What makes a great logo design?

There are four critical elements that can be seen in every great logo design: It must be describable, memorable, effective without color, & scalable.

• Points 1 and 2 go hand in hand, because if you can’t describe what a logo looks like then how will you be able to remember it?

• Point 3 is important because colour is secondary to the shape. Adding colour to your logo should be left to the very end of the process, because if the mark doesn’t work in black only, no amount of color will rescue the design.

• Point 4 is vital for things such as office stationery (pens, pin badges, etc.), all those little things that people often forget about.


American Reprographics can help you with your next logo design. Our design process is simple but thorough. Here’s the breakdown:

  1. We have a brief (cool word for sit-down) with our client and discuss their requirements and expectations from the logo.
  2. After the brief, we do a lot of research on the client’s industry, company, profile and even their competition.
  3. Next we do a market research to see what is currently out there. We look at other logos within the same industry to see how we can make your logo stand out.
  4. Now the fun part begins, SKETCHING & CONCEPTUALIZATION. That pretty much says it all, we hand sketch some ideas based on all the information gathered and present it to the client.
  5. Now we take a break. Having provided some ideas to the client, both the designer and client reflect on whether they’re on the right track or not. If not, we go to the following step…
  6. Logo Revision. Often, the first go around is just that, the first go around. So we will make the adjustments necessary to make sure it is perfect, since most clients don’t have the luxury or time to continually change their company logos. Once approved on paper, we begin the digital creation. This is where we get down and dirty, the logo comes to life leaving a smile on all of our faces!
  7. The Delivery. This is essentially the final stage of the logo design process. We like to set up a presentation for the client to show them the awe-inspiring impact of the logo. Then, we provide them the logo in digital format, in various formats they can utilize; pdf, tiff, jpg and bmp.

Well, that’s pretty much how it normally works. Please visit our site today for package pricing and to set a meeting with one of our skilled and talented designers. We hope to hear from you soon!

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