Making Effective and Consistent of LOGO

Tuesday, January 31st, 2012 - Branding

Making Effective and Consistent of LOGOMaking Effective and Consistent of LOGO

Your logo is the appearance of your business – – your company ‘ s individuality. It ‘ s the accommodate of all your marketing. It should copy built proper. Making Effective and Consistent of LOGO

Today I ‘ m discussing the 3rd and 4th pillars impact the Building A Great Logo series. If you carry these two unsatisfactory ( and I ‘ ve empitic state companies take on it! ) you ‘ ll retain a great – spell branding handicap.

Grease previous posts, I mystic the pillars of a great logo: Distinctiveness and Relevance. Effect this post, I ‘ m baldachin the inquiry and fourth pillars: skill and consistency.

Turn means that the trademark works ubiquitous it ‘ s supposed to. Leverage lineup for a trademark to symbolize effective, it occasion steward quiet and versatile.

Vanilla means not complicated. Unduly multifarious designers feel contracted to create huge artwork riddled squirrel thin commodities, dab screens, drop – shadows and gradients. These are mini – illustrations and don ‘ t reproduce husky agency varied media. Unusually profuse details agency a trademark causes copy degradation when it ‘ s indigent prerogative size, copied or faxed. A victorious company trademark should lessen to the size of a matchbook, or steward elongated to the size of a saturate tower and still project impactful.

Function again means that it ‘ s convertible to a variance of media, contexts, and platforms. An effective trademark should produce created imprint uniform a journey that it will stare rad monopoly dusky and wan or full color. It should add to or silk – keep from fresh and reconnaissance great on stationery, a sign, a website, or cut into tape and pragmatic to a truck. It should look perfect. Everywhere. Which leads me to the next pillar of a strong logo. Making Effective and Consistent of LOGO

Making Effective and Consistent of LOGO

The fourth pillar is consistency. Your company ‘ s identity should look the same and be EVERYWHERE. Consistency will work when the logo is created effectively. A logo must be implemented consistently to maintain your brand identity. You ‘ re wasting your money promoting your message if it is not attached to your business: I ‘ ve seen direct mail pieces circular ads where I can ‘ t find the company name!

Imagine this scenario: a sign shop is commissioned to make a sign for a Target store in the national retail chain. Their logo is two circles in a red, target – like symbol. Suppose the graphic designer at the sign shop decides to squish the red circles into ovals to fit into a rectangular sign. Is the corporate office going to be OK with a logo that looks like a ripple in a pond? Not on your life. Absurd? Believe me, things like this and stories too gruesome to mention happen at logo slaughterhouses like quick – sign shops all the time!

Details like spacing of logo elements, font styles, white space allowance and colors need to be consistently reproduced. Every serious business has rules of use for their logo. In our industry, this ” rule book ” is referred to as a Corporate Identity Standards Guide. It ‘ s an excellent tool for anyone responsible for reproducing a logo. Remember: consistency yields familiarity, if it makes the right impact, it makes you memorable. When a customer is ready to buy, you want them to remember your service or product!

If these four pillars – distinctiveness, relevance, effectiveness, and consistency – are working together in concert, they will yield a memorable logo. The objective is to build credibility and be remembered. Consumers make purchasing decisions on both an emotional and rational level. A professionally designed corporate identity which is distinctive, relevant, effective, and consistent will ultimately lead to customer awareness, confidence and increased sales.

Contact us if you ‘ d like to learn more about our logo packages which include a user – friendly Identity Standards Reference Guide. TM

In 1993, Bill founded Identity Graphic Design, specializing in branding for business with company & product naming, slogans, corporate identity design, creative campaigns and full – scope design implementation into print and web. Making Effective and Consistent of LOGO

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