Have you ever come across a company logo that looked like a jumbled mess of drawings? Where there were so many elements competing for your attention that you didn’t even know where to look or what it all meant? The job of your logo is to communicate what your business is all about in an instant. But if you try to say too much in that instant, it’s more likely your customers and prospects will either not get the message or get the wrong message.

The key to avoiding a confusing logo is to keep it simple. Here are three easy steps to create a clear, uncomplicated logo as part of a corporate identity development strategy — a logo that communicates your key message to your target audience:

1. Don’t try to say too much. Your logo should tell the story of your brand. That story is made up of four parts:
      
   • Your company’s personality
     
   • The type of services or products you offer
     
   • What distinguishes you from your competition
     
   • Who you can best help

   Once you develop your brand story, scale it back to one or possibly two main ideas that you want customers and prospects to instantly see in your logo. If you’re trying to tell a complicated story, then your logo design will reflect that and have little impact. Again, simple is best.

2. Don’t include too many details in the icon. A logo that contains a lot of visual elements may turn out to be too complicated. Keep the number of shapes, lines, and other design elements at a minimum to make the image as clear and clean as possible. If you include too many design elements, it’s more likely that when you scale the logo down, some of the finer details will be blurred, and it may not print well.
3. Keep the icon and the name of your company separate. If you layer your company’s name on top of the icon in your logo, it can be difficult to read. Moreover, if you include text on top of the icon, the concept may get lost. Separating the image and the company name will make both easier to read and understand.
   

By: Erin Ferree

There are 3 main types of logos that a consultant can choose to use for their business. Each has advantages and disadvantages for the consultant. Here are explanations and samples of each type, to help you choose the best match for your consultancy.

Combination logo: The most effective option for creating a consultant’s logo is to make a logo that contains both a graphic and your company name. This approach is called a combination logo. This type of logo contains both a memorable logo graphic that tells the story of who you are, what you do, and what makes you different as well as spelling out your business name for easy identification. One big advantage of this type of logo is that it combines an image and text – and having both combined will make the logo more memorable for viewers.

Text logo: A logo can be as simple as having your company name typeset in a unique font. The company name can have a small graphic embellishment – like an underline, or it can appear on a colored background. This is a simple approach that can work for many consultants. If you do go this route, you’ll miss out on some of the benefits that you can get by including a graphic in your company name – namely, that your logo won’t have an image in it to help clients remember it. However, if your company name is long, this approach will help you to keep the logo as clean and simple as possible. And, if your consultancy’s services or goals may change over time, there is no danger of your icon becoming inappropriate – since you don’t have one.

Symbol-only logo: You can design a logo that’s a symbol only (think Apple Computers or Nike). This approach is not recommended for consultants, though, because this type of logo takes a big investment in brand education to build up the association of your business name with the logo. Without that association, the logo will not have any meaning to the viewer, and will not help to build your brand.

By: Erin Ferree