A logo is a pivotal part of the business. It is usually "the first impression" your customer has. You give out your business card - its a reflection of the business. An image can impress itself on a mind in a way that words cannot. Large businesses especially have for a long time recognised the importance of the logo as part of a business's promotion and growth. It generate business "cred".

What makes a good logo.
One that looks simple and has longevity - it "doesn't date", it still looks contemporary 10-20 years later . It maybe slick, clever, sharp, smart, natural - depending on the business. Boost juice chose something bright to help it invade the juice market. Now many copy cat businesses have used similar type face and colour to emulate it. But to our eye "Boost Juice" is still distinctive as a logo as it keeps promoting and growing.

A good logo maybe a bit clever. It may be a stylisation of the name of the business (this is called a logotype) or it may be an abstract shape that may or may not have specific relation to what the business does i.e. a stylised fish for the "Fisheries and Wildlife". It is also common for a logo to be the initials of the business name.

Fonts (typefaces) used with the logo are usually plain and easy to read. Graphic designers rarely use scripts or wacky fonts unless the business is a wedding company or fun and wacky.

How a logo appears
An important part of the success of a logo is "how" it is presented. For a logo to stay in peoples minds it needs to be used consistently - in size, colour, its position on all vehicles from envelopes to signage, so that it becomes synonymous to the company. Some graphic designers who charge in the top end of the fee rate provide a detailed manual with guidelines on how the specific logo should be utilised.

A good logo should work in black or a single colour so it can be used on i.e. invoices, envelopes etc.

Who should design your logo?
You should commission a professional Graphic Designer. Ask to be shown the previous logo designs for proof that they are experienced in the area of logo design or as it is called "corporate identity". You are likely to pay upward from $500 to thousands depending on the size of the design firm and their experience. Freelance graphic designers will be the most cost effective as they don't have the overheads. Once you ask them to design your logo, you are committed to work with them towards achieving the logo design.

Usually the designer will come back to you with a few designs to be discussed, leading to modifications and then the final design. Which you are entitled to a copy on disc.

What is a brand?
A logo can develop into a brand over time and with consistent use and constant exposure through advertising and promotion. Something that is valued more than the product itself. It is a way of life or a feeling that is conjoured up by the logo. Coke, Gucci, Rolex, Chanel No 9, Ralph Lauren, to a lower budget market Mooks, Stussy, Ripcurl etc. Brand development is not necessary to a lot of businesses more for those selling consumer goods rather than services. Whether you are starting a new business, or upgrading the identity of an existing business, a good logo is vital.

[+/-] About the Author
Lousie Coutts is an established freelance graphic designer and has been recognised with many design awards. She has over 15yrs experience in graphic design industry and besides industry works, she also ocassionaly lectures in Universities and TAFE.

Louise has been a contractor with NETable for many years.

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