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The final type of logo is a combination of the aforementioned types. Most common is a glyph or alphaglyph with the name of the company, in a particular alphanumeric style, placed on the side, top or bottom of the icon. It's the arrangement itself for this type of logo that is important, for how it appears on all marketing materials should be consistent with every piece created thereafter including business cards, brochures, and catalogs, to name a few. This is where the "identity" portion of one's company comes into play, where not only will a particular logo be recognizable, but all materials which represent your company are unique and recognizable as well. Examples of combination logos are also numerous and vast, but, to name a few are Ameritech, United States Postal Service, Acco, and Logovations (I couldn't help it!). Good examples of identity programs are Apple, FedEx, Adobe Systems, and Sony Corp.

Do you need a logo? Not everyone does. Sure, one can put one's company in bold-faced type, all capitals and be done with it. But if you do that, ask yourself:

Some questions I ask a client are

These are questions you should also ask yourself, not only when considering a new logo, but when creating anything related to your business, whether it is your business plan or a capabilities brochure.

So, as you can see, logos and marketing materials are an integral part of your business, and their focus should not be any different than your overall business and marketing strategy. Bottom line, if you have a niche market, a logo may not be necessary, but if your competition is fierce, such as being in a retail market, a good logo and identity strategy may make or break your product. Even if you run a one-person operation, your image can APPEAR to be a 100 or 1000 person company if your identity strategy is consistent and on-target.

Image is credibility. Image is customer relationships. Image is perception, opinion and environment. Image is respect. Image is power. Image is everything.

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About the Author
Michael Lambert is the owner of Tidal Works.



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