LOGO DESIGN TIPS

1. Simplicity = recognition
A simple design is best for a logo, most importantly, because it is easy for your customers to remember and recognize. Recall the classics of graphic design: the Nike Swoosh, the Golden Arches of McDonalds, and the Target bullseye. These graphics can be recognized at a glance, providing customers with a no-brainer when they glance at the retail shelves or drive by a shopping plaza. Also, remember you may want to use your logo on materials other than business cards and a storefront sign. A complex logo may look appealing in a brochure or letterhead but shrink that graphic down to fit in a 1/16" page newspaper ad and you will lose all of the detail you loved about it.

2. The Three-Colors Rule
As you could recognize the graphics of McDonalds, Nike, and Target, you can also probably remember the colors of UPS and, again, McDonalds. These color choices were not by chance. Consumers expect different personalities from different types of businesses and color choice can go a long way in projecting this personality. In summary, blues and greens are cool colors representing independence and forward-thinking - may be a good choice for a travel consultant or smoothie-cafe; red is a power and passion, demanding attention - might work for a dating service; orange is "today's red" drawing the consumers eye without the harsh overpowering association red has come to take on; yellow is joyful/cheerful... and the list goes on to include every shade in between. But beware: choose more than three colors and consumers don't know what colors you're associated with.

3. Try it in Greyscale
Have your designer show you the logo in greyscale since you may have products or advertisers that will not be able to use the color version. For instance, some ad designs may be more cost efficient in black and white, or you may want to print your logo on promo pens, or coffee mugs in black and white.

4. Identify Your Competitors
This is a simple one: make a list of your top 5-10 competitors and their logos.

5. Identify Your strengths
Now that you've identified your competitors, it's time to list what benefits you provide to your customer over your competitors... use detailed descriptions such as: "committed to prompt service" or "provide reliable products at affordable pricing." Once this list is complete, circle the 3-5 adjectives that you want people to remember about your business. In other words, if you could describe your business in only 3 words, what would they be?