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Stop the Slaughter of Innocents. Congress is bought and paid for by gun lunatics and gun promotion groups. If you want to live in a safe America, help buy Congress back for America. Send a donation to Mayors Against Illegal Guns, 909 Third Avenue, 15th Floor New York, NY 10022

Your Logo - Much More Than a Decoration

What are the company logos that you remember the most? As you are about to design your corporate identity, take a look around and notice the logos that are all around us. Most of the time, they are very simple icons. Sometimes they graphically represent exactly what the company does, but others are a simple mark that makes an impression. Here are some tips to help you get a memorable corporate identity of your own:

1. Find a Designer You Can Trust

First of all, you need to find someone that truly understands the importance of the creation and implementation of a company's identity. Beware of a designer that says "Yeah, I do logo design." A logo is only part of the package. In order for the logo to work, it needs a color scheme, fonts that complement it, and a complete 'look and feel' that ties all your communications together.

Take a look at the designer's portfolio and make sure that they have designed memorable, striking logos, but also make sure that you take a look at how those logos were applied to different types of items such as business cards, brochures, Web sites and even 1-color giveaway items like pens and magnets. In every occasion, the logo and surrounding design elements should work as a cohesive whole. If they do not work, the designer does not understand the true idea of corporate identity design.

Make sure that the designer can answer tough questions about their design choices. There should be a reason behind everything that was done. Remember, your identity is going to be with you for a (hopefully) very long time.

There are now many cheap, fast logo creation services online. Many people are satisfied with these services, and they seem to do a decent job of creating a logo. But corporate identity design is a whole other matter, and these logo design Web sites don't fully address this more complex issue.

2. Think Simple

Once you find a designer, make sure to explain to them everything that your company does. Make sure that you can articulate your company's philosophy of doing business and what sets you apart. The corporate identity process depends on conceptualizing all of these abstract ideas.

Remember, though, that some times the simplest expressions are the most memorable. If your company manufactures widgets, trims them on a machine and then delivers them to a store, don't expect to be able to show that entire process with one small icon. Instead, concentrate on what sets you apart. Maybe it's your personal touch, your strong foothold in the marketplace or your innovative ideas. Don't be afraid to simplify.

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