- 1). Focus on the values and characteristics of the company such as its industry, target audience, and customer expectations. Maintain this principle throughout the development process.
- 2). Sketch your concepts on paper no matter how obvious the idea. Write down words in a free-association exercise; use images that convey a tone such as strength and quality. Use a dictionary, thesaurus, professional logo design book, or your sketchpad of previous ideas for inspiration.
- 3). Use a consistent weight; avoid combining thin and thick elements. Use contrast to aid shape-recognition, but separate elements with white space. Focus on developing a graphic that is distinctive and recognizable, even when displayed in outline.
- 4). Choose a clear and simplistic typeface that does not command too much attention. Use typefaces such as Franklin Gothic as a starting point.
- 5). Do not rely on colors in your design. Create your graphic logo in black and white, then apply color to the approved design. Avoid too many colors, gradients, or complex patterns to maintain an effective logo in different formats.
- 6). Print the graphic in different sizes to test the effectiveness of the logo design. Neatly mount one or two logo ideas per page for a presentation. Include notes explaining your concept ideas.
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