To keep our ducks lined up in a nice, orderly row, we’re going to start the logo design process with a little logo dissection. It takes an understanding of the parts to gain the most benefit from the whole.
Don’t worry if you’re squeamish… logo design isn’t exactly a “guts and gore” industry, unless you have the “guts” to create a uniquely “gore”geous logo. (Groan if you must. I never claimed to be a comedian.)
There are three main parts to your typical logo – the symbol (or icon), the wordmark (or company name) and the tagline (or slogan). These are illustrated in the design I created, below, for Cyan Technology, Inc.:
A great logo design can be broken down into its separate components, and still remain recognizable.
In addition, your logo should be flexible enough to fit a variety of settings and venues – everything from a website banner, to a store sign, to a business card, to letterhead, to embroidery. And it needs to work just as well in black and white as it does in full color.
The level of flexibility will vary from company to company, but understand that each of these requires a different format. A vertical logo may not fit so well into a horizontal website header. And a complex logo may get muddled when converted for a fax cover sheet. Moral of this topic: plan ahead.
DMT Challenge of the Week
Have a logo already? Break it down into its components. First check to see whether they correlate. Does each element give a consistent impression of your company when looked at individually, or are they sending mixed messages about your business? Now determine whether they are unique enough on their own to create a strong brand for your company. Go ahead – try it!
Bonus Resource: Check out this fantastic online file from Cornell University about “Creating a Logo”.
Don’t have a logo yet? I happen to know a really great design firm that could help…
Next Week: Time for DMT Artistry to make a final decision on business colors!
Dawn M. Tomczyk-Bhajan | DMT Artistry, LLC | www.DMTArtistry.com
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