Business Resources: Ideas, concepts and perceptions of Justgraph on corporate identity and branding.

How to evaluate your logo: advices about to define the appropriate logo
 
Your brand name has been created. Now it's time to complement it: Define your logo. But what criteria should you take into account? One question that certainly worthwhile to be done but more importantly, pay attention to these considerations when deciding your logo.

Your logo is first connected to the brand name
 

A logo, logotype or isotype is the complement "visual" of your brand. The importance lies in its brand name. Let’s assume that the logo communicates that brand only through a graphical or command.
In branding and brand positioning is fundamental to understand the value of the brand as the greatest "goodwill" that can have a product, service, business or enterprise. At the time, companies are only positioned brands in the minds of their consumers. Just think of these two successful brand names: Google, the brand positioned as the best search engine in the world or Visa, the global leader in credit cards.
We could wonder, what about the symbols as famous as Apple's apple or the Nike Swoosh? This is an argument, before the two brands became so popular, "first" their names were connected with their respective symbols, isotypes or logos. In other words, it is the name that gives meaning to the logo.

Suggestions: First, focus on your brand name. Then, define your logo consistent with the objectives of your brand.

Legibility is the most important when choosing your logo 

Be careful how your logo is like. A big mistake, and very common, is to find logos that are difficult to read for most people. A rectangular format works better than a vertical one, because this way his eyes look better. But neither do the ends. Avoid designs that are too vertical or horizontal as it does not help in communication. Note that a logo to read is always simple and memorable.

Suggestions: typography must clearly communicate your brand name. If not, this does not work. To do this, choose fonts legible, without intricate details that make the letters immediately recognizable. Prefer those fonts that are easy to read even at an average distance. Thus, the name of your brand will be benefited. As for the isotype or symbol, if possible, take care that this is not too large relative to the typography of the logo.

Color is another element to identify the brand logo 

The colors have their own language. Warm colors like red and yellow or blue are striking, they are more conservative and elegant. However, the limit for a specific color conveys different emotions; make be sure to choose a color other than their competition. This is another way to differentiate your brand.
For example, if your competitor uses red as its corporate color, you can use blue to identify your brand. For this reason in the world, Pepsi is blue and Coca-Cola is red.

Suggestions: If possible, try to use no more than two colors. Even sometimes one color will be enough. Remember that branding and marketing, more is less. 

Who to hire to design my logo?

And the last point but not least is to know the criterion for choosing the agency or company to design the graphic image of your business. Attributes such as experience, professionalism, working methods and flexibility, make a company be able to design your logo properly.

Suggestions: Check the quality of work of the company that you want to hire, by reviewing its portfolio of logos. If they can not visually convincing, theory is useless.   

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