The Cornerstone of Your Company Design:

Logo HereIf you think your great idea and your business plan is the chief cornerstone of your business, you're in for a rude awakening. Granted, your business plan is important, your great idea is important, but how you really portray those ideas to the public is the chief cornerstone of your business.

That's where your LOGO comes into play. Let's stop for a minute and determine what your logo is and what it should do. Your logo defines your identity as a business.

Your identity is what portrays you to the public. A combination of elements. Your logo. Your brand. Your style. Chosen correctly the logo can propel your business to national recognition and become household symbol.


When your are having this cornerstone created it will most likely be your job to select the logo from a group of concepts that are supplied to you.

When you do, look for these things when you select your logos. There are five important keys to consider when selecting this cornerstone.

Scale-ability: Will it be easy to see and clear under a variety of situations? You want a logo that can be understood as a 1” square as easily as it can be enlarged to fit on a billboard.

Less Is More
: A good logo should be complex enough to portray a little about what you do, but simple enough to be scaled down. Because a logo must be scaleable it’s important that there are not too many elements crammed into the artwork. Avoid adding unnecessary or cliche elements to the logo.

Focus: Your logo should express the focus of your business. Think about your business. If you had to sum it up in one word, what would it be? Now, is that word symbolically reflected in your logo? Does your logo say trust, stability, efficiency, pride, confidence, luxury or faith? If the symbol, graphic, or text arrangement you’ve chosen doesn’t express who you are, consider a revision.

Recognizability: The most successful logos are those that can be recognized with a quick glance. If consumers have to look closely at the logo to determine what it represents, you might want to re-evaluate your logo based on these logo development principles.

Color: Last but not least, be sure your logo will translate well into black and white. Color logos are common, but there are still definite applications for a black and white edition. You want to make sure that when translating your logo, you don’t lose any detail or inferences.


Where does it go from here?

Now, in case you haven't put it all together it's important to realize that the logo you select will ultimately be used on every piece that ever comes out from or for your company. From business cards, and brochures to magazines and websites your logo will be the driving force identifying you to the outside world and your future customers.


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JP Jones has been with us since Friday, 09 October 2009.

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