Logo design is a critical element in the success of your brand’s image. While a great logo enhances perception, a poorly designed logo can potentially damage your brand. So, when creating your own logo, keep in mind this advice from Jared McCarthy:

Design in black and white. It’s easier to evaluate the quality of a logo when rendered in black and white. Color can mask a design’s weakness. Therefore, ask your designer for initial presentations in black and white.

Shape and style matter more than color. Most successful logos are simple in design, e.g. Nike’s swoosh or the stylized font of Coca-Cola’s name. They are also sufficiently versatile to make a statement in any situation, whether on the side of a bus, on a business card or embroidered on a shirt. Should you decide on a complicated design, make sure the central element can be clearly recognized in the blink of an eye.

Color counts. Don’t pick a color simply because it’s your favorite. You might love blue (which conveys heritage and dignity), but a fun and cheerful orange hue might better serve your business. Also remember, the colors you choose will have to be consistently and accurately reproduced in various media.

The Po!nt: With a simple—yet distinctive—design and the right color choice, you’re on your way to a successful logo.

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