Logo Design - Print and Design Tips

Logo Design

Does Your Logo Get The Recognition It Deserves?

Designing the right logo for your business is complex and time-consuming - but getting it right means creating instant recognition.

If you've decided to create your own logo, don't assume that because it looks great on a business card or letterhead it will work everywhere else. Bear in mind that it will need to work equally hard across some or all of the following applications:

Business cards
Business forms
Web sites
Building signage

Letterheads
Press advertising
Uniforms
Vehicle signage

Packaging
Merchandising
Outdoor advertising
Print advertising

Here's a handful of things to bear in mind if you decide to try your hand at logo design.

1 - The Purpose

When considering your logo design, it's important to be clear about exactly what you want it to do and say about you.

What is your logo trying to communicate? Who are you trying to communicate with? Where will your logo be seen?

Here's an example to give you an idea of what you need to take into consideration:

APlus Cleaning Services

Example 1 is simple, but its narrow layout will limit its functionality. On the other hand, Example 2 is designed to adapt, so let's put them both to the test.

2 - What's in a name

It's important to understand which elements are essential for the logo and which are better saved for other areas of your corporate brand or promotional message.

Logo designs are often created as a motif or a company name designed typographically (Example 1) or presented as a symbol (Example 2). Whichever way you choose, remember the golden rule: Keep it simple!

3 - Start with the basics

Logos should always be designed in black and white with colour added to give personality and flavour. This will ensure that your logo design will translate across black and white printing devices, newspapers and fax machines.

By simply resizing Examples 1 and 2, you can see the importance of having a flexible logo. The motif on Example 2 can be resized to maintain legibility while Example 1 doesn't enjoy the same degree of flexibility.

4 - Square formats are a must

A classic test for a logo design is to place it in a square. Seeing how this fits will allow you to see how it may work in tight spaces and for various merchandising formats

5 - Compare your logo on signage

Your logo may need to be seen in many places from vehicles to building signage or outdoor advertising.

The motif in Example 2 can be resized to use the available space to effectively stand out and be recognised from a distance. Signage can present many different challenges, so flexibility is always the key to staying true to the logo's purpose and increase recognition.

6 - Uniforms

When you make your own logo, ask yourself where you're putting the logo. If uniforms are on your list, it's critical that your logo design can be translated correctly when embroidered.

Example 1 will clearly create problems with detail and fine print, while Example 2 will easily transfer into embroidery and maintain visual integrity.

7 - Less colours = potentially fewer problems

Make sure the colours you choose for your logo can be easily converted from CMYK (process colours). This will greatly reduce the cost when printing stationery and marketing materials. A brightly coloured logo may work in signage or on television, but may not be suitable for reproduction in a newspaper, so remember the golden rule: Keep it simple!

8 - Register your logo before you print it

Before you finalise or print your logo design, you should register it as a trademark. This ensures your logo is protected from illegal use or copying. This process will also help you check that your design is unique and doesn't infringe on an existing trademark that belongs to another company. Failure to make these checks could result in expensive reprints and legal costs.

You can register and check your logo design through organisations such as Trademark Australia or the government's own intellectual property portal; which can be found at ipaustralia.gov.au.

If you don't think the DIY logo route is for you and need some professional input - or would like some input to your slogan or tagline, contact your nearest Worldwide Centre.