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I went to Graphic Arts College. I was 18 years of age, it was the late 60s and there were many distractions. I thoroughly enjoyed my time there despite it proving I suffered from a lack of talent. You can appreciate why I consider email marketing templates an essential.
In order to help pay my way through college I designed logos for local businesses, my inability to come up with new ideas being compensated by my lack of embarrassment with regards to copying the ideas of others.
I recently decided to update my aging, and rather naff, self-designed logo. I assumed that students were just as penurious nowadays so I went to a local art college and was allowed to view their notice board. There I found a rather attractively designed advert offering ‘corporate design packages for reasonable rates.
The woman said that if I did not like her design I would not have to pay although I should not expect the perfect logo any more than she expected the perfect boyfriend. She studied my website, the email marketing templates and my products. She said it would be no problem.
I liked her confidence. My trust in her was repaid and I thought my new logo excellent value. So what made it so good?
A logo has to perform many functions and its criteria can seem contradictory at first glance. If you are going down the professional route then make your requirements known to your designer from the outset. It will primarily need to convey something about what your company stands for.
It should define the brand and show what it stands for, perhaps taking design elements from your website, etc. Although a logo is frequently seen on its own it needs to relate to the rest of your business.
The advice used to be to keep a logo square or nearly so but the only essential is that it is happy in both colour and monochrome, and probably equally at home static and mobile.
Make it something unique, perhaps a little exciting, and do not be put of something challenging. It should, must, be memorable.
It needs to be recognisable in seconds so simple is a great criterion. Conversely it needs content, something people can relate to. A lone word can lack drama.
Go for a typeface that is a little different, but relevant. If you are into soft furnishings then harsh edges are not, perhaps, what you should go for.
Design in a ‘gotcha’ moment. Nothing too obscure although I still remember the first time I saw the arrow in the Fed Ex logo. I’d missed it I don’t know how many times.
Make it scalable. You will want to put it on business cards, fit it onto your email marketing templates and also on posters.
Finally, remember that, as always, there are no rules. If Arial is just the font you need, then go for it.
Before you try to design one yourself, try and think of as many logos as you can and then wonder what percentage were the products of amateurs.
And, personal experience here, try a local art college. The students need the money, they need the success and they need to realise that if it isn’t commercial it is just art.

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