In my tenure as Art Director of Dux D’Lux I’ve had the opportunity to work on many different types of projects from postcards, brochures and posters to tradeshow graphics, menus and billboards. Regardless of the exact specifications, one element is a consistent requirement for almost every marketing project I create: a logo. It’s hard to produce effective marketing materials without one.
A logo design that is used repeatedly throughout a company’s marketing program can greatly increase the effectiveness of each piece by providing much-needed brand recognition, by conveying important “at-a-glance” information about products and services and by offering a consistent and professional “look” for all business communications. It sounds good, right? But, how can you be sure you have an effective logo?
When I put on my pink self-promotion hat (the one with the whirligig on top), the short answer is to call Dux D’Lux, of course. But, there are a few guidelines that I often share with clients who are contemplating the logo development process. Creating a company or organizational logo or comprehensive brand can be a difficult and time-consuming process. It helps to set a few parameters at the outset for what constitutes a good logo design–what an effective logo must accomplish for your business. Consider these four requirements as you begin the process.
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.
If you are ready to create a more professional and attractive image for your organization, an effective logo is the first step. Give us a call! Of all the projects I mentioned, logo development is definitely my FAVORITE.
We came across this sage advice from webdesignerdepot.com on 
