N<\/strong>ow that we have a basic understanding of the qualities of a good logo, we should briefly discuss the different types of logos. No one specific type of logo is necessarily always the best choice. Each of the different types should be carefully considered as to which one is the best fit. The process of logo type selection is on a case by case basis as no two businesses or organizations are exactly alike.<\/p>\n

II.  Logo Types<\/strong><\/p>\n

    1.  Font based logos<\/strong><\/p>\n

Font only<\/strong> \u2013 Just a font with no symbolic intervention<\/p>\n

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Font plus meaning<\/strong> \u2013 A tweaked font with symbolic intervention<\/p>\n

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Font in a shape<\/strong> \u2013 Font is inside of some type of shape(s)<\/p>\n

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Handmade<\/strong> \u2013 Calligraphy, handwriting or script design<\/p>\n

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Initial<\/strong> \u2013 Initials are used in place of the full name<\/p>\n

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    2.  Icon based logos<\/strong><\/p>\n

Abstract graphic<\/strong> \u2013 A graphic symbol representation only<\/p>\n

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Detailed illustration<\/strong> \u2013 Illustration or pictorial representation<\/p>\n

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Geometric symbol<\/strong> \u2013 Geometric symbol depicting an element<\/p>\n

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Illustrated symbol<\/strong> \u2013 Illustration depicting a clear symbol<\/p>\n

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Mascot<\/strong> \u2013 A character representation<\/p>\n

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Seals and crests<\/strong> \u2013 Detailed seal or crest with just text or may include graphics<\/p>\n

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Silhouette<\/strong> \u2013 Detailed, illustrated silhouette<\/p>\n

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    3.  Tag line logos<\/strong><\/p>\n

Three to seven word phrase incorporated into the logo design<\/p>\n

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III.  Color Palette<\/strong><\/p>\n

    1.  Selecting from the color palette<\/strong><\/p>\n

         A<\/strong>fter considering which type of logo to use, it is time to move onto color palette selection. Depending on the type of logo used, one color may be sufficient. For other logo types, two or more colors will be needed.<\/p>\n

         W<\/strong>hen choosing colors, it can be beneficial to have a general understanding of the different meanings that colors can convey. Bear in mind that not all cultures or people will interpret colors the same. For the purpose of this discussion we will limit our focus to western perceptions.<\/p>\n

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         A<\/strong>s shown in the illustration above colors can have a psychological impact on the viewer. Bearing this in mind, color palette selection can be utilized to enhance the effectiveness of the logo design.<\/p>\n

         F<\/strong>or instance, red can be used to convey intensity and this can be witnessed by examining the Red Bull logo. If you look at a simple Microsoft font only logo you will see the use of black which sends out a signal of authority or power. Pick your colors wisely for more impact.<\/p>\n

Black and Red<\/strong> – Red = intensity | Black = authority and power<\/p>\n

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IV.  Font Styles<\/strong><\/p>\n

    1.  Selecting the right font<\/strong><\/p>\n

         O<\/strong>nce the color palette decisions are made it is time to pick out a font style group. Font styles impact the overall design by conveying a certain type of feel. Just as with color selection, you can maximize the message of your logo design by utilizing the right font style.<\/p>\n

         I<\/strong>n the examples listed below the message conveyed by the font type is illustrated to give a more clear understanding of the concept. Always pick the font style that will enhance the logo\u2019s message.<\/p>\n

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    2.  Selecting the look and feel<\/strong><\/p>\n

         L<\/strong>ast but not least, is determining the look and feel that will be most beneficial for the logo design. The look and feel of the logo gives it a certain character.<\/p>\n

         W<\/strong>hen the look and feel is a good fit, the logo sends a loud and clear message while simultaneously enhancing the long-term branding effectiveness. Examine the look and feel of the logos shown below to get a more in depth grasp of the importance of making the right choice.<\/p>\n

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V.  Logo Design Methodology<\/strong><\/p>\n

    1.  Step one \u2013 Information gathering<\/strong><\/p>\n

         N<\/strong>ow that we have covered all of the various choices affecting the logo design, it is time to discuss the actual logo design methodology. At Impact Social Media our first step is to gather all of the information that has just been discussed. This gives us a very good generalization of your logo needs and creates a starting point for the design process.<\/p>\n

    2.  Step two \u2013 Research<\/strong><\/p>\n

         T<\/strong>he second step is to do some research on your company. This includes getting a feel for your branding, image, industry, services and products. At this time we will also do some industry specific research and examine the demographics of your target market. The last phase of this second step is additional research into your competitor\u2019s logos and branding techniques.<\/p>\n

    3.  Step three \u2013 Hand drawn sketches<\/strong><\/p>\n

         T<\/strong>he third step is where the real fun begins as the actual design work gets underway. To the wonder of many, our initial design work does not begin on a computer! <\/p>\n

         W<\/strong>e typically begin the initial logo design work with paper sketches, hand drawings and a bit of brain storming. There is something magical about putting ideas to paper and then giving some time to reflect and ponder all of the available design options.<\/p>\n

    4.  Step four \u2013 Computer drafts<\/strong><\/p>\n

         O<\/strong>nce a desirable sketch has been created we begin the fourth step. In this step the drafting design work moves to the computer where we do the development in vector graphics using Adobe Illustrator.<\/p>\n

         V<\/strong>ector graphics are mandatory as this allows for scalability of the finished product so that it can be used on a business card or a billboard without sacrificing appearance quality. The computer drafting design phase is complete once we have produced at least three different logo designs.<\/p>\n

    5.  Step five \u2013 Drafts collaboration<\/strong><\/p>\n

         S<\/strong>tep number five begins with providing you with several potential logo designs. During this step we give you time to analyze and give us feedback. We will collaborate closely with you during this step to ensure that we fully understand your analysis and recommendations on the provided drafts.<\/p>\n

    6.  Step six \u2013 Finalized design <\/strong><\/p>\n

         T<\/strong>he sixth and final step involves incorporating your feedback from step five into a finalized logo design. The finalized logo design may be subject to minor revisions at your request. Once any finalized revisions are completed we will provide you with copies of your completed logo in all of the most common formats such as .ai, .png, .jpg, .gif, and .pdf.<\/p>\n

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