotional item for which paying for multiple colors is prohibitively expensive.
A good logo is simple. Have you noticed the tiny logo that appears in the address bar (to the left of “http”) for some websites? These mini-logos are called “fav icons”. Many companies scale down their logos (or a recognizable part of their logo) into this space and they can do so because their logo is visually simple enough to still be recognizable that small.
A good logo is yours. It may be tempting to use an image from the ’net, add your company name and call it a logo. If you copied the image to your computer, it’s not yours to use. If you paid to download a stock image, read the license agreement. Generally, images are “licensed” not “sold” and the owner of the image restricts its use to non-logo usage.
A good logo reflects the business it represents. Different industries — and different companies within those industries — have their own “personalities”. The company’s personality can stem from many factors such as the influence of the owner or founder, a real or fictitious spokesperson, the corporate culture, or the niche market the company serves.