A corporate logo design need not be flashy, intricate or extremely modern to be effective. Effective logos do, however, have to elicit some sort of response. At the very least, all logos should inspire a basic level of confidence and, ideally, interest in your brand.
There are far more fonts available for corporate logo design than there are on Microsoft Word or Mac Pages, for example. New fonts are constantly being created and can even be custom designed for your brand. So, it’s worth exploring different options through a bit of online research and consultation with your branding company.
See what similar brands in your area are using as fonts. What inspires confidence in one industry may be confusing, meaningless or even detrimental in another. There are certain fonts that say “digital” or “cutting-edge” while others might say “traditional,” “reliable” or “powerful”. Figure out what you’re trying to say first and then seek out your ideal font.
As mentioned above, simple designs can achieve everything you’re looking for, but a word of caution: Don’t be so simple as to seem common or derivative. In other words, your logo should never be mistaken for Clip Art.
Choose colors that speak to your brand. Much like fonts, colors and color tones or brightness levels suggest different moods, characteristics and strengths of your brand. Colors in combination also have different effects. Sample different color combinations across all of your sample font and design schemes.
Also consider color in terms of light, texture and shadow. A strong designer can suggest modifications in color, texture, shading and tone to differentiate your logo.
Sample a few different designs in a few different color schemes each. In the brainstorming and creative phase, all options should be on the table, including fun and wild ideas. In the end you can tie all the elements—style, font, design, color—together with your brand message.
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