Very often, a company name and logo can become one of its most precious and visible assets. Here are some factors to keep in mind when creating a logo:
1. Avoid complex design for your logo.
Your logo will most likely be used for many purposes: business cards and letterhead, outdoor designs, the Internet and promotional items such as T-shirts and mugs. The logo has to look good when resized to fit on a small 2″x 3.5″ business card. If the design is complex a lot of detail will be lost when the logo is shrunk to fit on the card and people might not be able to make out the design. Elaborate designs can be difficult and expensive to put on T-shirts and mugs.
2. Complex or over-the-top designs can mean high printing costs.
A decision to have a highly complex logo for your business can come back to haunt you. This doesn’t mean that your logo has to be simple (and boring) for it to work. An elegant logo can enhance your firm’s professional image. The trick is to find the right balance between design and functionality, where you have a great design that you can use for all purposes.
3. Try to limit the number of colors in the logo:
The reason should be fairly obvious. You want to keep printing costs down and you can best achieve this by limiting the colors in the logo.
4. How you plan to use your design… a major factor.
Think about how you are going to use the logo and build the design to meet your specific needs. If you are going to use it primarily in faxes then you need a sharp one-color design with no gradients so that the design will look good when faxes.
On the other hand, if your logo is only going to be used in the Internet then you have tremendous artistic freedom for the complexity and the number of colors in the design, as printing costs will not be a factor.
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