Your logo needs to be clear, concise and, above all, scalable. You can do wicked cool stuff with a visual design program these days, with just a few clicks – but that does not a logo make. That Spirograph lookin’ geometric thing you decided on, with the shaded color variations and drop shadow? Cool. Now shrink it down so it’ll fit on a pen, and what’ve you got?

A blob.

Your primary logo – the alpha to the enhanced version’s omega – needs to be as simplistic as possible. So do your color choices, since you’re not always going to have access to full color. And conveying the complex message you’re trying to get across with five lines and two colors is an art form unto itself.

We do that.

Your logo needs to reflect some aspect of your company – be it even just the first letter in the name. Or it absolutely doesn’t have to at all.

Hunh?

There are times when playing on the letters is the right thing to do or fits together exceptionally well. Or perhaps you just want to have a giant L or water swirling down a drain stick in people’s heads because you’re a plumber. We’ve done both of those.

And there are times what really makes sense is a giant sorta swoopy thing. We’ve done those too.

Trying to make the determination about what’s right for what is something we can help you with. We’re no longer certain how many logos we’ve designed – but we do know it’s a bunch. And we’ll be happy to help.

You want your logo to be unique, and not just because of those pesky copyright laws. At the very pinnacle of logo design is creating something that stays with people and says “You know, whenever I think of coffee, I see a giant mermaid. What the hell?”

Part of that is due to saturation bombing the public with it. Coke’s primary logo, for example, is tremendously old fashioned and no more than the name in a kitschy font with a swoopy thing underneath it; a bit complex, a bit classic. Nonetheless, you’ll recognize it even if you see about five percent of it because it’s been beaten straight through your eyeballs and seared into the back of your skull. You can’t escape it, even if you try.

The other part of it, however, is that Coke doesn't change their logo. Ever. Well, except once – but hey, it was the Seventies, and they were curious.

Since you likely don’t have Coke’s resources [and if you do – hey, we’re for hire] and are able to have your brand etched into the surface of the moon, your logo has to be consistent. That way when people see it, they do know it – and associate it with you.

A professional looking logo lends itself to someone feeling they’re looking at a professional. If your logo is closer to a kid’s lemonade sign – and you’re not selling lemonade – you’ve probably got a bit of a perception problem.

We can help with that.

For reasons we’ve never quite understood, logo files seem to disappear. Kind of like the caps for disposable ball point pens.

What ends up happening is when you go to get new materials [say, business cards] you don’t have the originating files, so you end up using a scan from something else. Or an improperly formatted version, like a pixellated EPS file. And your logo ends up looking, well, bad.

We can fix that. We rebuild logos on a very regular basis, and are often able to get within 99% of the original. When we do a rebuild, we not only give you copies in mainstream formats – we keep copies ourselves, so there’s always a version somewhere.