Your Logo Should Be Simple

Why? There are several reasons. When it comes to communication, there are a few principles that must be followed to be effective, and when considering the development and use of a logo, you are using a VISUAL communication tool.

Important Principles of Communication:

Clarity.
Context.
Comprehension.

Clarity: your logo needs to be clean and clear. People should be able to immediately discern its intended shape, and if that shape is representative of something, what it represents.

Context: if you are using a logo to convey a complex thought, it will typically require the use of multiple images to get the "word" across. Make sure they all fit the context.

Comprehension: can a person understand what you are trying "to say" by your logo?

For example, if you own a business that specializes in recreational marine safety, you logo may include a typical pleasure craft (clarity), a life preserver (context) with the words "Water Safety Specialists" around, above, or beneath (comprehension).

Hey, but keep it simple! Just the most simple lines and fill colors. Your logo is not a painting to be hung on a wall and admired.

What you want is simplicity. The goal is to enable people to quickly and easily identify your company by the brand. This includes the shape and colors.

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A1 Graphic Arts
by A1 Small Business Marketing
PO Box 2851
Port Angeles, WA 98362

(360) 565-8312

What does the word "Logo" Mean?

The word "logo" comes from the Greek word "logos", which is translated "word" into English. The base meaning of the word is simply "word" , "to say" or "speech".

In John 1:1 in the New Testament, Jesus is referred to as the "Word" (LOGO) that was made flesh. So, Jesus was God's "Word" in a human body. From the perspective of a follower of Jesus, God "spoke" to man by sending Jesus, and the perfect representation of God that spoke to man.

A logo is therefore intended to be a "word" about your business that speaks to your target. The perfect logo would tell everyone that sees it exactly what you do and how you can help them.

The first truth about your logo is that it is expecting too much to expect this!

You will need to add your marketing message as a companion to you logo in order to speak clearly and concisely to your target audience.

Your Logo Should Be:

Simple.
Created in Vectors.
Reproduceable in Black & White.
Used Consistently.
Printed on ALL of your Media.