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The logo should be able to work both in horizontal and vertical formats.Ask yourself; is a logo still effective if: One way around creating a versatile logo is to begin designing in black and white only.

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I like to work first in black and white to ensure that the logo will look good in its simplest form. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements.

I will not even consider submitting color suggestions to a client for review until they have signed off on a final black and white logo.

When designing logos, the Pantone colour system is recommended.

How you position the logo should be appropriate for its intended purpose.

For example, if you are designing a logo for children’s toys store, it would be appropriate to use a childish font & colour scheme. It is also important to state that that a logo doesn’t need to show what a business sells or offers as a service. Car logos don’t need to show cars, computer logos don’t need to show computers.

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