Logo Design in the New Millennium

Logos have become a cultural phenomenon of modern life. Their purpose is to create an instant and indelible link to a company and a brand, and very often, the lifestyle associated with it - at a glance. In the same way the mere mention of the state 'Louisiana' instantly conjures up visions of New Orleans, Mardi Gras, Cajun food, gumbos, crawfish, alligators and bayous, the Nike 'swoosh' conjures up their famous slogan 'Just do it', without having to see it written out, along with images of athletic excellence, games and athletes that fans have followed with great devotion, apparel that the public either own, or aspire to own, the lifestyle and ethos of the brand. All that from just one 'swoosh' - that's great Logo Design in Louisiana.

Logo Design in Louisiana is deceptively difficult. A logo has to be simple - and designing something simple is not easy. The more complex an image is, the harder it is to remember. That's why the logos of all the biggest companies are devoid of clutter. Apple Inc's 'apple with a bite taken out' is a great example of brilliant Logo Design. It's simple and memorable, and as importantly, scalable. It can fit on an iPod, or a billboard or a business card without losing any of its impact.

Logos should be timeless. The point is to make a link in the public's mind between a brand and a simple image. Keep switching that image around, `nd it quickly becomes confusing, and makes a brand seem unreliable. The idea of a logo is that it should be a permanent representation of a brand - so good Logo Design to begin with is essential. Don't think you always have to update everything: - Many famous companies have used the same flowing script for generations - it never dates, it never gets old. Your grandma can spot Kellogg's cereals in the supermarket as easily as when she was a young, because the style has never changed. In the same way as the greatest traditions of Louisiana are timeless, and never need updating, neither does a good logo.

Many logos are simple images. Notice that a logo doesn't have to represent the products of a brand. The 3 stripes tell you 'Adidas' - they don't need to add tennis balls to the logo to make it clear what their brand and products are. The Mercedes Benz logo is not a car, the McDonalds 'Golden Arches' are not hamburgers....you get the point. In fact, trying to make a logo look like the product ends in disaster more often than not - it's difficult to scale a car down to a business card size, but the Mercedes logo is a breeze.

Although many of the greatest logos are simple images, remember that single letters, initials and words are also images. With the right font and use of color, they can make for memorable logos. Examples of great Logo Design using words include 'FedEx' (with its hidden, subliminal arrow) and Microsoft. The rule to apply with both images and text logos is to keep it appropriate. Bright colors and cartoon fonts are not appropriate to a law firm, and muted colors and text are not appropriate for a toy store. Color is important - the public tend to associate diet drinks with colors like silver and light blue, green products with green, and so on. That said, good Logo Design should mean that the logo translates as well in black and white as it does in color.

The point of a good Logo Design in Louisiana is to create a unique link to a brand in the mind of the consumer. Logo Design should always strive for individuality - a logo that looks like someone else's misses the point entirely. Also remember that for big brands, their logos are priceless. Try to copy them and you will find yourself at the end of a serious lawsuit.

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