Your job as designer or decision-maker is to make sure the logo is a strong, balanced image that communicates clearly and has no clutter. The logo should be bold and easily seen at a glance. For example, on a well-designed logo, strong lines and letters show up better than thin, delicate lines and fonts.
The logo’s graphic imagery must be appropriate for the business. The graphic itself should work as a unit with the company name. It should achieve a look that’s distinctive, yet not trendy. It’s best to avoid trendy type styles and extremely tall or wide shapes. You want your logo to look good for a long time.
Choose an appropriate spot color (or two) and make note of its ink formula. The formula is a blend of various inks that’s given a PMS number so the color combination is easily communicated to the printer. You’ll refer to that PMS number when you print jobs in the future so you can be sure the color on your logo will consistently be the same.
What elements make a successful logo? Here are 10 logo design tips that professionals use:
1. Simple, yet sophisticated
2. Distinctive, bold, and graphic (no thin lines)
3. Not extremely tall or wide
4. Not trendy or old-fashioned
5. Looks in balance
6. Works well in all sizes
7. Works well in color or black and white
8. Graphic element and name work together as a unit
9. Communicates your business clearly
10. Uses graphics and fonts appropriate for your business