LOGOS

Next to naming a company, creating a corporate identity can stir emotions more than anything else you will do in the early planning stages of your business. It makes sense, after all. Your company name and logo speak volumes to the outside world. Your logo, in the best cases, is a statement of who you are and what you are all about as an organization.

The first step before you embark on your identity development is to develop your company's brand strategy and target audience profiling. The next step is to translate all that information into your logo design. Ask yourself whether you want your company to be perceived as big and traditional or modern and eclectic, technology- or service-driven, or serious or fun. Whatever your answers, ACTERION can convey them in your logo design. However, there are limits. Some company attributes may be so esoteric that they are hard to convey in a single logo design. Bottom line: Don't ask your logo to do too much, and you'll be fine.

Just as you should choose for your company a name that won't embarrass you down the road, have your logo designed with an eye on the future. ACTERION will make your logo timeless so that people will always relate to it. And while it may be tempting to go with the trendy colors and typefaces of a particular time, keep in mind that they will quickly look dated, along with your company.

One of the biggest mistakes companies make in logo development is that the logos can be used only one-dimensionally. In other words, the logo looks good on a business card, but that's about it. Either the colors are too thin, the types too light, or the logo just doesn't transfer well when you shrink it or place it on a home page. We know that your logo is going to be used and seen in multiple environments, from T-shirts and magazines to letterhead and Web sites. Our logos work everywhere and anywhere.

Of course, these tips are only a few of the things ACTERION considers when developing your corporate identity system. But they are some of the most primary concerns that can move your company toward a world-class logo that can stand the test of time, not to mention become an important part of building your emerging brand.