Presentation Magic
Logo Samples

Getting What You Want

 

 

 

 

 

 

 

Logo design is as much of a science as it is an art. The best logos are those that retain their character even if they are shrunk to small size or rendered in black and white. One cannot overemphasize the power of simplicity when it comes to the design of a logo, because simple designs are easier to remember.

"Simplicity" does not, however, mean "simplistic" or unsophisticated. It means that unnecessary graphical elements are minimized while maximizing visual impact.

The science behind logo design is associative psychology. The purpose of a logo is to have your potential customers mentally associate your logo with your products or services. If your logo is too complex, casual viewers will not be able to form a detailed representation of it in long-term memory and, of course, they cannot form the critical association if they have not formed the representation.

An effective logo:

• Has graphic imagery that is appropriate to the industry
• Works well with the name of the organization
• Is easy to read or recognize at a glance
• Communicates the company’s purpose or conveys its message in some way
• Is distinctive and bold
• Has no little extras that clutter its look
• Looks good in black and white, as well as in color

This said, there is some value to standing out. Logos that throw out the conventions and stand out in the crowd can have a powerful impact. The key is in recognizing when and how to achieve that graphical notoriety.

 

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