We all know the general purpose of a logo: to identify an organization, a product, or an event. But, that’s just a surface explanation. What do we really mean – and how do we accomplish that goal?
In order to design and implement good working logo the designer must understand how to project a company (organization, product, event) in a multitude of ways – all at the same time. These are the seven basic steps to take into consideration:
1) the logo needs to project the company in both an obvious and a positive way,
2) the logo needs to identify and define the company to the target market,
3) the logo needs to identity and define the company to the general public,
4) the logo needs to identify and define the company to the employees, investors, and suppliers,
5) the logo needs to be easily recognizable,
6) the logo needs to be different from other logos in the marketplace,
7) the logo needs reflect the company’s direction and value (even as it develops its mission) for a period of at least 25 years, because changing logos over and over again just loses the audience.
The larger the organization is, the more complex the process. But, whether it’s a large company, or a small company the general process is the same.