All About Logos

ATC Web Solutions does not design company logos. What we do, however, is educate you and refer you to individuals or companies that do design logos.

A logo is an image that symbolizes your business. When having a custom logo created, you should take into consideration what your company has to offer, your company mission statement, your target audience, etc. With a logo you want to communicate the value of your product or service that you bring to your customers. Your logo should encompass what is unique about your business and stand out from your competition.

The cost of a logo design can be anywhere from $0 to tens of thousands of dollars, but if you’re a small business or startup looking for a quality logo design, a good logo design should cost between $300 – $1300.

The following are things to think about when planning a logo:

Logo Colors

When thinking about a logo for your company, ask yourself what are your favorite colors? Usually logos are at least two colors and can go up from there.

  • View the Adobe Color Wheel to help yourself get started with thinking about color selections:
    Do you like:
    • Analogous – one of a group of related colors that are near each other on the color wheel, a circular chart that shows gradations of color: Red, orange, and yellow are analogous colors
    • Monochromatic – a single hue in a color palette
    • Complementary – pairs of colors that contrast with each other more than any other color. For example, red + green, yellow + purple, orange + blue
  • It is highly recommended that your logo look good in one color and also in two colors in order to be used for different purposes.
    NOTE: When selecting colors, most websites look better with at least 3 colors so when you are thinking about colors, think about what you want that third color to be on your website.
  • If you find a good graphic designer you like, trust their suggestions on color that will reflect the appropriate tone for your business.
  • To learn more about choosing logo colors, view the blog article entitled: How to Choose the Color of your Logo
ATC Web Solutions show examples of good logo design
ATC Web Solutions helps to guide small business owners with their logos

Logo Design

The message you want to portray in your logo is important. It’s going to be around for as long as your company so it’s important to make it good. Are you a bicycle repair shop? Are you a bakery? Do you repair shoes? It may seem simple but you want to think about what you are communicating through your logo. We recommend analyzing other company logos. That effort will help you narrow down your likes and dislikes and help speed up the design process.

There are 7 different types of logos: Abstract mark, Mascot logo, Combination mark, Emblem logo, Lettermark, Pictorial mark and Wordmark. Learn more about the 7 types of logos.

Read more about Logos: What is an Effective Logo (even though it is an older article).

Brand Identity

Part of marketing is Brand Identity. If you want to learn more about what brand identity is, view How to Create a Brand Identity without Going Broke. When you download their PDF they will give you a 15% discount if you use them to create your logo (it’s up to you if you want to use their logo services).

Recommended Logo Design Companies

  • We know a logo designer in Sacramento who will do a custom logo starting at $400 for three concepts along with three revisions to one of them. She is very reputable. She has a questionnaire that will need to be filled out in order to help her understand what exactly is wanted and to make sure the design of the logo fits the target market of the client. She will require a 50% deposit before starting any designs. It usually takes 2-3 weeks to finalize a logo design. You will receive all the necessary formats with full copyright and ownership.
  • 99 Designs
  • Logoland (in Australia)

What to Ask For From the Logo Designer

Now that you know all about logos and you’ve picked a logo designer, be sure to pay attention to a few things. You should be leery if your logo designer doesn’t ask enough questions. They should be learning about your business, what you are selling and your customers. There should be a cooperative atmosphere between you, the business owner, and the designer. The designer has the expertise of colors and shapes and you have the expertise about your business. When looking at the final designs, your designer should be able to explain the ideas and reasons for their choices in the design and why they chose the colors and why the shape of the logo is a certain way. If the designer knows what they are doing, there should be no problem with explaining the details of the logo.

In addition, you should be asking for the following various versions and formats of your final logo.

  • File Types
    • .jpg – ask for large and small sizes
    • .ai – Adobe Illustrator – this is invaluable because it can be used to make almost any size needed – unlimited resolution
    • .eps – unlimited resolution
    • .png – always good to have. Ask for large and small sizes
    • Editable .pdf – good to have for certain applications
  • Codes for each color in the logo
    • RGB colors (Red-Green-Blue) used in the logo – example: R:97 G:92: B:151
    • Hex codes of colors used in the logo – example: #615C97
    • CMYK colors (Cyan-Magenta-Yellow-Black) used in logo – example: C:72 M:71 Y:13 K:1

Once you get the various file formats and color codes, you will have your logo and all of the important information available for anything and everything you may want to do with your branding in the future (they will usually give you the files in a .zip file).