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Corporate Logo Design

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In an increasingly competitive business environment, a company's corporate image is critical. Part of the package is corporate branding. Designing a corporate brand is important simply because if it is done well, it is one way of making a company a household name.

An essential aspect of branding is logo design. Companies spend months and large sums of money to come up with the right logo for their company. A well designed logo can be the most effective marketing tool you'll ever use. Take a second to envision the most impressive logos of our time: think of the big names such as IBM, Coca Cola, McDonald's, and Kellogg's, and you'll get the idea.

All of these logos are instantly recognizable to people all over the world. Some experts point out that even if we just see a small part of one of these logos, we'll still recognize what we're looking at. This instant recognition is just what any company wants from their corporate logo.

Designing a Timeless Logo Concept

A logo that represents you well will give you the kind of credibility that spells success. A good logo is timeless. Think of Coca Cola: their logo has been in existence, with only very minor "evolutionary" changes, since 1886. Yet we all tend to think of it as a product of our time. This is logo design at its best.

Judging by the logos that have stood the test of time and served their companies best, picking a logo design that is "of the moment" is a mistake. When a design is centered around some fleeting theme, it will soon begin to look dated. Such a logo may become an embarrassment in the long run, and could even work against a company. Having to change a dated logo can be very detrimental to a company's continuity and branding.

When you set out to have a corporate logo designed for your company, it's important that the final design sums up your organization as succinctly as possible. Making a logo too large or too small can detract from its effectiveness. While every other area of marketing is centered around words, in the world of logos it's graphics all the way.

Typically, when a new logo comes in to being, the process will begin with a team that comes up with the concept, and this concept will be taken up by one or more graphic artists. Nowadays, software is used almost exclusively to produce even the original logo. A customer will be given a range of logos to choose from, and then the final version will be honed from that choice, and any additional input.

Logos are almost always crafted using colors that catch the eye. Notice though, how all of the most instantly recognizable logos are incredibly simple. The simplest logo is going to be the most memorable one. Since the whole point in a logo is to make your brand recognizable, it will pay to follow the big boys in this regard.

Don't Mess With Tradition

If your company already has a logo, think very carefully before you change it completely. It is nearly always better to work with what you already have and make small, evolutionary changes that will not render your logo unrecognizable to existing customers. Do you really want to start again at the beginning?

Taking all these facts into account, it may occur to you that anyone can design a logo. It's true that you could probably cobble one together using a font you already have on your computer and an item from a free clip art collection. The fact is, a well designed logo will stand out from the rest because of its simplicity, its appropriateness, and its art. Something that has been slapped together will lack these qualities, and will not create the image you'd want for your company.

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