A logo is a trademark name of a company or organization. It can be made up with text, color and
unique geometric shapes: spiral, photo icon, etc. Most important its goal is to build a company's intended corporate identity.
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Understand the company's goal.
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Choose a special font to convey strength and elegance.
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Use color to give a fresh look and feel. See Color Scheme.
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Use shapes to make a distinctive and recognizable identity.
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Do not use clip art on your company logo design. Most images are widely distributed and free. It makes your logo less credible.
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Give your logo slightly drop shadow effect. It must be subtle. This only works for some logos.
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Ask for feedback from strangers to you an unbiased opinion.
Your logo essentially is your business identity.