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Making a Business Logo that Matches Your Brand

If you want to try to do design your business's logo yourself, you can enter “do-it-yourself logo creation” into any search engine to obtain lists of logo-generating Web sites and logo development software.

  • Typestyle: The typestyle you choose — and the way you arrange the type in your logo — has a tremendous impact on the impression your logo makes. Choose a typestyle that matches the character of your brand and customize the presentation of your name in your logo.

  • Colors: Your logo’s color scheme can become an essential element of your brand identity. Establish a color scheme that differs from the scheme used by your major competitors. Choose a color scheme that reflects your brand character, and matches your brand and the expectations customers have when selecting your offering.

    The fewer colors you employ, the easier your logo will be to manage. Logos with full-color illustrations or photos require full-color printing — an expensive and time-consuming process that you should adopt only after serious consideration. Plus, the Internet further restricts color options because the Web’s color palette is limited.

    No matter what color scheme you adopt, be sure your logo works beautifully in plain old black and white. After all, that’s how it will look on your business checks, in photocopies, in many small-format ads, and in numerous low-cost communications that will carry your brand identity far and wide.

  • Shapes and sizes: Most logos need to work well in a horizontal configuration that’s about half as tall as it is wide. Whatever configuration your logo takes, be sure it can reduce down to the size it will appear on a business card, which is where it will appear most frequently. If it becomes blurry or unrecognizable in a small size, redesign it to simplify the elements so that it reads well even in its most minute presentation.

Look for effective branding in your everyday life. The next time you shop at a national retailer or eat at a chain restaurant, notice if the color scheme on the establishment's logo is also used on the interior decorations — the carpet, the countertops, the paint colors on the walls — or if the font and type style on the logo matches that of the menu. Often times, you'll find that it does. This is branding at work.

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