9 tips for achieving logo nirvana

As you well know, a logo serves as the personality and opening statement made to the public. Some widely recognized logos include the bull’s eye for Target, swoosh for Nike and the Apple for Apple computers. All are memorable as the symbol of the company they represent and their brand promises. We don’t even have to see a written description or company name.
It is important to realize the power of a unique and effective logo and what it can accomplish for an organization’s identity. Here are some tips for creating logos that are just as impressive as those mentioned.

#1: Express the Organizations Personality
A logo cannot sing and dance, but it can express the personality, purpose and promise of an organization. In fact, it is vital for a potential customer to learn something about the organization just by looking at its logo. It can also provide a clear and consistent image of the company. Even the colors that make up a logo are an important component in helping to accomplish this goal. Blue, for example, communicates trust.

#2: Pop Goes the Logo!
The most effective logos come alive and jump off the page or wherever they are displayed. Make sure a logo is bold, memorable and pops. Ensure that the design makes sense for the business and don’t be afraid to test it with existing and/or potential customers to get their feedback. What you think works might not resonate with your customers.

#3: Keep It Simple
A logo’s design should be simple and clean. Attempting to do too much with a logo will only confuse the target audience and blur the message. A confusing logo is forgettable and useless. Sometimes less is more.

#4: Make Sure the Logo Is Flexible
A logo must work well across all channels, as it can be displayed in numerous places online and in print. Legibility is key, and a logo should work in both black and white and color, as it may be on documents that will be faxed or photocopies. A logo that cannot be viewed clearly is not effective. Keep in mind that a logo may be viewed on a small object like a business card or on a larger item, such as a presentation folder.

#5: Make a Statement
Many logos also include a tagline, which is a statement of the products or services you proved and separates your organization from others. Some well-known taglines include Subway’s “Eat Fresh” or Nike’s “Just Do It.” Like the design of the logo, a tagline should be short and to the point, but memorable. As you design your logo, or help your clients develop theirs, incorporating a tagline can be an effective marketing took and it is one best developed in conjunction with the logo.

#6: Research a Logo
While your logo might symbolize something positive in the United States, it might stand for something entirely different in other cultures. Research the meaning behind your logo before you finalize it, as it may convey a negative message to those from other cultures. Many organizations do business with individuals and organizations from other countries and cultures, which makes it vital to create an internationally friendly logo. And of course, make sure another organization is not using the same or a similar logo design, especially if they are a competitor.

#7: Use It!
Now that you have a logo, it is time to use it everywhere, both online and in print. Put it on all of your marketing materials, including business cards, letterhead and even envelopes. Include it in your e-mail signature, on your Web site and use it in all correspondence to reinforce your company and encourage repeat customers and referrals. Once you have a solid logo that makes an impact, it should be synonymous with your company name.

#8: Protect Your Logo
If it’s your own logo, give clear, specific guidelines to anyone who will be working with your logo and insist on approvals for any use of it. Be clear as to how the logo should be used, in what form and on what media. Let them know not to distort the mark and ensure they use enough clear space. If it is used incorrectly, fix it immediately. Advise your clients to do the same. Your logo is the symbol of your company and it needs to be consistent.

#9: Be Consistent
A logo is not something that should change regularly. It takes a lot of work to come up with a logo and it takes an even greater amount of time for customers and prospects to remember it and associate it with your brand. Changing a logo regularly will confuse your target market and cause more harm than good. Spend the time to develop a stellar logo and associated tagline now to reap the benefits in the future.

Article by: MELISSA CROWE
Reprinted from: Advantages April 2007