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Communicate a graphic experience

Get the logo to be so identifiable that it gets to represent an overall experience. When the brand is powerful, it goes beyond a product or service, offering functional benefits and transmitting certain emotional elements. Or simply get a logo that evokes certain feelings of positivism, optimism, innovation, importance, improvement, etc. The designer is the one in charge of deciding which barrier must be broken in the consumer’s mind.

Use a descriptive name

Today, the brand world is extremely competitive and there is a large variety of obvious names that, apart from being poorly creative, they cannot be easily registered since they are very common. Using compound words that represent the company is a good solution to this problem; however they can be confusing sometimes. The slogan, an element that sometimes goes with the brand, may change according to the different seasons.

Analyze colors vs. budget

Make sure you get as many revisions of your logotype as possible when it is being designed and that it exploits all the possibilities your budget can cover.

• Full Color (publicity, multimedia, Internet, etc.)
• 2-3 colors (booklets, simple and short-range applications)
• 2 colors (booklets, promotional magnets, massive applications)
• Gray scales (for newspapers or ink print-outs)
• Black and white (fax print-outs, woodcuts, etc.)

Frequently, small and medium size companies choose the second option for their institutional logotype which is completely reasonable; what is the point in acquiring a full-colored logotype if your budget is very limited and the market for your company does not require it?

Feel an emotional decision

Colors. When we see a specific color, what does it remind us of? What feelings do they convey? Will a company be more profitable if it has an appropriate color? Some well-known Universities in the US and UK have carried out researches determining that the effect that color produces on people depend on segmentations. Red has different meanings for women and for men. There are other segmentation elements such as age, nationality, education, etc. that modify the natural human perception of colors.

Make a rational decision

Typography, graphs and position. During the logotype evaluation process, even before you make the decision about colors, it is important to separate the elements of the logotype so that they can be analyzed separately and in detail.

• Typography. What type of typography are you looking for? Do you want it to be innovating, classy, formal, informal, elegant? Remember that typography represents the company identity, experience, formality and the importance of the brand.

• Graphs. Graphs and lines are frequently used as part of the brand. Some companies want the graphs to be their emblematic icon. The current tendency is to create graphs that seem to be moving upwards and forwards, avoiding negative connotations such as delay.

• Position. What part of the logo do you want to be recognized fist? The icon or the name? Both? If you want the icon to be the first thing your clients recognize, then, it should be located on the right. If you want both name and icon to be evenly balanced, then the icon should be above the name.

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