LogosThe distilled essence of an impression

Logos are a visual image or image combined with text that is used to identify a company or organization.

Sometimes logos are a stylized version of the company name (FedEx, Walt Disney) or product name (Coca Cola, Google). Other times the logo is a separate icon combined with the company/organization name (Nike with the swoosh, Starbucks with the mermaid icon, Dove with a dove, NBC with the peacock, Target with the bullseye). In the latter design approach the icon can appear by itself, without the accompanying business name. Apple Computers routinely deploys their standalone apple without the company name.

The best logos are simple to look at – but that doesn’t mean they were easy to create. (Large companies spend millions on logo design because a well-designed logo packs so much punch.)

Logos should be simple because they need to be as clearly legible/viewable in very small sizes (logo printed on a pen) as they are at larger sizes (logo on business card or a stadium wall). Logos with detailed or complicated visual elements lose legibility at smaller sizes.

Simplicity also equals versatility which is important when it comes to logos because logos are used in a wide range of spaces with widely varying requirements. Logos should be designed to be usable in both vertical or horizontal spaces and layouts.

Logos should be initially designed in black and white to ensure they are usable in situations where color isn’t an option. Color(s) should then be chosen for the logo and should enhance the design but the logo’s design should not be dependent on colors.

Contact Prime Business Solutions if you need help with logo design.