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Affordable Logotype Design
A logo must be easily recognisable; it has to be simple and memorable.
The purpose of the logo should influence its form.
Most graphic forms of advertisement are based on or include the logo of the subject; the logo usually appears on letterheads, brochures, labels, packaging, and delivery vans. It may be necessary to render it in varied materials, such as cardboard, plaster, glass, metal, fabric, or even neon. The technical requirements and restrictions of work in any of these materials must be taken into consideration from the earliest stages of design, since it is obvious that printing, embossing, punching, casting, or weaving require distinctly different approaches. Variations may be necessary if the same logo is to be executed in techniques as different as engraving in steel or modelling in plaster. It is rare, however, that one design has to fit such diverse requirements; more commonly it is enough to satisfy the following requirements.
All details should still be visible if the logo is reduced to 5 millimetres. Unlimited enlargement should be possible, though a variation of stroke thickness might be necessary for very large versions.
The logo has to be reproducible in black and white and positive or negative, and it is useful if a representation in several colours is programmed into the design, but it is rarely feasible to concentrate on colour exclusively. It has to stand on its own as well as fit into a frame. Consider the possibility of relief or free-standing sculpture.
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