james

murphy

Graphic Design
Logo
Brochure
Business Card
Logo
The criteria for an effective logo
A logo is effective when it triggers the following 4 cognitive reactions (in order):

Please note: In a noisy world, if your logo doesn’t get noticed, it’s useless.
Emotion: A logo is effective if it elicits a positive emotional reaction.
Meaning: A logo must be aligned with the values ​​of the brand it represents
Memory: A logo must be easy to recognize and remember

So, whatever the type of logo chosen (logotype, monogram, pictogram, abstract or combined), it must meet the follow-
ing 10 criteria:

1. Simple
Less is more. An effective logo is preferably simple, easily
identifiable and memorable. Too complicated or too de-
tailed, it risks creating confusion.
However, this is faster said than done:
A truly effective degree of simplicity is only achieved after
a thorough reflection on one’s values and​​ the meaning of
one’s activity. Because a simple logo must also be solid,
balanced, structured and make sense.
2. Evocative
Your logo should allow you to be identified quickly. Each
sector of activity has its codes: colors (blue for the bank-
ing sector, black and gold for the luxury sector, etc.),
shapes or symbols. Whether you follow or not, knowingly.
A preliminary study is required. A good logo is the result
of upstream thinking (what values ​​do you want to convey)
in addition to a constructive exchange with the creative.
Because beyond the beautiful design, your logo must
above all represent your style, your profession, your con-
victions.
3. Targeted
Your logo does not necessarily have to appeal to every-
one, it must above all appeal to your target. Who are you
talking to? To children, businessmen, mostly women? The
logo of a toy brand does not use the same graphic codes
as that of a law firm.
4. Memorable
We come across hundreds of logos every day, but we
only remember a few. Simplicity and relevance will make
your logo easier to remember. Your logo should become a
visual cue. Whether it is a word, a sign, a color or a sym-
bol (we think of Orange, Nike, WWF, Instagram, ...)
5. Readable
As your logo can be used on different media, make sure
that it remains readable and understandable whatever
the size and type of media: web favicon, social profile,
packaging, promotional item, commercial documents,
business cards. visit, etc. A good graphic designer will
represent your logo in different situations.
6. Neat
At a minimum, your logo should convey a professional
image of you. To make a good impression and inspire
confidence. Its various elements will therefore be chosen
with care: harmony of colors, original and quality typogra-
phy, significant graphic details. Don’t forget to let your logo
breathe (Spacing, adjustment of elements, balance...).
7. Unique
You are unique. Show it! Your logo should not look like
any other. And it must convey a strong image of your
business. Investing in a logo made by a professional is
already betting on the future of your company. Your logo
represents you. Don’t underestimate the impact it can-
have on future costumers.
8. Timeless
A good logo has a lifespan of more than 10 years. Avoid
fads. As much as possible, anticipate changes in your
company. Changing your identity along the way is not
trivial and costs much more than a good initial investment.
Favor a scalable logo so that you can refresh your graphic
charter if necessary.
9. Adaptable
Think of your logo as a communication tool. It must be
able to be used in a variety of formats (print and web). It
should always be designed in vector format in order to ac-
commodate all media sizes. Check that your logo remains
legible and effective if it is printed in black & white, invert-
ed color (light logo on dark background), at the size of a
postage stamp (useful for social networks or favicones) or
at contrary to that of a billboard.
10. Scalable
If you plan to eventually develop multiple product lines,
consider the possibilities of your logo right from the start.
If this is a name, will it translate (or not)? If it’s a color,
how will it be perceived in the different countries you plan
to work with? If your business plan is ambitious and inter-
national, it may be wise to invest in a graphic charter.
Who should you trust with
the creation of your logo?
The possibilities are numerous and the price ranges very varied.

From the (almost) free online logo creation platform to the services of a graphic designer or an agency specializing in
branding, which solution should be preferred?

It all depends on your budget and your ambitions. As you will have noticed, entrusting the creation of your logo to a
freelance graphic designer or a specialized agency can be expensive. But if you take your business seriously, don’t
overlook this role, it’s a long-term investment.

The cost of your logo depends, among other things, on the creation process: a truly unique and personalized logo
requires time, thought, research, variations, not to mention the creativity and skills of the graphic designer and the
transfer of rights to authors.

When you choose the professional to whom you will entrust the creation of your logo, keep an eye on these different
points:

Check the professionalism of the person or agency requested.

Visit their website and especially the achievements page (if they don’t have one or show you nothing ... go
your way). You have to like their style.
Check out customer stories. on their Social Media. If so, send a quick email to one of the clients to ensure the
authenticity of the testimonials.w
What is their process of creation? How long will it take to create your logo?
Compare multiple price offers. Compare the type of service (brief + research + design + revision) and the
number of logos and revisions included in the price.
Make sure that the transfer of copyright is included in the price as well as the delivery of the different file for
mats (vectorized, cmyk, rgb, pantone, ...).
Brochure
The brochure is an informative or advertising publication. It is used in the context of
presenting numerous and structured information.
Print communications media contribute to the notoriety of your company and are good vectors for publicity. Among
these supports, we find the brochure, a paperback and closed leaflet, it is often used to present your products, your
services and your commercial offer.

Its main characteristics

A brochure presents the wealth of information about your company in a structured and paginated manner; the number
of pages is between 8 and more than 324 pages (below 8 pages is a commercial brochure).

The different bindings

It is the most popular and economical type of binding for brochures. It is used for:

Product catalogs,
Internal journals,
Information reviews
And magazines.

The most popular formats for printing

10.5 x 15 cm closed format
10.5 x 21 cm closed format
15 x 21 cm closed format
21 x 21 cm closed format
21 x 29.7 cm closed format
Examples:
Business Card
1. The content of the business card
It is counterproductive to want at all costs to fit too many items on a business card:
you only have a small rectangle that fits in a pocket! No need to overload it to the point of making it
unreadable.

An effective map may be satisfied with the following information:

The name of your company, with its logo your first and last name (as well as your proposed posi-
tion) which allows you to contact you: telephone (direct or not), email, address. If necessary, you
can add your tagline, if it is brief. The other written elements will be superfluous.

2. The format of the business card

Rectangular business cards remain the most popular in the professional sector. That said, nothing
prevents you from showing a minimum of originality.

If you keep the rectangle, you can fill it vertically, rather than horizontally. But you also have more
than the right to opt for round, square, or even cut-out shapes to represent your industry (the edge
of a comb for a hairdresser, for example).

3. The layout
Nature abhors a vacuum, it seems. The eyes don’t: they like to find places to rest while looking at a
document. So don’t neglect white space in your business card layout. They will be used to highlight
the most important elements: it is up to you to decide whether you prefer to focus attention on your
name or that of your company! Good management of white areas also shows a certain confidence,
something that you may want to highlight in your professional meetings. A tip: it is customary to
consider that the height of a line spacing should always be greater than the size of the font.

4. Typography
For a harmonious effect, do not mix the types of fonts used too much. The only more original ty-
pography should be your logo. For others, stay sober… and readable. If you wish, you can highlight
certain elements using color or bold. Don’t overuse the other styling effects. Keep in mind that this
is a very small document. However, this does not exempt you from preferring one typeface over an-
other, if you feel it represents you better.

5. The color
Black and white cards have had their day. Now, for just a little more, you can add color to your
communication. Use it sparingly: no more than three different shades on a single business card
(two would be better).

However, it is possible to invert and write in white on a colored background. The impact may be
greater ... but be careful not to give the readability too powerful a blow. On these professional doc-
uments, sobriety is sometimes preferable.
Examples:
james
murphy