Logo location. How to create a logo - step-by-step instructions from A to Ya. Trademark legislation

The idea arose about a quarter century ago. In the 90s, the popularity of boxing was constantly increased and, during Sparring, the audience could see the logos of companies and various advertising on the body of boxers. In the mid-2000s, the Internet market was growing rapidly, and with him the demand for native advertising increased. At the same time, if everything began with temporary placement, then with time, enterprising young people agreed to full tattoos on their own body. For some it has become a kind of business and the way of existence. For example, in Sunny Brazil, one such original lives, on the body of which there are with fifty advertising tattoos. Customers pay him a monthly rent.

Dogs- "promoters"

It was a real course of the horse: the staff of the advertising agency were dogs! The original idea came to the head of Novosibirsk advertisers relatively recently and since then in the city there are four-legged "promoters". Animals are dressed in cool overalls with logos. Everyone is satisfied: passersby die and talk about unusual pebbles with their friends, customers gladly watch the growing popularity of their companies, and their pets earn themselves on vitamins and bones.

Logos on gifts

All sorts of sweets, alcoholic beverages, toys, stationery, accessories with corporate symbols, original printing goods - a great solution for corporate gift. Such souvenirs are designed to create a positive impression of a company, strengthening the corporate spirit of employees. Good example - Coffee with a logo. This drink is simply indispensable in the team of any office. A delicious gift in non-standard packaging is dominated by the company's prestige, surprising customers and will allow to stand out among numerous competitors.

Lingerie on trees

Slip & Bra's underwear salon "Potted" forked trees on the main street of a city in panties with its own branded symbolism. It would seem that Kirov is not Moscow, but also there are bold customers and talented advertising specialists.

Fresh fruits

The company from New Hampshire Fun to Eat Fruit specializes in seasonal local fruits, for which logos, QR codes, slogans, smiles are applied using a special technology. In this case, the image is safe for health and is not washed off. It all started in 2007, when the father of two children, David, took care of the health of small lovers of fast food and sweets. So it was the idea that the useful fruits would become more attractive for buyers if an image was applied to them. The original idea turned out to be quite successful and now orders for applying not only mischievous pictures, but also logos and short advertising messages.

Advertising on asphalt

Some pedestrians, walking on the sidewalk, look exclusively for yourself. How to turn them into customers? Everything is very simple: place the logo of the company or the advertising offer directly on the asphalt. True, such an advertisement requires an exclusively creative approach. On the first photo, an excellent example of creativity demonstrates a business giant network of restaurants McDonalds. On the second - the restless Mr. Proper, jumped all apartments, decided to do a pedestrian crossing. And after all, the century ago in the story of Arkady Averchenko "Lacmus paper" The idea of \u200b\u200bpaving advertising was served as a complete nonsense.

Cocktail with logo

Unusual cocktails are a chip of any modern party. The organizers of the festive event in honor of the new Cadillac ELC car treated their guests creative drink - a cocktail was decorated with a logo of the company. When creating an additional element, a stencil and edible silver crumb was used.

Almost all designers agree in where the logo on the web page should be placed. But are they right?

When do you create a website where you must post a logo? A quick look at the most popular sites on the Internet gives a clear answer to this question. It should be located in the upper left corner.

Need evidence? Just view these sites like YouTube, Vimeo, Amazon, Instagram, Ebay, Adidas, BBC, Wikipedia, Reddit, Dribbble, Netflix, Ford, BP, Levis, Shell, O2, Sony, NASA, and even this site below.

The McDonald website "s follows this rule, so it placed its logo in the upper left corner of the page

In these specific examples Logos are verbal. However, the same rule is also valid for the iconic logos, proof What is AIRBNB, Spotify, Nike, Facebook, Pinterest and Apple sites.

But before you do the same, think carefully, should you follow the crowd and place your logo in the same place as everyone else?

Logo in the center for a newspaper type

Well, if you decide to arrange your logo in the center or right upper corner Pages, you would not be alone in this. One of the categories of websites that often centers its logo is newspapers and magazines.

The principle of this approach is to repeat the well-known view of the printed version of the newspaper and its name. Examples of sites that follow this principle include such famous editions as Washington Post, The New York Times, Los Angeles Times, The Boston Globe, The Times, Financial Times, The Spectator, New Statesman, British Vogue, Radio Times and Wired.

Internet magazines such as Wired, repeat the experience of printing publications, centering their logo on their webpage

Even if you are not a newspaper, you can still pass the feeling of the traditional print publication, newsletter or newspaper, focusing your logo in a similar header style.

Examples of this strategy can be seen on sites for Virginfield Smithfield Station, organizing the artist Richard Dibenkorn and Sunspel Fashion Houses.

However, let's be extremely clear: the printed publishers are in no way united by the fact that they are absolutely all of them place the logo in the center. Most British newspapers, for example, adhere to web standards by placing their logo in the upper left corner, including The Sun, The Mirror, Daily Telegraph, Mail Online and Daily Express. This means that printed publishers move forward and fully immersed in the development of their digital proposals.

Logo location isolation

If you move away from traditional print publishers, then examples of other websites, where logos are located in the center or are placed above the right, few are few.

Samsung is one of the rare websites where the logo is located in the center.

There are, of course, and other sites that center their logos, including Samsung, while Amnesty International and Guardian sites preferred to arrange the right on the right. But mostly this is a single case.

Another very noticeable exception to this rule is search Pages, including Google, Bing, Yahoo, Duck Duck Go, Wolfram Alpha and Baidu, where the logo appears to the right of the search panel or on top of it, although it can be considered as an element of a special category of websites.

Main page. search engines - This is a special category when we are talking On the placement of logos

So, what is behind this overwhelming rule as to where to place the logo?

Why are logos usually located on the left at the top?

Historically, the location of the logo on the left partially depended on how browsers displays websites on the screens. Fixed browser width meant that if your logo was located on the right (or even in the center), it may not be displayed at all, depending on the size of the screen and the form of the browser window.

Logo placement in the upper left corner has a long history

The displacement to the left is also due to the way in Europe and in the West (in contrast to Asian and Arab cultures), printing content is traditionally read: from left to right and downward. These deeply rooted habits naturally moved to reading on digital devices, as Nielsen Norman Group studies have shown.

Why follow the logo accommodation trend?

Considering that the location scheme in the upper left corner is so rooted, the only logical reason for the placement of your logo elsewhere is intentional ignoring. this rule In an attempt to attract users, making the site differing from others and innovative.

And you might think that everything is in order: in the end, you are not going to confuse users by moving the search box, the menu button or the main navigation panel with their standard location locations, which does not apply to logos because they do not have Functional goal, right? Wrong!

Regardless of whether you are aware or not, your users expect the logo to serve as a specific functional goal. It lies in the fact that when they click on the logo, they return to the main page. And if the logo is not where they expect to see him, then, most likely, it's hello to violating their user experience.

In fact, according to the study, users believe that return to the main page is approximately six times more difficult when the logo is located in the center of the page compared to when it is in the upper left corner.

It is possible if the logo is located in the center of the page, but the "Home" button is located in the upper left corner, as JamStudio made it, users will not feel so confused.

Logos in several places

Of course, the location of the logo in the upper left corner does not mean that you also can't use your logo elsewhere on the page. Many sites love to give more attention to their brands by placing it also in the sidebar or in the football website.

The Envato Tuts + network enhances its branding, placing the logo in the footer, as well as in the upper left corner

But while there is nothing wrong with the use of multiple instances of your logo on the site, always keep in mind that users will expect each of them to function as a link to the main page.

If we talk about the amazing uses of the logo on the page, then, perhaps, this is what Google is doing now on many of its satellite sites, such as Gmail or Google Drive.. Despite the fact that the Google logo is largely associated with its search page, clicking on it within these services actually returns you to the main page for the "related" service, and not on Google.com.

Wherever you are in the Apple ecosystem, Apple logo returns you to apple.com

On the contrary, on all web pages on the Apple network, including iTunes, clicking on the Apple logo always returns you back to the local version of Apple.com.

Will be recognized by violation of the law Placement on the website of trademarks (logos) of partners with which your company is in business relationships?

The question of the question covers both cases of selling someone else's goods through the website, and a simple mention of a partner in the list of customers. Therefore, it is possible to approach its solution from several sides, since the purpose of placement of signs, as well as the type of their legal protection, will be the most different. Accordingly, various legislative norms are applicable to such situations: about trademarks, copyrights, unfair competition and so on. Let us dwell on the main options.

Trademark legislation

The designation will be trademark, if it is registered in Rospatent of the Russian Federation or, by the international registration, is protected in Russia.

Although the exceptional right to the trademark is formulated quite widely: as the authority to use it in any way at the discretion of the owner (paragraph 1 of Art. 1484 of the Civil Code of the Russian Federation), nevertheless its main purpose is to consolidate the monopoly on the individualization of certain goods, works and services for the individualization of certain goods, works and services which such a sign is registered.

Therefore, paragraph 3 of Art. 1484 GK establishes: " No one has the right to use without the permission of the copyright holder similar to its trademark designation in relation to goods, for the individualization of which a trademark is registered, or homogeneous goods, if the likelihood of mixing».

If the sign is used for other purposes that are not related to goods (works, services) of the sign of the sign, then violations of trademark legislation will not be. For example, your organization does not sell the same product, work or services (or homogeneous) as your partner, but simply provides him with any services (promotional, designer, freight forwarding, informational, etc.) or sells It has its own products, then you may well indicate a partner's trademark on a page with a list of customers.

It will not be considered a violation and simply mention of a trademark in articles, interviews, news or other materials on the site, even if uniform products are implemented on the site, provided that it does not arise for its mixing with the design of the sign owner. This conclusion is enshrined in the decision of the Presidium of the Supreme Arbitration Court of the Russian Federation dated December 1, 2009 No. 10852/09: "... the verbal mention of someone else's trademark is not the use of this sign».

The following version of the permissible use of someone else's sign on the site without the consent of the owner is already associated with the use of the goods owner's goods, but not in order to sell it. For example, if the organization makes service, repair of such a product. Here is a mandatory condition - that the owner of the sign himself does not carry out such activities, because Otherwise, there will be competing activities. This conclusion is confirmed by judicial practice. So, the Federal Arbitration Court of the Moscow District in the decision of 10.10.2011 in case No.A40-118198 / 10-143-1016 emphasizes: considering that the plaintiff is a manufacturer of goods, and the defendant with a service organization carrying out the repair of technology, and not only by the plaintiff , but also by other manufacturers, " the courts proceed correctly from the fact that the plaintiff and the defendant do not produce homogeneous goods and do not provide homogeneous services, i.e. are not competitors, which eliminates the violation of the exclusive rights of the claimant for a trademark».

Another reason exemptions from responsibility for the placement of a foreign sign on the site, also noted in the specified decree of the FAS MO, is due to the principle of exhaustion of rights enshrined by Art. 1487 GK. According to her, " it is not a violation of the exclusive right to a trademark. Use of this trademark by other persons in relation to goods that were introduced into civil turnover in the territory. Russian Federation directly by the copyright holder or with his consent" That is, if the service organization repairs the equipment officially sold in Russia by the manufacturer or with his consent, then such a service organization can safely indicate the signs of relevant manufacturers on its website. In this case, the service organization itself does not sell such equipment, but only informs potential customers about what makes its service. The basic condition - the goods should be legally released on the territory of Russia (and taking into account the creation of the Customs Union - in any of the countries of such a union: in Russia, Kazakhstan or Belarus). This condition can be specified in the rules of the organization's work on its website.

A more difficult situation arises if an organization, for example, an online store, resell the goods legally introduced in Russia. The rule on the exhaustion of the exclusive right to the trademark is also applicable to it - if the goods were officially imported to Russia or already sold in Russia by the manufacturer or with his consent, the online store may indicate a trademark on the product description page, as well as place there Photograph or other product containing a sign. How do the owners of the online store make sure that the product sold by them is introduced into the Russian civil turnover with the consent of the manufacturer, because not all intermediaries are ready to uncover the entire chain of the product movement? Naturally, there are no problems if the store has a direct contract with a Russian or foreign manufacturer or its official dealer / distributor. It should be noted that such a product should be purchased in Russia (or the Customs Union), since when buying it from a manufacturer or dealer, special rules will act directly abroad, which I will say on.

If the product is purchased from a mediator who does not have the status of an official dealer, then here it is extremely difficult to make sure the manufacturer's harmony. It remains only to insure the possible unforeseen situations, entering into the contract that the seller of goods guarantees the consent of the manufacturer for the sale of goods in Russia, otherwise the Seller undertakes to take part in a possible judicial dispute on the buyer's side and compensate for him all the losses incurred by the Buyer, Equally, the fines and other sanctions paid by the manufacturer of the goods or competent authorities.

As an example, I will give the Resolution of the FAS of the Moscow District of 05/30/2011 No. AK-A40 / 4516-11-1.2,3,4 in case No.A40-92046 / 10-15-772. The defendants were placed on the websites administered by them (online stores) illustration of the plaintiff's products with the trademark applied to it without obtaining any permissions. At the same time, the defendants referred to the fact that they did not exercise their independent importation, distribution and sale of products, and intended to acquire it from the plaintiff, therefore, the principle of exhaustion of rights should act. The courts supported the manufacturer: a demonstration on the product site there is a proposal for sale, while evidence of legal origin of the proposed products and intentions to buy it from the manufacturer, the defendants were not provided, so there was a violation of trademark legislation. I will explain that in that judisial case, the plaintiff suspected the defendants in the implementation of counterfeit products using its trademark.

Let's go back to the issue of the exhaustion of rights in the event of the purchase of goods abroad followed by imports in the Russian Federation. Since, in this case, the manufacturer itself does not introduce the goods into circulation in Russia, then its written consent is needed (in a contract or other document) on the import of goods in the Russian Federation and its subsequent implementation using the original trademark. Consequently, if for sale through the online store in our country, the goods are purchased abroad, then the written consent of its manufacturer is necessary. Moreover, the consent of the manufacturer is required and then when the goods abroad is purchased from his official dealer, unless the manufacturer has not authorized the dealer to give an agreement to export and sell products in the Russian Federation.

Exception Judicial practice does only in the relationship of goods purchased abroad with an individual for personal use. In this case, if such a person wants to further sell such a product, then its sale in Russia using the manufacturer's sign is possible and without the consent of the sign owner. Exception will not act if individual Initially acquires the goods not for personal use, but for further resale (the proof of this may be, for example, the purchase of goods in quantities is greater than it is necessary for normal use).

Conclusions: There will be no violation of the exclusive right to place the trademark on the website, with the features listed above, without the consent of the sign owner in cases:

1) If the activity of the site owner is not related to the goods, the work or services of the owner of the trademark (or homogeneous).

2) If a trademark is verbally mentioned on the site and does not arise the risk of mixing the site owner products with the design of the sign owner.

3) If the site owner produces operations for someone else's product and at the same time the trademark owner does not engage in the same activity.

4) If, through the website, it is proposed for sale or a product introduced into a civil circulation in Russia by the owner of the sign or with his consent.

Competition legislation

The use of someone else's trademark, even if it is permitted by law, should not lead to unfair competition. Rules on what actions relate to unfair competition are enshrined in Article 14 of the Law of July 26, 2006 No. 135-FZ "On Protection of Competition", based on article 10.BIS of the Paris Convention on Industrial Property. Article 14, in particular, prohibits the use of someone else's trademark in the way:

- will entail the spread of false, inaccurate or distorted information that can cause losses to the economic entity or damage its business reputation;

- will lead to misleading in relation to the nature, method and place of production, consumer properties, quality and quantities of goods or on its manufacturers;

- is associated with an incorrect comparison of the economic entity produced or sold goods with goods produced or implemented by other economic entities;

- represents the sale, exchange or other introduction into the turnover of the goods, if the means of individualization were illegally used legal entity, product individualization, works, services (i.e., for example, if a trademark is placed on someone's products without the consent of the trademark owner; in this regard, it is useful to consolidate in the contract for the purchase of goods. Responsibility of the seller guarantee the legal placement of the trademark on the shipped the product, if there are any doubts in its origin, so that in the case of disputes to recover from the seller, the losses incurred by the buyer);

And, as a general rule, paragraph 2 of Article 14 of Law No. 135-FZ prohibits unscrupulous competition associated with the acquisition and use of exclusive right to the means of individualization of a legal entity, means of individualization of products, works or services. It is important to emphasize: if, based on the above provisions, the organization has the right to use someone else's goods on its website, then this does not lead to the acquisition or use of the exclusive right to trade sign. In the absence of a special agreement on the alienation of exclusive right, such a right belongs only to the owner of the rights to a trademark and to other persons does not pass.

Do not forget about the fact that a number of trademarks can simultaneously be protected by copyright, since they are original verbal or visual works. The verbal designation can be attributed, for example, the name of any product or its part (poetry line, etc.) if they comply with the requirements of paragraph 7 of Art. 1259 GK, i.e. are the result of the independent creative labor of their author.

Registration of the designation as a trademark does not cease it to protect copyright regulations. And the owner of the rights to such a designation of the Waves can independently choose a way to protect violated right: if the exclusive right to the trademark is not applicable, it can use the copyright eligibility.

Therefore, the legitimate use of someone else's designation in accordance with the provisions of the legislation on trademarks can lead to copyright constraints of the designation. Such exceptions, as for a trademark, copyright laws do not provide. Placing the work on the Internet site is considered to be reduced to universal information, and it became covered by the exclusive right owned by the author (sub. 11 of paragraph 2 of Art. 1270 GK).

How to prevent possible sign owner claims? Unfortunately, simple recommendations There is no. The works protected by copyright are not registered anywhere, are not recorded in a single database, and are protected from the moment they are created without any formalities. Consequently, the obligation to pre-assess the designation posted on the site from the point of view of their originality and creative execution is assigned to the owner of the Internet resource. If the claims of the copyright holder will still be presented, it remains to prove that controversial notation was not subject to copyright law.

A similar situation may occur in the event that the designation is generally not registered as a trademark, and is used by its owner as a logo, brand. Such a logo can be a protected work. And then, according to the mentioned Art. 1270 GK, its use on the Internet is possible only with the consent of the copyright holder. At the same time, the ordinary author-legal limitations of exceptional law will be distributed to the author's right, so-called cases of free use. True, they are practically not applicable to the situations in this article in this article, because there are few commercial operations and almost do not apply to the use of such objects on the Internet.

Privacy Regulations

Often forget about one important circumstance. The ability to place on the website of someone else's trademark, a logo or other designation can be limited not only by law, but also contractual conditions. The contract may directly prohibit the placement on the Internet of any designation by the other party.

If there is no such condition in the text, but the contract contains a privacy point, it can also mean the actual ban on the use of a sign of one of the parties on the network. For example, if the privacy reservation requires its preservation in secret not only the commercial terms of the contract, but also the very fact of its conclusion, the placement on the partner's designation website will lead to a violation of the contract and to the appropriate contractual or legal liability.

As we see, before deciding on the placement on the site of any partner designation, it is necessary to decide on:

- What is this kind of designation;

- How it will be used on the site;

- What kind of commercial activities are engaged in your organization and affiliate firm;

- for individualization of which goods is used;

- What legislative or contractual terms are governed by the use of the designation;

- There will be no designation to be used on the site in a way that makes up unfair competition.

The answers received will determine the option of your actions. Although in any case the consent of the owner of the sign on an interesting use option for you will prevent possible future controversial situations.

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From the author: The logo is a key element of the site design and is important for business in general. On the site it is the first point of contact with the visitor. In business, he highlights you among other competitors, attracts attention, increases the fame of your company. Of course, for this should be effective. And about what is an effective logo, as well as how to create it, we will talk today and!

A bit of theory: the concept of logo efficiency

The basic functions and capabilities of the logo have already been mentioned above. This little icon is able to call a stunning result, if it meets your business and like the target audience.

In fact, the logo is a powerful tool to attract new customers, as well as encourage them to contact you again and again. They appeal to you, they are satisfied with the goods or service, remember you on the logo, after which they return to you, and not go to the competitor.

The result increases like a snowball. And if the quality of the goods offered by your company or services, we will not question, then the quality and efficiency of the logo is an additional factor that is supplemented. It will allow you to achieve recognition of the target audience at relatively low costs.

How to create a site yourself?

The problem is that novice businessmen rarely think about such optimization of their expenses. Such companies most often either do not have a logo at all, or it is drawn "on the knee" in something like Wordart. Of course, this does not mean that an efficient icon must be created by an eminent designer or design studio. More precisely, it would be nice - such people usually understand what they do, but such a solution entails considerable expenses. And often they are inbox for a businessman-novice.

We will consider another way: how to create an effective logo with minimal cost, given the specifics and some tricks of this process.

Who and how does the logos draw?

We will talk about developing the concept of the logo below. In the meantime, we will last for a while on consideration of the one who will subsequently embody your idea to life. The most obvious options are:

Each of these options has its advantages and disadvantages. And if you look for the maximum benefit ratio and minimum costs, then the creation of the logo independently and / or the use of the logo designer in this case looks most attractive.

After we found out what ways there are ways to get a logo, let's move directly to the description of the process of creating a logo concept and important conditions for its incarnation in an attractive and efficient icon.
For this you need to go a few steps:

Inspire and looking for ideas for the concept

Development of the correct concept is the basic condition for creating an effective logo. You need to decide on what you want to see on the icon of your company, as well as how to convey to the target audience the necessary promise.

This stage can also be called the most difficult and responsible, since it largely the final result depends on it. Creative stupor, throwing from extreme to extreme, lack of ideas or their surplus is far from the entire list of problems that can be encountered during the development of the logo concept.

Where can I learn inspiration and interesting ideas?

First of all, analyze the websites of competitors. Calculate the success of colleagues and their logos - composition, color gamut, form, promise, and so on. Based on this, you can determine if you should focus on them or on the contrary - to repel and create a completely unlikely logo.

Next, we advise you to look in the online gallery logos. Such web projects are replenished with hundreds of new options every day, among which will probably have similar on the subject of the icon with an interesting embodiment of ideas similar to yours. Start your creative search with Dribbble, and then focus on your own feelings.

Do not forget also about the target audience, because their preferences and antipathy are one of the most important factors for the formation of the concept of an effective logo.

Inscribe your customers or just think about what they like, to what social, age, sex and other groups they include, as well as how your site and the company as a whole is attractive for them. These basic characteristics are often a key prompt when choosing graphic design and logo composition.

Also do not forget to experiment. Open any graphic editor or online logo designer, and boldly create the embodiment of various ideas.

It is convenient and will save you a lot of time, because you can visually assess the viability of one or another option. And on the basis of one or more such "Cherniviks" you will later be able to create the final version of the logo.

Views of logos and composition options

All logos are divided into three types:

iconic (on logo a symbolic image is a silhouette, an abstract image, letter, abbreviation or any other recognizable sign figure);

text (word, phrase or brand name);

combined (the combination of symbol and text is the most universally remembered).

For obvious reasons, the most popular and effective logos of the third type are most popular. Often also use text logos for the site. They are relatively easier to create than combined or iconic.

But no matter which option you consider suitable for your business, there are a number of basic principles for creating a good logo. Keep in mind: It's not scary if some of them does not meet the format of your company. This is a kind of "standard", to which it is worth navigating as much as possible in each individual case. Let's consider these principles.

General rules for creating an effective logo

1. Maximum possible simplicity

The easier your logo is, it is easier to place it not only on your site, but also on the surfaces of any area - from a small business card to a huge street banner. Refrain from use large number Flowers, suitable fonts and images with a large number of small parts - they simply "will lose" when the icons are placed on small surfaces.

How to create a site yourself?

What technologies and knowledge are needed today to create sites yourself? Find out in the intensive!

In addition, the logo overloaded with small details is worse than the target audience. Strive to minimalism as much as Apple or Nike is permissible.

2. Creativity can be your trump card

The original logo is better remembered - this is a fact. If there is a desire and the opportunity, you can try to stand out against the background of competitors in this way. Therefore, try going through the collections of creative icons and draw the idea that could help your logo to become really unique. It can be an original icon or font, an interesting combination of icons and text, creating a 3D effect and so on.

Of course, the creativity is not so easy. But after a couple-triple, not very successful options, you will probably get worthy of attention to the logo.

3. Universality

High-quality and efficient logo always looks good, be it a business card, site, billboard, T-shirt or something else. Try to enlarge / reduce the logo in graphic editorPrint if you have the opportunity. Look like the logo looks, whether all the elements are visible in detail, is everything good? If so, then you have created a high-quality logo.

4. Durability

Try not to use when creating logo fashion effects, fonts and images. Fashion comes and goes, and the logo must serve you throughout the life of the company with constant effectiveness. So you can avoid unjustified costs.

Nike logo was created in 1975

If your company's activity still requires to be "on one wave" with fashion trends of the season, do the wiser and do not make them the basis of your logo. Develop a kind of base that in the future can slightly change in accordance with the next trends, but without losing the general brand awareness for your target audience.

5. Easy perception

If you place a logo somewhere (site, business card, etc.) - Leave enough free space around him so that the viewer of Will-Neil drew attention to the icon. In this case, it is better perceived and remembered.

Talk about color

Color is something that can significantly increase the efficiency of the logo or to reduce it. It all depends on whether you choose it correctly.

There are a number of established associations that you can take advantage of when forming a positive image of the company in the eyes of the target audience. For example, red is power, energy, aggression, while blue is associated with reliability, calm and stability.

Below is the infographics on which the preferred color gamans for various industries are described in brief. Relying on it, analyze which color combinations use your competitors and how successful.

Of course, the correct selected color of the logo will not automatically make your business anger, customers - loyal, and the site is more visited. But to emphasize the necessary qualities of your company and it is completely able to declare them about the target audience.

The color is also functional, and this can be judged by the degree of visual stress, the frequency of attracting attention and general readability. Therefore, you should keep in mind that:

it is better not to use more than two main colors on one logo (for giving volume, use their shades);

it is necessary to take care of a sufficient amount of free space around the logo;

the colors of the logo should if not coincide with the color scheme of the site (business cards, billboard, blank), then at least harmoniously look at this background.

Is there inscriptions? Need a font

If there is an inscription on your logo (company name, motto or something else), then you need to choose the appropriate font for them. There are only two basic recommendations on this:

Readability

The font must be readable regardless of the size of the logo. Therefore, try to refrain from the vessels with a negative curling when the characters are too close from each other, otherwise on the business card or the inscription icon will be unintelligible. It should also be borne in mind that in some cases a positive curling (an increase in the distance between characters) can create a sense of incoherence in the inscription when placing a logo on the surface with a large area, such as a T-shirt.

Refrain from combining

Ideally, only one font should be on the logo. As a last resort - two.

Large quantity I will make chaos will create a sense of slope, which is hardly a positive effect on the perception by customers of your company. Of course, you can combine fonts, but if you are new, that is, the chance that you do it is not very good.

Avoid shortcomings and discrepancies of the logo: people should immediately understand what your company is engaged. Exceptions are allowed only in some cases manifestation of creativity, but even then try to foresee everything possible options interpretations.

Do not be afraid of experiments and do not dwell on one version of the logo. Create 3-4 layout different from each other and ask for employees, colleagues or customers, which one seems most attractive. In the process of such a survey, interesting details may be revealed.

The optimal background for the logo is transparent, with rare exceptions. Such a solution It will facilitate you further placement of the logo on a colored substrate. Image format for placement on the site - PNG or GIF.

Save the logo in various formats. To accommodate on the Internet - PNG, GIF or JPEG, for printing - PDF, EPC.

We hope that the recommendations described above will help you create an effective logo for your company. Get the maximum result with minimal cost using the Logaster online service - a convenient tool for incarnation to the life of the most original ideas!

How to create a site yourself?

What technologies and knowledge are needed today to create sites yourself? Find out in the intensive!