Your company logo provides an instant snapshot of your business to anyone who is passing by the building or reading email or marketing materials from your organization. The logo is essential in offering a frequent, simple, and captivating reminder of who your company is and what it does. For these and other reasons, your logo design should be carefully thought out and skillfully designed with the following elements.

Visual appeal

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A logo should attract the eye without overwhelming it. A creatively organized image can represent your company in an instant, and sometimes that is all the time you get to make a vivid impression. When driving along the street, make a note of which business signs stand out from the rest. Are they interesting or intrusive? Get ideas about how to craft your logo using similar techniques.

Readable script

When logos include letters, use a readable font and size that viewers can quickly grasp. Trying to decipher a cursive script or elaborate lettering will delay the impact and may confuse or frustrate viewers. Short words are preferable to long phrases, as they are faster and easier to absorb. Choose a script that is thick enough to read but not heavy-handed.

Symbolic graphics

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If you plan to use images, design one that represents your company. For example, choose an easily recognizable animal, like an armadillo instead of a groundhog, which at first glance might be confused with a beaver or possum. Use simple lines for quick comprehension and aesthetic appeal. Balance graphics with words to determine if they carry equal weight in the logo, or if one should be more dominant.

Relevant colors

A carefully selected color scheme for your logo helps make it relevant in stark ways. If asked to associate specific colors with leading brand logos, you could probably name several immediately. Choose a color blend that relates to the company’s purpose, such as green and brown for growth images, or red and yellow for fun. Select shades that will show up well in the logo and offer a compelling backdrop to the other elements of the logo. Colorful designs, like polka dots or alternating lines, should be avoided unless they serve a useful purpose.

Your company logo helps to build your brand for the public and within the industry. Work with a graphic artist or design your idea, keeping the above elements in mind. The average reader spends six seconds viewing a sign, so ensure yours is memorable.