Effort = Results
Producing a high-quality, astetically apealing logo can easliy be achieved in Creating a distinct, memorable and lasting image that is consistently represented takes effort beyond the creative aspects that will help ensure long-term brand success.

Step One
The design of a logo is an itirative process that has several key steps that together result in a desirable mark that is ready for rollout. The first step involves defining the design concept for the mark. This takes place after a name has been established for a namestyle or logotype. This stage is where the business decision makers and the design team identify several elements that best symbolize the 'idea' or 'feeling' that needs to be conveyed, such as:

- Who is this mark trying to attractуwho is your target audience?
- What imargy is going to catch your target's attention?
- What will make your mark stand out and be memorable?
- What are your core business goals for this mark?
- What will help your mark stand out from the competition?
- What traits best define the image you want to project?
- What media usages for your mark do your foresee?
- How will your mark make a positive impression or impact?
- What is the message that you want your mark to convey?
- What unique visual cues embody your product or service?
- What color best address the afore outlined points?
- What type styles best address the afore outlined points?

This is a short list of items to consider, that can grow dramatically dependent on the size of your company and your reliance on input from focus groups.

Step Two
Step two is to implement the concepts from step one into various graphic styles or proofs. Some of these initial proofs will be eliminated as others are revised and refined until a final image is agreed upon. There are no 'right' number of itirations that can be drive a specific logo development projects or can be relied on to plot a timeline that will bring about successful conclusion of this step. How well the design team represents the project goals in an appealing graphic format will determine when the final form is achieved.

Consideration also must be paid to how reproducible the logo is under various conditions and for use within different media. Some uses to consider, include:

- Professionaly printed reproductions on paper based items
- Other color printed reporductions
- Black and white reporductions
- Desktop printing reproductions in common office applications
- Embroidered reproductions
- Vinyl reproductions
- Screen printing reproductions
- Television and video screen reproduction
- CAD reproduction (ie. title blocks)
- Web and interactive CD reproduction

It's also important to note that what you or your management team likes or dislikes about a specific style or image is not as importatnt as how well your intended target audience responds.

Step Three
Submit your logotype for trademark protection with the United States Patent and Trademark Office (USPTO). This process is best engaged by a law firm that is well versed in intellectual property protection. Until the registration process has conluded and a circle-R can be applied to the mark, add a TM to the hip of the logo to indicate that the mark is your property.



Step Four
Define at a minimum, corporate identity standards that clearly communicate how the logo is to be used, reproduce, and in what formats it will available.

Step Five
Introduce the mark within your company and to key marketing suppliers. When doing so provide the corporate identity standards and associated file forms that the mark is available in.

Step Six
Introduce the mark to your target audience as a part of a well planned campaign that build awareness and drives towards meeting your core goals for the business initiative.