Your identity is the single most important piece of art you will invest in for your company, product and/or service because everything you design thereafter will (and should) stem from your identity.  It sets the ball of branding in motion and helps you stand out in the marketplace.

Communicating your business with a single piece of artwork requires research and thorough communication between the client and the designer.

Getting the information required to represent your organization, product or service in a distinctive way includes the following process:

1. Gather objectives, project details and background information about your company, products and services.
2. Establish your target audience and evaluate industry trends.
3. Identify your competitors. What are your competitors strength and weaknesses?
4. Recognize your strengths and capitalize on them.
5. Recognize your weakness and how to strengthen them.

These questions and many more arise and are answered before sitting down to the drawing board and creating your identity to powerfully position you in the marketplace.

Important things to consider for your logo:

• It should be distinctive and readable at 1-1.5 inches
• It should translate nicely in black and white
• You should always have a solid base 2D version to print consistently in ALL applications e.g. materials and enlargements.

There are five principles to follow. An effective logo is:

• Simple
• Memorable
• Timeless
• Versatile
• Appropriate