Designing a Custom Corporate Logo
In business, companies represent themselves in a variety of ways, but perhaps no other marker is more prominent and important than a company’s logo. A logo must not only identify the company by name, but in a very compact space must also graphically convey the nature of the services provided by that company. Very few potential clients will have the time when initially hearing about your company to fully review your portfolio; therefore, it is of vital importance that you employ professional graphic artists to design your custom corporate logo.
The importance of a custom corporate logo is perhaps best illustrated by taking a drive down a metropolitan street. While you are driving, you will be exposed to a variety of advertisements for different services. Think about what catches your eye; what companies or brands do you identify with? Generally, those logos that hold you attention will possess a few of the same characteristics, notably, a tasteful but visually arresting color scheme, carefully chosen typography for the letters of the logo, and an arrangement of these elements that is both striking and astute.
When designing your corporate logo, think about how you like people to feel when they first encounter your company. Do you want a softer, more reflective mood, or a harder edged, more visceral response? The color choices you make will affect your impact on people. Violent colors, such as those in the “neon” spectrum, are not necessarily good color choices for company logos, only because they irritate as often as attract potential clients. Your custom corporate logo should reflect what your company is; unless your company has a “neon” outlook, it is better to choose your color from a more well-rounded, contemporary palette.
Typography plays a major role in logo design. Sans serif faces are popular for companies which emphasize a more ‘modern’ approach to business, such as start-ups and other relatively new industries. Serif faces, with a more elegant, stately appearance, are often utilized in advertisements for companies who have been in business for a long time or more ‘discreet’ companies, such as those involved in finance or health care.
Finally, how you arrange these elements will play a huge role in how your potential clientele views your company. Very tightly integrated logos will convey a sense of a small but efficient company. Larger, more spread out logos will give the sense of languor and possibly excess. However, sometimes this image of languor and excess is actually the image that one wishes to subconsciously project. A luxury hotel, for example, may wish to feature a large logo of this type. Once again, your logo will be shaped depending on the services that your company offers.
Ultimately, consulting with design professionals, such as those at hotbanners.com, will allow you to sample a variety of colors, type faces, and layouts until you find the ideal design for your custom corporate logo.