One of our most important philosophies behind logo design is usability. Your prospective clients should be able to easily read the text and recognize the image. Your logo should always be high contrast for use in print media (including black and white newspaper advertising), magazines, and web marketing. A logo needs to be appropriate to the target audience. Don’t try to be something you’re not with your logo to try to appeal to a client who won’t get to appreciate your company for who you are. Chances are, there are enough clients out there that will like your style and offerings you can just be yourself.

Some of this has been learned by past mistakes. My very first business card used a text that was so frequently mistaken, I had lots of potential customers calling the wrong number. Since that first mistake, I’ve met other business owners who have done the same thing. There is a reason why an entire job position has been centered around fonts within the graphic design industry. The font itself can be your own personal trademark. Just think of Coca-Cola’s font, or Pepsi’s, or Lays, to name a few.