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Glossary of Terms - Logo Design

Logo design is an important element in the development of any business, company or brand. A logo is a graphic symbol or icon that is central to the identity of the owner and usually consists of four elements:

• The symbol or icon itself
• Wording
• Colours
• Typeface

Logo design would typically involving developing these four elements and bringing them together in a manner to create a logo which embodies the essence of the company, business or brand. Logo design when effective will produce a symbol which reflects the core values of its owner including its function, its way of operation, its product or services and its points of difference.

Logo design is a complex process and possible one of the most difficult aspects of graphic design to perfect. The process of logo design can be very long process, often it includes the development of numerous initial design concepts followed by market research focus groups to obtain customer feedback. The final logo is then developed with the findings of the research groups along with the expertise of the designers and the ideas of the owners. The usage of these types of logos are often guided by a design bible, this bible is developed alongside the logo design process.

For small and medium sized businesses budgetary restraints often mean that a longer, more costly scientific approach to logo design is not possible and that the owner of the new logo must rely largely on their own ideas and good understanding of their requirements by professional designers. For logo design the use of professionally qualified designers is vital.

From the designers perspective there are several rules concerning good logo design work:

• A logo should be able to be reproduced in a number of different forms and sizes to meet requirements e.g. large or small, black/white or colour, online or offline
• Do not try to hard to be unique but do be distinctive
• Do not use too many colours
• Avoid anything that may be offensive

Do not use photographic imagery as part of the logo unless it can be broken down to a simple image or element at low resolutions.

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