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Logos
In our last edition of Prime Advantage, we talked about branding, and why it’s so important to the success
of your business. Now, let’s talk about one very important aspect of your branding efforts…your logo.
View our Logo Gallery.
By definition, a logo is an iconic symbol designed to represent your company, organization, product or
service. A well-designed logo will become immediately recognizable by potential customers, especially if
it is always presented in a consistent manner.
There are three distinct aspects to a complete logo:
| 1) | Logo type: text or abbreviated text |
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| 2) | Icon: symbol or brandmark |
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| 3) | Tagline: Description of the company, product or service |
These are the basic elements of an effective logo:
| • | Represents the brand/company appropriately |
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| • | Displays good design principles (space, color, form, consistency and clarity) |
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| • | Unique – not subject to confusion with other logos among viewers |
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| • | Functional – keeps its integrity while being used in many different ways |
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| • | Effective when used in either large or small sizes |
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| • | Works in both full-color and black & white |
At Prime, we know that a powerful logo is the first, and possibly the most important piece of your branding process. If you currently have a logo, our Print Media Director, Addy Trettel, and the experienced design team at Prime can help you to evaluate its effectiveness in representing your business. After the evaluation,
they may recommend freshening up your current logo, or even creating a new one.
Here are some basic design practices used when designing or reworking a logo:
| • | Avoid being over-the-top in an attempt to be unique |
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| • | Keep the number of colors to a minimum, and try to limit them to spot colors |
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| • | Design with vector graphics so the logo can be resized without losing quality |
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| • | Produce alternative versions for different uses (i.e., vehicle graphics, banners, screen printed or embroidered apparel). |
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| • | Avoid photography or complex images that reduce the logo’s instant recognition |
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| • | Avoid culturally sensitive imagery |
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| • | Be aware of design or trademark infringements |
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| • | Develop guidelines for consistent use of the logo (Graphic Standards Manual) |
No matter whether you stick with your current logo or start with something new, it’s of utmost importance that
your logo be constantly and consistently visible to your audience. Check out our logo examples to see how Prime
can help you create a strong, consistent presence in the marketplace and stay ahead of your competition.
Check out a few of the logos we've done for our clients in our Logo Gallery.
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