A logo is an essential part of any company’s brand. Many times attorneys overlook the importance of this graphic, seeing it only as a fancy graphic on the firm’s business cards and letterhead when, in reality, a professional logo can be representative of a practice’s expertise, commitment to excellence or a reinforcement of their dedication to their clients. If your firm is working to develop a logo in the year ahead, consider the following pointers:
- Make sure it is unique
Don’t look for other local firms for inspiration. Instead, think long and hard about what your firm is all about, and then develop a graphic which is indicative of these core principles. A graphic designer should be able to help you identify some good representative abstract images but before they do, they need to have a very clear idea of what you’re all about and how you want to be perceived by the world.As you brainstorm ideas and review designs, don’t be afraid to embrace visual tension. Elements may be off-center, overlapping, cut-off or in variousunusual shapes- these unique attributes are all part of what makes a logo memorable.
- Avoid an overly intricate design
When developing your logo, keep it simple. The graphic doesn’t need to be complex to be memorable; in fact, if you think of some of the most well-known brands they all have one thing in common when it comes to their logos – they’re very simple. As you review designs, make it a point to view them in a very small size (like you would see on a business card) and also a much larger size (what you might see on a sign in the reception area, for example). In doing this, you will see whether your detail will be lost at any size.
- Make sure it looks good in color, and also in black and white
While you may prefer your logo in color, you’ll likely find that your logo appears in black and white from time to time (think photo copies). Make sure that your logo still makes a powerful impression whether it is in black and white or full color.
- Working with your other marketing collateral
Do you have a website design that you absolutely love, or a brochure that you give to all clients? Make certain that the logo you’re designing will work well with this collateral or you had better be comfortable with changing your other marketing materials to include this new graphic once it’s finalized.
Once you’ve finalized your logo, request that the designer provide it to you in a wide array of different formats (JPEG, EPS, AI, PDF, etc) and in both color and black and white so you have it ready for any marketing opportunity that may present itself.
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