Logo Design

Logo Design

I have been designing logos and developing corporate identity programs for over 30 years. In that time I have learned, to create an effective logo there are several important elements that need to be researched and considered.

Your logo can either be a powerful tool for strengthening your brand’s perception or an encumbrance that may give potential clients and employees cause when considering your business.

When I design a logo for my clients I take several things into consideration–

  • The type of business, whether it is in the technology field, healthcare, education or possibly for a consumer good.
  • Who is the targeted audience?
  • What are the goals of the client for their business?
  • Who are their competitors?
  • What is the message the client wants to make with their brand?
  • Is the current logo tied closely to their branding and been in use for a long period of time?
  • Does the logo signify a new aspect of their business like a merger, acquisition or transition into a new market?
  • What is the level of awareness of their brand in their marketplace and targeted audience?

The answers to these questions help to formulate the creative decisions for developing the best match for a client’s needs. A logo like the entity it represents needs it’s own unique identity and personality to be effective.

The choice of color, font style, weight, space and size relationships are all equally important tools in creating your logo. Many logos utilize icons and graphic marks as a part of their logo. When designing a logo it is also important to understand and utilize the extensive research available concerning viewer impressions to design elements, style and symbols usage. You must ensure that your logo does not resemble the branding of your competitors or other well known brands. You also need to be sensitive not to convey a negative message or imagery that your targeted audience can misinterpret.

The successful creation of a logo is both an art and a science. Many businesses use inexpensive stock art and inexperienced designers to create their logo. It is important to understand that the chances are that the same stock art you purchased is used by many other business. The other hazard you should be careful of is the font you use and how it is modified. It’s all about how much you value your businesses' reputation and branding.


A logo is an intellectual property and can be copyright protected. You can register your organization's name and logo with the Library of Congress United States Copyright Office, (copyright.gov). When developing a logo or a name for a business or product you should always check the Copyright Office’s database to make sure that your logo and name are not like any registered logos or names. An organization that has a similar logo or name that has been doing business for 3 years or more can challenge your ability to use your logo through a cease and desist court order which may result in significant financial penalties.



26 June 2017


Corporate Identity

Contact Information

Jeffrey Whetstone

phone: 630-244-3476

Chicago, Illinois, U.S.A.



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