In the marketing world, a lot of attention is given to the concept of “image”, both on an individual product level and for a corporation as a whole. Researchers know the perception of a product or service can be vastly different from actuality.

When getting your logo designed, it’s important to think carefully about what it will convey to others. Every shape, line and color in a logo will send a message to all who see it. Your logo should be different than those of competitors. Don’t confuse your customers with a copycat logo.

Professional designers talk about elements of design such as space, form, color, consistency, and clarity. You should look for a unifying structure. The lines, shapes, and spacing should create unity. Balance, weight, and positioning should direct your eye across the logo and affect how you understand it.

Another element that is important for a corporate or product image is value; the consumer must perceive that they will be receiving something of worth for their money.

To build such an image through logo design requires the use of all of the tools a graphic artist has in his armory: fonts, color, placement, size, pictures and design motifs. Logo designers know that some images require a sense of movement in the logo design; some need the strength of heavy block lettering.