First impressions are extremely important and your company logo is is often the first chance you have to make an impression on a prospect.
1. A Logo should match your brand voice A logo is something that represents your brand; it should be something memorable that helps your audience relate it to the brand. Its colors and shapes are what people associate with your company. Is your company known for being traditional or conservative? Or are you in a creative field and you want to be known for out of the box thinking?
2. Your logo should relate to a tagline. Does your company have a tagline? Your logo should support or relate to your tagline or business name. Allstate Insurance, for instance, features an image of cupped hands and the tagline You’re In Good Hands. Would that be as strong of a brand statement is the logo did not support the words? Likely not.
3. A logo should also distinguish you from your competition. Don’t duplicate what everyone else is doing.
4. Do a size check. When considering logo design, opt for something simple rather than complex and a design that will carry over in the printing process. Think of size: an intricate logo with several different graphical elements might look great at a large size but shrunken down on a business card will become difficult to see.
See more on logo design from David Airey here.
Take a fun quiz here to test your tagline IQ.
keep graphics small
The internet is most likely the only place where you can actually bore viewers by being too exciting.
When creating a website, the designer must walk a fine line – balancing the “WOW” factor with the “now” factor. For each complex graphic added on a site, the site’s load time continues to increase. After a certain point, visitors will abandon the site before everything has loaded.
Smaller file sizes help company servers run smoothly, increasing productivity for everyone involved. While technology continues to improve, most people on the Web are still connected at 28.8–and even this speed is not always maximized..
With a 28.8k connection, your computer can receive, on average, 2K per second.
As a rule of thumb, if possible, keep all graphics under 20K. Essential graphics for navigation should be less than 10K. This can be accomplished by using a reduced color palette, such as 4-bit instead of 8-bit. On many occasions, this will cut the resulting file size in half.
Keep this in mind when choosing a file type and screen resolution as well. Graphics with many colors should be saved as JPG files, while graphics with few colors can be saved as a GIF.
After using these rules, your website’s viewers will surely thank you for their newfound increase in efficiency. Who knows, they might even feel a little bit less stressed!