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Transcript:

How to design a logo that works.

A logo is the anchor for your brand. It helps define and frame your product or service in the mind of the customer.

Despite this, many logos aren’t given the proper attention they deserve during the design process.

Here are several fundamentals to know about when designing your logo or brand identity:

Pick your color palette carefully. Colors communicate subconscious messages to your customers. Remember, you’ll be living with these colors for many years, so be sure the colors you choose represent the message you’re trying to convey.

Resist the temptation to use trendy typefaces in your logo. What looks contemporary today will look dated tomorrow, so try to use neutral or classic typefaces whenever possible.

Vertical logos are often, but not always, difficult to work with. Most professionally-designed logos are horizontal, which helps when designing stationery, advertising and signage.

If you’re logo will be used in retail signage, design it with that in mind. Subtle colors that look good on a business card often disappear on a storefront.

For every rule in logo or brand identity design, there’s an exception. These are general guidelines to help you get started and to teach you what to look for in good design.

Remember, you’ll be using your logo virtually everywhere, so its almost always worth paying a professional design firm to create your brand identity. A little bit invested today will save you a lot of money in the long run.

The 60 Second Marketer is an online magazine providing tools, tips and tutorials for marketers around the globe.