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Logo design in today’s world is totally underrated. People don’t understand how important a good logo is and how valuable it is to their business. Let me guide you through the basics of what makes a good logo, while also walking you through the process of creating the identity and logo design for one of my recent clients, Vero, a limited liability company based in Miami, Florida. Hopefully, this will give you an understanding of what actually goes on behind the scenes while creating a professionally designed logo.

What is a logo?

To understand what a logo is meant to do, we should first know just what a logo is: It’s one aspect of a company’s commercial brand or economic entity, and a logo’s shapes, colors, fonts, and images usually are different from others in a similar market. Logos are also used to identify organizations and other noncommercial entities. A logo’s design should make us immediately recognize the company—it should inspire trust, admiration, loyalty, and an implied superiority.

What makes a good logo?

A good logo is distinctive, appropriate, practical, graphic, simple in form, and should convey one message. An effective logo usually has a concept, or meaning behind the logo, that allows it to communicate the intended message. It should be printable at any size and be effective without color.

With these things in mind, it would be safe to say that a great logo usually comes down two things: a great concept and great execution.

The design process

When creating a logo, follow a logo design process that ensures the final design suits the client’s needs (not their wants). Here’s a list of what’s essential to the logo design process:

• Design brief: Start with a questionnaire or interview with the client to get the design brief.
• Research: Conduct research focusing on the industry, its history, and its competitors.
• Reference: Look at logo designs that have been successful and current styles/trends that may be related to the design brief; however, don’t follow trends just for the sake of it. Longevity in logo design is key.
• Sketching and conceptualizing: Develop the logo design concept(s) around the above-referenced brief and research.
• Reflection: Take breaks throughout the design process to allow your ideas to mature. This also helps to renew your enthusiasm and get feedback.
• Positioning: Position yourself as a contractor or build a long-lasting relationship with the client; for example, the client tells you what to do or you guide the client to the best solution. The latter is usually best.
• Presentation: Present only your best logo designs to your client. PDF format usually works best. You may also wish to show the logo in context to help the client visualize the identity.
• Celebration: Drink beer, eat chocolate, sleep, then start on your next project.

Read more: Artistic Expression: Logo Design from Start to Finish

What is a Gmail Signature?
A Gmail signature is a string of text that can be automatically appended to the end of every Gmail message you send.

What is the Default Gmail Signature?
The default is no signature at all because in Gmail the signature option is turned off by default.

What Should I Include in my Signature?
People include many different things in their email signatures. You can use your first and last name, your first name only, your first initial and last name, or even your favorite nickname. Some people like to also include a favorite quote. Formal business signatures will typically include an employee's full name, title, company name, address, phone number, fax number, email address, and company Web site.

Does My Signature Have to Appear in All of My Messages?
If the signature option is turned on, you signature will appear by default at the end of every message you compose, reply to, or forward, but you can always remove the signature before you actually send any message.

Can My Signature Appear on More Than One Line?
Yes it can. When you are following the instructions at the bottom of this page for creating your default Gmail signature, enter the signature text exactly the way you want it to appear at the end of your messages (on multiple lines if that is desirable).

Can My Gmail Signature Include an Image?
No. At the present time Gmail signatures can only include plain text.


Instructions for Adding a Gmail Signature

1. Log on to your Gmail Account.

2. Select "Settings" in the upper right corner of the page.


3. Enter your preferred signature text in the box next to the "Signature" option (typing text into that box will automatically turn on the signature option).


4. Select "Save Changes" to confirm your signature.