Logo Tips:
To begin, let’s define logo. According to The New Oxford American Dictionary, logo is defined as "a symbol or other small design adopted by an organization to identify its products, unifor, vehicles, etc." This is a great definition. Often we deal with clients who feel a logo must include the name of the company. While many logos do, many more do not. The idea behind a logo is to create a recognizable graphic element to represent the organization or product. Then this graphic is used on business stationery, in advertisements, and on websites, uniforms, signage, etc. Remember, it’s a symbol that identifies the company or a particular product.

So don’t get hung up on the idea your logo must include your company name. Some names are quite long, making for a very busy logo if it’s included. A good example of a logo separate from the name is our own. The logo is just the stylized palette, quill, and mouse. When the company name is added, it’s set in the font Caflisch, but the name isn’t part of the logo itself. The position of the name changes depending on where it’s being used. For instance, on stationery, it runs out to the right of the logo, but on our uniform shirts, it’s on two lines, centered under the logo. So while the company name may be positioned with the logo, it’s not a part of it.

A well-designed logo works well in a wide range of sizes—from business card size to outdoor signage. It also must work as a single color, as on a fax, up to full, four-color process printing if needed. Ideally, a logo illustrates your product, service, or business name.

Starting a logo is the most difficult part. Often, clients aren’t sure what direction they want to take with their logo. To smooth this process we have some suggestions. First, look around at the logos other businesses are using. They don’t need to be in the same industry—just look to see what type of logos appeal to you. Do you lean toward modern, clean designs? Old-style or retro looks? Elegant or artistic script? Playful and colorful?

The next step is to decide what image you want your logo to project. For instance, a financial institute might want to project a stable, strong image while a hair salon might want something more artistic. What image do you want? Professional? Old-fashioned? Conservative? Clinical? Modern or technical? Friendly? Fun? Family-oriented? You get the idea.

Our logo provides a good example of a logo creating the image we wanted, while also representing the company name and what we do. We wanted a logo that would be unique and show creativity. It’s drawn in a modern stylized manner, using elements from our name. The quill and mouse come straight from the company name, while the mouse "tail" becomes an artist’s palette symbolizing "studio" as well as the graphic design portion of our services. This clean design works fine in one-color and is simple enough to cleanly come through on a fax, or in the small size needed on a business card.

Here are a few of the logos we've created:

When Quill & Mouse Studios purchased its largest client, one of the first actions was to redesign the logo, making it stronger and more modern. The registration mark in place of the “o” in the name communicates the word “precision” and illustrates the “printing” aspect of the company.

Red Sage Publishing is a publisher of women’s sensual fiction. They wanted a logo that was both feminine and elegant; and could also fit on a book spine. We created a simple monogram using the classic Vivante typeface, reversed out of a deep red.

This client was combining several different automotive shops under a single identity. They wanted something using red, white and blue, and with a modern look but the feel of old fashion service. As his business grew, he decided he needed to change the name of the company to something more generic. After surveying options, he chose "Master Auto Repair". With the new name, he needed a new logo. He wanted to keep the red and blue color scheme, but with deeper colors. He also wanted something that would be very easy to read on a sign from a distance. The new logo does just that.

This custom clothier wanted a logo that harkened back to the days of the dapper dresser. The retro typeface does just that, along with the silhouette of a man tipping his hat. The pop of red in the dot over the "i" is the perfect accent.

This lawyer wanted a logo that communicated strength, stability, tradition and trustworthiness. We used a classic column with a protective “roof” over the name.

This logo is a classic example of what comes out of a client's homework. When he looked through the company logos he liked, he noticed most of them used a blue and silver color scheme, hence the choice in his. He also wanted to make a play on the "Alpine" part of the name, but not so obvious. Instead we created a couple of stylized mountain shapes, with the slant of the first one matching the slant of the logo.

This general contractor was looking for a logo that would describe general home construction and remodeling, with an emphasis on kitchens and baths. He came up with his tag line, "Your bath and kitchen magician" so we used that for inspiration. A simple house shape was used, with a magic wand overhead. The tag line runs below.

Originally we created a logo for the law firm of Boyer & Schiltz, specilaizing in marital and family law. They wanted an elegant monogram. When Schiltz left to start his own firm, he asked us to create a logo for his new practice. He still wanted to work with a monogram, but this one is a bit more snappy, using a retro typeface that also has a modern edge. We kept a blue and grey color scheme, but brightened up the blue.

This is a great example of ultimately giving the client what he or she wants. We always work up different concepts for the client to consider. In this case, the client wanted a minuteman in his logo. We cautioned a minuteman might not clearly communicate what he does, but we worked up one, along with two other concepts that communicated his business better. While the client liked all three, he really wanted the minuteman, so we set it in patriotic red, white, and blue; and used antique-looking typefaces for the company name and added tag line.

This company provides more than just transportation to senior citizens. They also stay with the client on errands and even take them on fun excursions. Their logo needed to appeal to that age group, while communicating the idea of “fun” as well as “transportation.”

The “sunset on the water” gradation in this users group’s logo illustrates their regional location, along the Gulf coast of Florida. The group’s mascot, Sylvester (pictured at left) which we'd created earlier was very popular with the members, but they needed something more conservative when dealing with vendors and business professionals.

This veterinary practice logo is an example of representing both the company name and the service/product with the logo image. The silhouettes of a dog, cat, and bird appropriately fit with the practice name.

A software development firm, the company needed a logo that communicated the idea of a “rim star” while having a futuristic and clean look.

A producer of costumes and accessories for those involved in medieval re-enactment groups, this company wanted a period-style logo.

A financial planning firm, they wanted a logo in the color of money and that communicated the idea of growing wealth.

This lawyer was considering several ideas. This example uses a classic monogram.