A company’s logo is the initial impression most people see of company, its impact depends upon how it is used. Its creation needs to consider many factors, including the culture of the company it represents.
Your logo should be anything but expected or cliché. If your logo looks like clip art or a stock image, not only will it disappear in your marketing materials, it makes your company look less than professional.
To the Point – If your logo has excessive bevels, shadows, textures, filters, multiple or crazy fonts then it is to complicated. As human beings, we shy away from the complicated. Keep it simple. You’ll be more memorable. This will allow your logo to be used across many mediums.
Uses – Your logo needs to be scalable. If you only have it in a jpeg or png then it is only good for the web. There is a difference between print and web. Your logo should be usable on the internet, in print, on a street sign, embroidered on a backpack, and screen printed on a t-shirt.
Color – it is always important to think of the many uses of your logo. Remember, logos will frequently be used in strictly grayscale circumstances. (Faxes, copies, one-color prints) It should be powerful in single or multiple colors, and black & white.
Colors also have meanings, and those meanings change by their combinations with other colors. green can symbolize money, that you are eco-friendly, or Christmas when used with red.
There are many things to consider when creating or changing your logo. When you make the right choices, a logo can become something timeless. When the wrong choices are made, you just might be changing your logo again.