Hello esarkissian-ga,
First you need to benchmark with the competition.
Look at their identity;
- what is memorable about them?
- how are they executed?
- perhaps what do you like or dislike?
Then try to ascertain how your clients perceive your company,
and if you want to carry on projecting that image, or change it.
You may decide the new logo is an evolution of the old one, rather
than a complete new logo. This can be achieved using similar forms or
similar colours. Then incorporate your guidelines to effect it.
Ideas for the logoform with 'professional and global',
could play on the keywords of:
1. Paper + e-media metaphors -
icons of pages, book, volume, distribution, webpage
2. Network -
concepts showing circulation, spread, coverage, speed
3. Global puzzle pieces (which represent ad space)
spaces sold and to be sold covering the globe.
4. Human aspects -
friendly, personal, approachable and more dedicated than the rest
5. Exposure -
concepts that use light and shadow to show global coverage and focus
6. Money -
to reflect increases of revenue flow, concept of ad space as an
'investment'
7. Growth -
ideas showing clients they will grow more with you than with others,
concepts of a 'seed' 'seedling' might be appealing
Graphical style will affect the presentation of the concept, and you
need to determine which graphical style marries together the message
you are getting across most effectively. This can only come from your
inhouse design department. I was going to knock up a logo design for
you but you were specifically not looking for a designer, and the
price of the question was pushing it for me anyway, - but a few visual
ideas on paper would spark a better reaction than the plain keywords.
To follow up, you need to create a logo that embodies the guidelines
and message but is also reproducable in various formats, single colour
print, custom colour, 4 colour print, web etc and looks good at
different sizes. Generally the simplier the better. You might want it
flat or '3D' with some perspective.
Guidelines (not set in stone)
1. sketch ideas and do not prematurely discount any idea - no matter
how silly they might be, keep an open mind (they may generate other
ideas later)
2. pick out the best ideas perhaps via general consensus
3. start constructing these in illustrator
4. once constructed in illustrator you will see the logos in a
different light and can work them up accordingly
5. pick out a short list
6. refine the final solution in different sizes to gauge the 'weight'
of the logo, some over complex logos do not work well at small sizes.
7. apply to some applications e.g. letterhead, livery (if you have
vehicles), signage, and other printed materials to test application.
8. Fine tune logo if required so the logo is optimized for all
applications.
9. Create master artwork which you distribute to agencies, printers
etc for printing.
10. Formulate your corporate guidelines for the application of the
logo, e.g. should it only be applied at fixed sizes, or a ratio to the
surface area of the printed area. Specify correct location e.g.
distance in from the left from the top, should it be centered or
ranged right, how far other graphical elements should be from it etc,
so there will be consistancy in application.
e.g.
ICRC project
http://www.icrcproject.org/microsite/1_logos/index.html
or
Lexmark
http://www.lexmark.be/uk/ad_tools/logos/logo_home.html
There are no hard and fast rules as you set the guidelines
or
The corporate guidelines from the Pinnacle Systems
http://www.pinnaclesys.com/aboutus/publicrelations.asp
Search Strategy:
logo "corporate guidelines"
://www.google.com/search?hl=en&lr=&ie=ISO-8859-1&newwindow=1&q=logo++%22corporate+guidelines%22
I hope that gives you a jump start to the logo project.
If you need any clarification please ask,
kind regards
lot-ga |
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