Creating Your Logo:

Often, your logo is the first thing to make an impression on potential clients. This alone makes it a must to have an eye-catching and memorable design.

There are a few rules of logo design that many designers agree upon. David Airey, graphic designer, outlined the four major rules:

1. The logo must be memorable.
2. The logo must be describable.
3. The logo must be just as effective in black-and-white as it is in color.
4. The logo must be scalable down to a quarter-inch in size.

These rules ensure that potential clients will be able to remember (and describe) your logo after seeing it once and that your logo will work on any number of collateral or design projects of all shapes and sizes.

Take a look at some corporate logos that won the 2006 Best of the Best contest for logo design. Do these logos fit the four rules above? Or do some interpret the rules differently, and, if so, why do they still work?

Because You Never Get a Second Chance to Make a First Impression

The visual identity of your company defines your essence. It is the first thing your client absorbs and the image that stays with them. A consistent visual image must reflect personality, values, and ambitions to accurately represent your company. A strong visual identity is fundamental, here’s why:

A strong visual identity highlights and reinforces your company mission. An aesthetic image integrated with key messages will attract clients and keep them focused on the company message behind the image.

Your visual identity sets you apart from your competition. It makes your company different from all others and should reflect your unique qualities and marketing strategies to make the right impression on your audience.

A great example is the FedEx logo, in a world of browns and yellows, FedEx adds a bit of playfulness. And when you’re “in the know,” the logo and the company are even more memorable. Notice anything?

A strong visual image makes your company memorable and recognizable. As your signature, it gives you a presence and allows your company to literally ‘make its mark’ in today’s competitive market.

Back in the day Swatch watches were “the” thing to have. Even though the logo hasn’t changed since its heyday in the late 80s/early 90s, the Swiss design behind the Swatch logo makes the design timeless. Gen X’ers will always have a special connection with Swatch and I’d say the logo is a big part of that.

A visual image must be a consistent brand for company materials. It serves as a reference and signature on all marketing materials including business cards, websites, newsletters, e-mails, advertisements and letters. A consistent visual image strengthens and unites your key message throughout all mediums.

The market place is constantly in flux and visual identity must adapt. Changes in your company message must lead to changes in your visual image in order for your company to stay modern and unified to strengthen the bonds with your audience.

You can chronicle the history of a company like Pepsi through its logos.

And today, the soft drink has a new millennium look:

What do you think? What companies or organizations have a good (or bad) visual identity?

- Amy Miller