Number 209 - October 2000

Logo Design - Part 1
by Gail Pittsford, Tacoma Open Group from Microcomputers
A company logo is of prime importance to a business. It must be immediately recognizable and must evoke the company’s image the instant anyone sees it. It also must be capable of reproduction in every conceivable size and medium. A design that is appropriate on a billboard may not translate well to a letterhead or to being engraved on a pair of cufflinks or printed on checks.     Color and typeface are also part of the business image. Color is even more important than ever now that color printers are so accessible and inexpensive and can be incorporated into stationery, forms and in-house manuals. You may not have a vehicle that you will paint with the "house color" but you can give out key chains or mouse pads featuring the color and typeface you want identified with your image.     The selection and use of type in a business identity program is almost as important as the logo itself. Pick a family of typefaces that matches the image you wish to project. A classical typeface used in a contemporary manner can reflect a company’s tradition and stability while indicating an up-to-date approach to business.	A large business will have standard type specifications; not just the typefaces but the size and weight of type for each application. Details of line width, letter spacing and leading are all part of a full corporate type specification. That way all communications: memos, letters, forms, stationery will all be a recognizable aspect of the company image.     Note how this image, with its red and white coloring and distinctive flowing script brings to mind Coca-Cola even without the trademark name. It would not be a good idea to try to imitate this in any way; you would quickly hear from the company’s lawyers. This identity has value.
Number 209 - October 2000