developing your logoPart Three,  Looking at Logos

So far we have a profile picture to introduce the person behind the brand and a colour to act as a backdrop. You have your name or your company name that you wish to promote and may be you have a logo of some kind, developing your logo is the next step…

A logo is a symbol you use to identify your company above others. It will normally be pictorial or typographical – pictures or type – or more often using a combination.

A Logo made up of different elements, a colour, an image and a typeface has more chances of appealing to a wider range of people.

Many people remember images ie faces rather than names ie type. Recognition comes from memory.

A good logo is strong and usually the best ones are quite simple and eye catching. It can be made up of a combination of two or more colours but ideally it needs to be able to be adaptable so it can be as recognisable in just one colour. Consider this at an early stage, it may make a lot of difference and may require rethinking before you go too far with your idea. What ever colours you use it has to be suitable for both printed material and digital screens, ie web.

If you’ve paid  ‘someone’ to create one for you, you should have it in various file formats and sizes. If not why not? One of which should be a file that can be enlarged to any size (vector) and will not be ‘pixelated’ – if you can see a blurred mosaic effect you have a pixelated logo which will not print at larger than original size when enlarged.

If you don’t have any logo and want one, use clipart to search for a suitable idea and image. You can purchase an image fairly cheaply and although it will not be unique to you, it is a start on your way. When deciding on a typeface or font remember the ‘colour’ dilemma – some fonts like colours suggest different things, a flowery calligraphic font will not be memorable for the right reasons for a masculine line of business, as a heavy bold block typeface would not be ideal for a manicurist or beautician.

You can download free fonts from many sites on the internet it just takes time trawling through them to find some you like.

You now have a colour, a symbol and a typeface. Putting them together to the best arrangement is not always straight forward, think of an overall shape you would like to create, circular oval square – it helps as a basis for putting the images together. This is also helpful when aligning the text, make sure it is lined up neatly not just ‘hanging’.   Try it to the right or left, centred or justified. You can even align it to suit the image. Think carefully before adding small text in ‘your colour’, while on screen it will look ok you may have problems when trying to print it because the dots used to build ink images may make the text appear broken.

Larger text can be coloured but if your chosen symbol is multi coloured the company name may look much more professional in grey or black.

One tip, make a note of the typeface name you have chosen and what size it is. If you save it as a PDF for reproduction or send it to someone else they may not have that typeface and it will not appear correctly. It is also very difficult to identify the exact font again amongst many similar styles.

If your logo has been professionally created you should have been given a ‘Style Guide’ or technical document for reference.

Once created, copy it to different sizes, also save it in various formats for future use.

Read Part Four…

Angie Phillips of A.N.G Creative Design, based in Essex, UK, helping you communicate your message to your clients and generating more leads and sales.


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