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DID YOUR KNOW?

There are about 125 million light-sensitive nerve cells in the retina at the back of each eye.

While most people recognize that a brand helps people remember your company, researchers at the Univ. of Waterloo and at Duke Univ. recently released a study suggesting logos also affect our actions.

341 students ostensibly tested for visual acuity were flashed the image of either an IBM or an Apple logo prior to the test. Just seeing the Apple logo led to more and more imaginative answers to the next task, designed to test creativity: list other uses for bricks beyond building walls.

A subsequent test showed that students exposed to the Disney logo behaved more honestly than those who saw the E!Channel branding.

Logo Design

Your corporate logo should reflect the integrity and value of the company. It should be unique but recognizable, and easily resized for any purposes from a web banner to signage on the side of a building. It should show well on a variety of colours and remain clear when published in black and white on cheap newspaper.

As the keeper of the corporate logo, you need to retain a copy of the digital file that contains all the information you need to adapt the logo as your company grows and changes, and as contemporary styles evolve. Keep it on a CD and make a backup that you can store off-site. When you update the logo, archive the old versions and make sure the new one is safely stored.

The elements of your logo should be written up in your style guide for on-going use. For example, can pieces of your logo be split. If there is a graphic and some text, can they be moved relative to each other. If there is a tag line, must it always be included. Is there a condensed form of the logo to be used in tight places.

Your style guide also outlines the construction of the logo. For example, if there is a tag line, what is the typeface? Where on your network can the font be found if you need to update the wording. Do you own the font or is it one that belongs to your graphic designer? If it is not one you own, get a copy now. Fonts change and disappear.

We offer logo design at a number of levels. In each case, we will provide the original file and fonts so you can continue to use it as you choose.

Basic $400 Logo Design begins with standard motifs such as the swoosh or oval. We add your name and a motif that brands your company. For example, your logo might be a swoosh of stars with the company name offset to one side. Begin with a consultation with one of our team. On the basis of the interview and any branding material you can provide, our artist will design a logo for you. The cost is $400. Please pay 1/2 at the end of the interview, before we begin. The rest is due when the artwork is finished.

Original Concept Artwork. If you have a concept that you would like us to develop, or if you would like us to create a concept, we work on an hourly rate that allows you to sit with a one of our design team while you work out the details. Once you sign off on the concept and colours, the artist will work up the draft artwork. You review this, suggest changes and our artist will revise and finish the design and provide you with a final copy and all the pertinent source files on CD.

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