Helpful hints
Here you will find tips on how a logo should work as well as
the do’s and don’ts of branding.
Why is it important to use a logo?
It is important to use a logo because it gives instant brand recognition whilst adding visual appeal to your documents or web page. Your logo, when professionally designed is a unique image and as such your clients’ eyes will be drawn to it on all of your promotional material.
Why should your logo be compatible with your image?
If you are in the Financial Services sector, you will probably want a logo that is more conservative in design and colour. Navy blue or maroon are good colour choices to project a conservative image. However, if you are an artist or a hi-tech computer company, you may require a logo that is contemporary. Shapes and symbols are good choices. You may even consider simply using black and white to give a contemporary look and feel.
Should the design of your logo be simple?
Ideally your logo should be simple because potential clients will process an image in their mind much quicker than words alone. Another reason is that the simpler your logo is, the easier it will be for us to resize and re-colour it for various design and print purposes. A good idea is to have a web and a print version as well as a black-and-white and colour version too.
Should your logo be unique?
Your logo should be unique for two reasons: Firstly, you want your clients to get a good initial impression of your business. When they see your logo, you want them to immediately associate that logo with your business. You should avoid using clip art because unlike a professionally designed logo, they are not unique, therefore it could possibly be mistaken for one of your competitors. Secondly, using a common typeface undermines the purpose of having a logo, and can also have a negative effect. If your logo is unique and easy to read, clients will associate it with your company and give strong brand name recognition.
What about using white space?
White space is a term that describes open space between design elements. It can be between letters, words or text. It is
useful for guiding the reader’s eye from one point to another. It is also an important layout technique often overlooked
by an inexperienced designer. For a design to be visually appealing it must also be easy on the eye. Without enough
white space, text would be hard to read, graphics would lose their emphasis, and there would be no balance between
the elements on a page.