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Featured Logo Design Article

The Science of Logos

Your company's logo will go a long way toward defining your brand, so the process to create it should not be entered into lightly. Whether you choose to work with a design team, or use resources available to produce your logo yourself, you must be aware of how varying images, shapes, typefaces and colors will showcase your company.

Industry Guidelines
While there are no carved in stone rules relating to the types of logos that should be used by specific industries, some general guidelines do exist. At one end of the spectrum are high-tech logos; logos for service-oriented industries are at the other end of the spectrum, and business-to-business logos reside in the middle.

High-tech logos are typically chiseled and angular; their intent is to create the perception that the company is innovative. They work well for high-tech companies.
Service-oriented logos are typically smooth and rounded; their intent is to create the perception that the company is creative and friendly. They work well for service-oriented and many retail businesses.
B2B logos can use components from both the high-tech and flair ends of the spectrum; their intent is to create the perception that the company is stable and trustworthy. Many B2B companies choose such a logo.

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