ONLY LOGO

The Science of Logos
by John Williams

Your company's logo will go a long way toward defining your brand, so the process to create it should not be entered into lightly. Whether you choose to work with a design team, or use resources available to produce your logo yourself, you must be aware of how varying images, shapes, typefaces and colors will showcase your company.

Industry Guidelines
While there are no carved in stone rules relating to the types of logos that should be used by specific industries, some general guidelines do exist. At one end of the spectrum are high-tech logos; logos for service-oriented industries are at the other end of the spectrum, and business-to-business logos reside in the middle.

• High-tech logos are typically chiseled and angular; their intent is to create the perception that the company is innovative. They work well for high-tech companies.
• Service-oriented logos are typically smooth and rounded; their intent is to create the perception that the company is creative and friendly. They work well for service-oriented and many retail businesses.
• B2B logos can use components from both the high-tech and flair ends of the spectrum; their intent is to create the perception that the company is stable and trustworthy. Many B2B companies choose such a logo.

As you determine where your company falls on the spectrum, remember that your logo will be used for a variety of purposes—including company identification, marketing promotions and client development—so it must be attractive to a variety of audiences. And, given the rising importance of having a strong online presence, your logo must be innovative enough to provide immediate differentiation, leading to memorability.

Design Details
The images, shapes, typefaces and colors you choose to use in your logo will in many respects define your company. Thus, be sure to complete the required due diligence before coming to conclusions that "seem right." Here are a few suggestions that may be of help:

• Simplicity works. Your logo should be a clean symbol that is easily reproducible. Stay away from logos that contain a lot of information, gradation or fine details; these will be more difficult for people to recall.
• Use color as an embellishment. A well-designed logo should look good in black. That doesn’t mean you can’t use color, but the color itself should not be relied on as the major design element.
• Study the science of color and typeface. If you choose to employ color in your logo, use the resources available to you to determine the appropriate color for your company. The same goes if a typeface is used in your logo; be sure the one you choose communicates the appropriate message.

During the design process, remember that you want your logo to be an element that does not change. It's far easier to modify your messaging than divert from an image that has come to represent your company. If you design a logo that is unique, strong, appealing and suitable, you should be fine.

John Williams is Entrepreneur.com's "Image & Branding" columnist and the founder and president of LogoYes.com, the world's first do-it-yourself logo design website. During John's 25 years in advertising, he's created brand standards for Fortune 100 companies like Mitsubishi and won numerous awards for his design work