A logo is a critical element of a company’s long-term branding success. It frequently acts as the first impression customers, prospects, suppliers and the media have of a brand. It appears on everything from business cards and letterhead to Web sites and signage. To follow are five tips that our expert designers at Cartis Group suggest you remember when setting out to create a memorable and lasting logo for your brand.

1. Clarity
A logo should be a clear, dynamic presentation of the brand it represents. This does not imply that a logo must be a literal interpretation of a company’s mission. Developing visual metaphors and iconography are powerful ways to illustrate the essence of the brand.

2. Longevity
A logo should be designed to last for as many as 10 to 15 years. Companies such as Coca-Cola, McDonald’s and Ford are all evidence of the power of long lasting logo designs.

3. Personality
A logo should capture the personality of the brand. This personality is an extension of a company’s identity – who they are, what they do, how they work, how they want to be seen. A successful logo not only identifies a brand, but also feels like it is a part of the brand itself.

4. Originality
The primary task of logo design is to distinguish your company from its competitors. In the end, a logo should always be unique, one-of-a-kind and ownable.

5. Reproducible
Most logos will be reduced in size to fit on a business card, sometimes needing to go down even smaller. Successful designs maintain design integrity and readability when reduced or enlarged. Superior logo designs are also easily and inexpensively reproducible in a variety media.

To find out more about great logo design, please call or email Sara Breuer, sara.breuer@cartisgroup.com, at 800-479-2616.