The Art of Good Logo Design

Logo design is an art. A company logo sets the tone for the overall company image. People buy products from certain companies based on the company's image. Companies that have a trendy image are patronized by people who want to appear trendy. Image is everything and a company logo is the basis of a company's image.

Since Web sites are based solely on images and text, a logo is especially important for Web sites to brand their image. A good brand image differentiates your products and your company Web site in the eyes of potential customers. Logo placement on most Web sites is in the upper left corner, the first place visitors eyes are drawn toward. A visitors first impression of your Web site is the logo and it should be attractive and memorable without being distracting.

There are many elements to creating an effective, memorable logo but the most important element is simplicity. Think of the most recognizable logos today, McDonald's golden arches and the Nike swoosh. Both are very simple designs, yet instantly recognizable. Simple logo designs look equally appealing on a giant billboard or a small business card. Either design could be presented in black and white and still be recognizable, a hallmark of simple, yet memorable designs.

Simple, yet effective logos start with are simple geometric shapes. Circles, triangles, lines, swirls and squares are basic shapes that can be easily customized. Lines can be straight or wavy, solid or dashed. The edges of lines can be sharp, denoting a high tech feel. Wavy lines appear more casual and create a happier, youthful look. Even a simple line can be endlessly customized to create the image a company wants to portray.

Besides basic geometric shapes, a simplified version of a product or service can be used for a logo. For example, a travel agent may use an airplane in a solid color with no detail overlapped on a basic geometric shape. As long as the shape is recognizable, details are not necessary. Simple shapes with no details work best when carried over to letterhead or business cards.

Logo colors are important. One to three colors that complement each other are usually enough to convey the message of the logo. Colors have different meanings, so colors are just as important as the shape of the logo in conveying a company image. Red is passionate, fast and sexy, there is a reason so many sports cars are red. Pink is feminine, white is pure, yellow is fun, orange denotes value, and blue is solid and stable. While these rules are not set in stone, the psychological value of colors cannot be denied.

Conservative businesses may want to consider a logo in all text. This can include the company name and a one to seven word tag line stating the company's most important feature. Font is important in all text logos, a serif font is traditional while a sans-serif font looks more modern. Using the traditional fonts may make a logo look generic and 'hand-made". Look for unique fonts that convey the company meaning while remaining readable.

As with any art, logos are subjective works. A good logo will enhance a company image, as well as the image and first impression of the company Web site.