Building your Concept
Your concept is the most important factor that will determine what your logo should say about your church or company. Some logos are abstract, simple, modern or dynamic but not all churches or companies can easily be associated with a particular shape or image. For example, a tire company doesn’t have much to work with, except a tire. In this situation you should concentrate on a possible abstract image that represents the message and feel of the company itself vs. coming up with a specific image.
After most companies establish itself with the look and feel, it is harder to change as time goes on. Most companies have enjoyed success without changing their design. Some have not. For instance, take the latest logo concept from Gap Inc they ended up ditching due to an online backlash from the masses. It was a poor execution of design causing Gap to take one step backward in it’s overall brand identity. Good thing they ditched it.
So be sure your logo concept will stand the test of time.
Your color scheme is important and should apply correctly to the companies purpose, vision and values. Most colors make an impact upon viewers. Red and orange are said to signify alertness and danger. Blue tones portray a slight melancholy mood, comfort and relaxation, and yellow creates an irritation feeling. When choosing your colors, keep in mind the company personality and mood.
Keep it Simple
Great logo examples of simplicity come from popular brands like Nike, Pepsi, or even Apple. A simple logo is instantly recognizable and memorable.
Trying to convince potential clients though is not always easy. Most clients will ask “Shouldn’t the logo be more detailed?” A logo that contains to many objects and elements may turn out to be too complicated to allow others to see or understand.
Your logo should look great in all sizes. Try to Photoshop your logo on a bus or a billboard, a sign or a business card or even a pen. Sometimes your logo will be very small, consider what it will look like. Will it stand out? Is it easy to read and understand?
A logo is essentially the heart and face of any organization. The right logo design can be one of your strongest marketing tools. It delivers the message to the public that a company is unique, credible and professional. Make it simple. Make memorable. Make it good.
original article by Aaron Watt