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Have a Branding or Marketing Question? Ask the Expert.

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QUESTION

I think our organization needs a new logo, where do I start?

ANSWER

First - You should have a good understanding of what a logo really is.

• A logo is the central repository for brand value (equity).
• A logo is the visual identity of the brand.
• The Word Mark is your special, unique typeface.
• The Icon is your unique symbol, meant to support the word mark and the brand. While it is nice to have, it is optional.

Second - Apply these ten proven logo development and branding principles:

• Leveraging a key element from your existing logo if possible.
• Think long term.
• Keep it simple.
• Fonts must be legible.
• Shape is important.
• Colour speaks volumes.
• Develop a grey scale version.
• Test for scalability.
• Make sure it’s multimedia friendly.
• Establish usage guidelines.

 

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