It is critical that your logo design be in a format that you can use for all purposes. You need a design that can be used for business cards, letterhead, promotional items such as mugs, outdoor signs and the Internet. Most corporate logos are created by an application called Adobe Illustrator. This electronic format, referred to as vector artwork, draws your design with mathematical outlines and objects. This format allows the design to be resized to any size and still look great. Look at the graphic below. Notice how the design looks the same regardless of the size. It is highly recommended that your artwork be in this format.
The design looks the same regardless of size
Wrong: This is what can happen if your design is created in a cheaper drawing application. See how the image deteriorates significantly when it is resized. This is what you do not want.
Fact #2: Avoid having a highly complex design as your firm’s 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 (see image at right). 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.
Complex or over-the-top designs can mean high printing costs. A decision to have a highly complex logo for your firm 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.
Fact #3: Try to keep the number of people who are involved in deciding upon your logo design as small as possible. Having multiple people giving multiple directions can significantly complicate the design process. If at all possible, try to limit the number of people directly involved decision to three. A “committee” type approval process could cause a stalemate in deciding upon a design. Logo Design 99 can only accept orders when the number of people involved in approving the design is three or less. If any more are involved it becomes very hard to finalize a design.
Fact #4: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.