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Corporate Logo Design Tips

Businesses often choose to use a corporate logo design so their company name will stick in their customer’s heads. Large and small businesses need to create visual stimulation in potential customers. When someone thinks “I need a widget,” the Widget Corporation wants their logo to immediately be associated with the need for widgets. The Widget Corporation uses their logo for brand name recognition.

Other logos are used to visually demonstrate how a product or service can help fulfill a need. Day care centers, for example, often use simple pictures of children learning or playing in order to communicate the type of service provided. Everyone wants happy children and the logos demonstrate that customers will be happy at their business.

Text Logos

Text corporate logo designs contain words, usually in color and in a font or style that is either shocking or stunning. If you are trying to convey strength and power, you should choose a thick font. Slanted or italicized fonts usually express movement of some sort. Elegance and style is communicated best with a script font. Stay away from logos that are difficult to read, colors that do not properly convey what your business is (such as red for a wedding planner) or have too many features. It is best to avoid script, bold, italicized fonts.

Picture Logos

There are many businesses that use pictures, usually abstract or plain, to produce brand recognition. These picture logos may or may not have a direct link to their product. Think of the Nike swoosh. The MSN butterfly. “The Colonel” from Kentucky Fried Chicken. These vaguely linked picture logos are best left to the biggest of the big businesses.

Small businesses should choose very simple, straightforward picture logos that do relate to the company in some way. Bookstore logos should include books, restaurant logos should include food or someone eating, and auto mechanics should include tools or vehicles being fixed. Look for a corporate logo design with few details – the simpler the logo, the easier it is to shrink or enlarge when used for various purposes, such as signs, brochures, and letterheads.

Mixed Picture and Text Logos

Coca-Cola’s logo includes both their product name and a picture of a soda bottle. AT&T’s logo includes a blue sphere in addition to their name. Your corporate logo design may contain an image of your product, the service you provide, or the feeling it conveys in addition to the name and even a word or two about what you do. This is referred to as a mixed picture and text logo.

Hewlett-Packard’s corporate logo design includes their motto – Invent. Keep it simple, though. The motto you select should not be more than two or three words and you should only use it if your company name is short.

Keep it Simple

Keeping it simple is the most important rule to follow when designing a corporate logo. It is also the most often broken rule of logo design. Think of all the logos you know; chances are you are thinking of very simple images.

If you are going to drop a shadow behind the text, remember that is part of the graphic design, not the text. Limit the number of graphic elements of your logo to three and your colors to four, including black. Your design should be scalable, especially if you plan on using it for signs of any sort. And, keep in mind, clip art does not blow up well. Therefore, it should be avoided.

Choosing Color

When looking for colors for your corporate logo design, keep the following in mind:

• Red usually translates into power, aggression and leadership.
• Pink is used to convey romance, love and femininity.
• Orange can bring about feelings of childhood fun.
• Gold tends to reflect wealth and wisdom.
• Yellow represents happiness, friendliness and intellect.
• Green can suggest sickness (dark gray-green), health (bright, vibrant green), greed, ambition or jealousy.
• Blue usually means tranquility, peace, knowledge, and seriousness.
• Purple can evoke feelings of romance, royalty, or grief.
• Black is great for text and lines and conveys power, strength and elegance.

Your corporate logo design should speak to your customers about what your company is all about. Find a clear, crisp style you like and create the logo around that.

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