Goodwill is a non-profit organization that provides job training, employment assistance and other services to people who have disabilities, inadequate education or job experience, or those who are unable to find employment. The organization’s history dates back to 1902. Goodwill has a network of several hundred independent community-based organizations providing support to nearly 2 million
An amazing community of creatives works on crowdSPRING. They come from more than 125 countries, speak hundreds of languages, cover all age groups, demographics, experience, religions, etc. They’ve designed logos for companies in virtually every country of the world and in most languages spoken on Earth.
Recently, we asked them to collaborate on a community guide to help buyers understand what to look for when buying a logo design. The logo is one of the most important elements of a brand – many argue it’s the most important after the service or product. The suggestions below reflect the collaborative work of many talented designers working on crowdSPRING. Here we go:
A logotype is an icon, whether it’s made up of just text or just a graphic symbol, or both of those elements. It should reflect your company – its heart and soul – its personality. Keep your audience and products/services in mind because you want your logo to reflect your business. Favor logos that have a strong, balanced look.
Simplicity is vital. A complex logo will be difficult to print and reproduce and may not fully engage your audience. Take a moment and think about brands that are successful and/or famous. Most likely, you’ve thought of companies like Nike, Apple, Volkswagen, Target, McDonald’s, etc. What do they all have in common? They all have logos that are simple and easily recognized when printed by themselves, and when printed in solid black and white.
Your logo does not always need to describe what your business does. Have you ever seen a car manufacturer with a picture of a car as their logo? How about a shoe manufacturer? It would look silly to have a picture of a shoe….on a shoe.
When using icons in your logo, consider icons that could communicate your brand without the company name. (examples: Y! for Yahoo! or the Swoosh for NIKE, or springy guy in crowdSPRING). This will allow you to use the icon as a stand-alone image (on product packaging, for example). For a person to retain and identify with a mark (your icon), a little mental tennis match must be played with it. If an icon is too blatantly obvious or easy to ‘read,’ the viewer often feels no sense of discovery or personal equity with it. But remember that too much abstraction can be dangerous because your message can be lost.
A logo should be visible and distinguishable on a big billboard from 100 meters away or on a small business card from to 20 millimeters away. It should also work well in different size formats like for example on business cards, brochure, t-shirt design and other marketing materials such as embroidery, stamping, embossing, etc.
A good logo will work well in many colors and in just one or two colors (yes, black is a color). A good logo will work well on light backgrounds as well as dark backgrounds, even on multicolored backgrounds.
Many start-ups and smaller companies use their logo on a few marketing materials but use something else on other materials. Be sure that you use your logo consistently and be sure that your logo allows you the flexibility to do so in multiple formats.
Whenever we are asked what types of projects people can post on crowdSPRING, we typically answer with a snarky “uh, there’s like a hundred different things!?! – not just logo design‘.’ That is, until someone recently said “oh yeah, like what?” Dumbfounded at this unvarnished display of brazen audacity, we set out to show them.