(PART II)

Finally, a decent and workable logo is one that is usable, practical and promises a long shelf life. So what are those design benchmarks, which all good logos conform to?

Let your corporate logo design be original and unique. Do not copy somebody else’s design and pass it off as your own. If you do, you’re the impression that consumers would have of your company would suffer in the long run. Besides, how would you stand apart from your competitors without a unique logo design?

While business logo designs generally seem to follow trends that change every few years, you must strike a fine balance between a trendy design and a timeless one. This will ensure that your logo has long shelf life.

Ensure that your logo design is gimmick free by staying away from special effects, filters bevels, lens flares, drop shadows and other such stylistic devices. These are detrimental to the integrity of your corporate logo design. Your logo design should be clean and simple in order for it to be adaptable across a wide range of communication media.

Your logo is like Plaster of Paris. It’s everywhere – tenaciously finding its way across all platforms of communication. Precisely why it could do without all those stylistic niceties. First and foremost your business logo design has to be adaptable. Style here is always subservient to adaptability and workability. Those are words you would want to keep in mind as you also design a quality black and white version of your logo that is reproducible in Halftone Greyscale and a linear version that only allows for low-resolution Black & White reproduction.

Whether your logo is only text or symbol or a combination of both it must allow for scalability. For example, you could either print your logo big or in the size of a postage stamp. Here simpler logos score over fancy ones in that when scaled down from their original size they are more viewable from a distance. Also, scrawny, sickly text will really lose out on visibility when read at half an inch size.

The right choice of colour is also very important to corporate logo design. For instance Navy blue, maroon, and dark teal project a conservative image while black and white five a more contemporary feel and look. Most business logo designs will use only a single colour or at the most two colours to make it easy for the consumer to attach a particular emotion with a particular colour. Using more than two colours is risky, as they tend to blend together when the logo is printed small. Also, unless the contrast between the two colours in the logo is really stark the logo will be a grey mess if used in black and white.

Your logo must also have an appropriate Aspect Ratio and Footprint. The relationship between a logo’s height and width is called its “Aspect Ratio”. A logo that is too tall or too wide is visually unappealing and emotionally uninteresting and does not fit in with other artwork. A “square-ish” logo seems to be best as it allows for maximum adaptability when used in conjunction with other artwork. The amount of physical space that is required to place the logo on any page is referred to as its “footprint”. If the logo’s design elements ‘poke’ outside its footprint this will affect the size in which the design can be used as well as the visual impact of the same.

Thinking of designing the logo for your company. Well, now you know what to do.

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