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Design Guidelines There are several criteria that a design must meet to be considered a well-designed and effective logo. Please consider each of the following during the design process: 1. A logo should reflect the organization it represents Is your organization small and fast-paced, able to act and adapt quickly? Is it reliable, friendly, trustworthy, and established over a long period of time? The qualities that describe your organization should translate into the design of the logo through choice of shape, typeface, and color. For example, an older serif typeface, conservative colors, and quiet shapes may be appropriate for an organization with a long history and tradition, whereas a more modern typeface, brighter colors, and dynamic shapes may be more appropriate for an organization that brands itself as cutting edge. 2. A logo should be simple, unique and immediately recognizable A logo is effective if it is immediately recognizable. Therefore, it's best to a keep the design simple, direct, and to the point. The more complex the logo (e.g. a very detailed illustration) the more time it takes the brain to process it visually. Simple designs also tend to translate better across sizes (from small business cards to large city billboards), across media (from high resolution print to low resolution web format), and across colors. Avoid using graphic clichés (see "General Tips" below) - using them defeats the overall purpose of creating a unique identity for your organization. 3. A logo should function in ALL intended media formats and sizes A logo should be designed with ALL possible end formats in mind. Certain graphic treatments (e.g., fine lines, color) break down when the logo is presented in a very small size or at a low resolution (on a computer screen). If a logo works well in some media, but not in others, then it still does not meet the criteria for being a well-designed logo. 4. A logo should function in black and white When initially developing a logo, design in BLACK & WHITE ONLY. The rule of thumb is that if it works in black and white, it will certainly work when you add color. Often materials incorporating the logo will be faxed or photocopied. Sometimes the logo will be viewed by someone who is color blind. Ensuring that the logo design works effective in black and white will cover all these bases - the core essence of the logo should not be dependent on color. Back to Top General Tips Here are some general tips to also keep in mind when designing your logo: Avoid design by Committee Design by Committee results in hybrid logos - which never work. A final logo design has to be a single coherent unit. Gather overall feedback to give to the designer (e.g. the design needs to be bolder, cleaner, more emphasis on the name, more graphic, etc.) but do not give instructions to literally mix and match specific elements. Assign the project to a competent logo designer and then trust their judgement and experience. Avoid Clichés Graphical elements like drop shadows, gradients, complex detailed ilustrations or clip art can too easily look cliché and unprofessional. They also may not translate well across a range of sizes and media formats. Likewise, be careful not to select a typeface that's too generic or the other extreme - too trendy. You want your logo to stand out, but not to look dated. Take the time to develop your logo thoroughly - don't use short cuts. Less is more Avoid very literal representations of what your organization does. Do not try to express the organization's entire philosophy or mission through the logo - instead, pick a single concise concept or message to communicate. Many of the most successful logos of all time mean say nothing on their own - it is the brand association that gives them meaning over time (e.g., the Nike swoosh). Design your logo to be visually recognizable - but let your websites, newsletters, presentations, etc. explain exactly who, what, and why you are.