Venture Services: Professional, Affordable Web Design, Identity Design and Print Design with Free Fax Marketing Included
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It's all in the logo
06/11/09
From the Greek logos meaning word, a logo can actually mean success or failure for a business. As with a business name, get it right and you have a memorable design. Pay an agency a lot of money to design a logo for a huge international sporting event in London in 2012 and you could be ridiculed.
Why does a business need a logo? Essentially, because it is a visual representation of your business or brand. Venture Services in a black stylised Gothic font would say one thing about us, Venture Services in the colours of the rainbow on a background in the shape of a flower would say something else (although I'm not quite sure what).
Before exploring the actual design of a logo, there are some practical considerations. These days, your logo should look good in many different formats – on headed paper, business cards, emails, your website, in advertisements (on paper, billboards and digital), on brochures and leaflets, in colour and in black and white and when faxed. You need to choose colours that can be easily and accurately reproduced in various formats and a design that retains its integrity whether used tiny or huge. Will your logo go around the world? If so, consider whether it has international appeal or looks unmistakably parochial. If you have an animated version, there are further considerations, including the effect on people who suffer from epilepsy – something the original London 2012 Olympics logo fell foul of.
Now for the actual design. There are several key words and phrases to think about: simple, unique, memorable, immediate impact, distinctive, straightforward, evocative, a positive image and representative of the business.
How do you achieve a logo design that ticks all these boxes? There are plenty of DIY options on the Internet for producing a logo cheaply. If this is what you think your business is worth, go ahead.
You can ask a number of designers to submit ideas on a speculative basis. With no guarantee of a fee, they will understandably spend limited time working something up but, hey, you may just be lucky and get the inspired logo design you're seeking.
By far the best way is to select a designer and work with them. They can learn about your business, your products and your customers. They can investigate the logos of your competitors and get a feel for the design culture within the industry. They will then work with you to develop a first-class logo which should last for many, many years.