Logos...and more logos
Logos speak for them self,
or at least that's what they are suppose to do. Your logo
needs to speak to the viewer. Tell them what your company
is and does. This sometimes gets lost in a logo. The best
logos are simple and to the point. Memorable.
The logo process is always
the same. What kind of representation can be an iconic graphic
for this company? Is it all text? Does it have a graphic?
Is it full color or maybe two-color? The thought process begins
and the questions come flying.
In my opinion, and I've learned
this through the years, a logo MUST work in one color in order
to work and be effective. Everyone wants that vibrant brilliantly
colorful logo, but the truth is that comes after the single
color design. There will be many instances where you can use
only one color and it may be a small logo. So your logo needs
to work in small places. Those are two very important traits
of a logo. Then the iteration process begins.
This is the process I took
for the Danziger & Mangold, Attorneys logo. I began with
black and white logo options.
Then those initial logos iterated
into the next level of designed logo, based on the clients
Once a design was chosen, the
color process begins. Different examples of color are added
to the logo.
Until the final logo is completed,
in color and black and white.
Many companies keep their logo
black and white. They don't have a real need for color. They
can always add color any time.
The two color logo is a very
popular and cost effective style logo. You get the color aspects
but at a lower printing cost. When done correctly, two colors
can look like many colors.
The three color logo still
allows you to save printing costs but gives you another level
of personal design and color. Just that extra "POP"
in your logo design.
These days, full color logos
are not as expensive to print, with the new print processes.
But keep in mind you don;t want the design to depend on the
full colors because there will be situations where you won't
be able to have that many colors. This is the Wonderful World