BACK TO GRAPHIC DESIGN ARTICLES

LOGO DESIGN 101
DEC 1999

We know what you're thinking. "I'm no artist." What do I know about developing this Logo or Visual Identity?" This may be true, but you do know your company better than anyone. And, this is where Dux D'Lux likes to start. We want to get to know you and your business in order to provide an identity that will best meet your needs. Take a look at the considerations Dux D'Lux addresses when designing a visual identity:


APPEAL.
A visual identity should appeal to your prospective clientele, and help your business stand out among the many symbols and images confronting them daily. In addition, even if your customer base is fairly specific, your logo will be viewed by a wider audience. Thus, it can effect your company's reputation even among people outside your target group. A visual identity should create favorable associations for a wide range of people without alienating.

TIME.
An effective visual identity has a timeless look and appeal. Although it will probably be updated several times throughout your company's life, in most situations a logo should serve you for a decade or more. While your business strategies may respond to trends, a trendy logo will more likely undermine your company image.



FLEXIBILITY.
Your logo will be used in a variety of applications throughout its life. It must work equally well from business cards to billboards. It should be adaptable for use in many media including offset printing, screen printing, promotional product production, video, internet, etc. Although it is important to be consistent in the use of color in your logo, it should also be easily converted to black and white, for cases when a 1-color application is more economical.

APPROPRIATENESS.
An effective visual identity communicates your business style and strategies. It interprets your company goals, commitments and services for the public. The "look" of your identity, your choice of images, colors and typefaces, should reflect the reality of what you do, as well as the image you want to portray.