Getting Started: Before you begin sketching or learning how to design a company logo, first articulate the message you want your company logo to convey. Try writing a one-sentence image and mission statement to help focus your efforts. Stay true to this statement while creating your company logo. But that may not be enough to get you started. Here are some additional tactics and considerations that will help you create an appropriate company logo: Look at the logos of other businesses in your industry. Do your competitors use solid, conservative images, or flashy graphics and type? Think about how you want to differentiate your company logo from those of your competition. Focus on your message. Decide what you want to communicate about your company. Does it have a distinct personality-serious or light hearted? What makes it unique in relation to your competition? What’s the nature of your current target audience? These elements should play an important role in the overall design or redesign. Make it clean and functional.

A good company logo should be scalable, easy to reproduce, memorable and distinctive. Icons are better than photographs, which may be indecipherable if enlarged or reduced significantly. And be sure to create a company logo that can be reproduced in black and white so that it can be faxed, photocopied or used in a black-and-white ad as effectively as in color.

Your business name will affect your company logo design. If your business name is “.C. Jewelers,” you may wish to use a classy, serif font to accent the letters (especially if your name features initials). For a company called “Lightning Bolt Printing,” the company logo might feature some creative implementation of-you guessed it-a lightning bolt.

The best logos make an immediate statement with a picture or illustration, not words.

Don’t use clip art. However tempting it may be, clip art can be copied too easily. Not only will original art make a more impressive statement about your company, but it’ll set your business apart from others.

Avoid trendy looks. If you’re redesigning your old company logo, you run the risk of confusing customers-or worse, alienating them. One option is to make gradual company logo changes.

Try not to exceed three colors unless you decide it’s absolutely necessary.

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