Graphic Design

  • What makes a good logo? The logo has to be simple and short, yet very easy for even the sub-conscious mind to remember.

    Complex logos combined with gradient tones, metallic finishes and 3D effects are attractive, but not very practical. The cost of advertising or printing a full color logo will be much more expensive. Most businesses need a logo that is looks good whether it is 2 metres tall on a panel van, or 1 inch wide in the corner of an Excel spreadsheet. It needs to work equally well on a business card, a cardboard box, a brochure, street signage or a web page. It should also have a black and white version for faxing and invoicing, as well as a version for dark backgrounds.
    Using Colour

    Blue represents harmony and stability; brighter blues are more dynamic, baby blues are softer and navy more conservative.

    Red is the most dynamic of colours, but can seem aggressive. It can be used with other primary colours to convey "fun".

    Yellow, Brown, Orange, Green in combination give a sense of nature, earthiness and warmth

    Green is creative, environmentally friendly and forward thinking (green for go!) It is not commonly used because it is difficult to print accurately (it is a combination of cyan and yellow for CMYK printing presses).

    Purple, gold and silver are often associated with royalty, wealth and opulence

    Black and grey show self-confidence, power, strength and trustworthiness, but can seem to conventional if not used in combination with more dynamic elements and styles
    Using shape

    Curves and straight lines also play a role in the end product of a logo. Curves could signify being a soft caring and support specialist type business.

    Straight sharp lines can show that the company is in the high tech, engineering or number-orientated sector with both its feet on the ground.

    Diagonal lines show innovation and are very appropriate for a dynamic or creative brand

    Logos with a spiral or "swoosh" are used to show energy and continuous improvement.

    Squares are stable, triangles combine stability with dynamism, and circles show completeness.
    Fonts

    San-serif fonts are very legible on computer screens and tend to look modern. The more "rounded" the font (the "O" is as wide as it is high) the more "humanist" the company (see circular shapes). Tahoma is a "square" font.

    Serif fonts (like InCert and WebNet) might be considered "old fashioned" but are ideal for a company wanting to stress traditional values like stability, service and professionalism.

    Decorative fonts (like the Snowball Rally and biker Buzz) should be used with care. What can seem clever at first glance, can look dated and "corny" when you have stared at it on your letterhead for 2 years.

    A logo must stand the test of time, representing your company to the world for years to come! That is why logos can be expensive and
    time-consuming to develop.

     

    Client Case Studies


  • ALSTOM     is a global specialist in the fields of power generation, power transmission and distribution, power conversion and electrical contracting. InterComm handles work for two divisions, primarily in the design and creation of Product CDs.
    Schuch Properties - a small site for a property broker, InterComm also handled the design of his corporate identity, stationery, internal customer relationship system and other marketing tools such as banners and advertising boards. The site was closed in 2007.

    Walroflex     - industrial product supplier. The company website has since been superceded by the group website for Pamodzi Industrials, also handled by InterComm.
    Ponelo Group - a black owned company specialising in project management and consulting services in mining and property development. The company closed in 2006, but plans to relaunch in 2009.
    See my latest articles in InterComm's free online Management Magazine at www.intercommerce.co.za