“The first thing you do when you start an organization is get a logo.” ~ Colin Powell, former US Secretary of State 
To be creditable as a business you absolutely, positively have to have a logo. Corporate giants are so enamored with logos they spend millions on the perfect visual for their product or service. And they’re right to do so: it’s important to have a symbol that distills your business concept, uniquely represents your business, and communicates your personal style. Note that not all logos are images, like the Nike swoosh. A logo can also be text, like Coca-Cola’s recognizable script. However you work it, a logo is a critical part of your business identity. If you have one, great! If you don’t have one, you gotta get one. Start it today…
Getting a start on your logo
A great place to start is the morgue. That sounds grim, but it’s just publishing jargon for a collection of samples you’re saving for later. Starting a logo morgue is quick and simple, just grab a folder and label it “Brilliant Logo Ideas”. Next, keep your eyes open when looking at magazines, reading the newspaper and browsing the Internet. As you find logos with text styles, colors, images, and designs that you’d like for your own, clip or print them and add them to your morgue. If you spend a lot of time on the road, watch those signs and billboards; carry a digital or disposable camera to record your finds. Print or develop your shots and add them to your morgue. Got scribbled sketches on napkins? Ideas from family and friends? Put them all in there.
Discovering your logo theme
When your folder is bulging with favorites it’s time to play! Spread everything from your morgue folder on your desk and look for a theme. Ask yourself:
- What colors do they have in common? Are there lots of cool blues and greens or are there more vivid reds and oranges? Do you lean toward straightforward black and white?
- Is the imagery similar? Are they mostly simple clip art or did you choose more detailed illustrations? Are they realistic or abstract?
- Does the text look the same? Do they have simple lettering or are many a decorative font that’s a logo all its own?
You’ll likely come up with other questions along the way. Take the time to write down both the questions and your answers. When you get a feeling for you’re going for, fiddle with design software on your own or hire a design pro. Compiling and assessing a morgue takes some time, but it’s a fun bit of prep work that puts you one step closer to a symbol that perfectly expresses your business identity. TIP: Morgues are first-rate for collecting all kinds of design ideas. Keep separate folders for: distinctive brochure designs, notable business cards, clever ads, and compelling copywriting.
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Nice post, a lot good processes explained. Like the title as well.
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