Real good logos don’t happen by accident. Ninety percent of the process is weeding out what won’t work. It’s easy to come up with 20 good/acceptable logo designs. Getting it just right involves creating and eliminating.

Old school designers will say that a logo has to work in black and white before color can be applied and they’re absolutely correct. Besides reproduction factors, keep in mind that multiple colors (4 or more) require more time for thought processing which results in less impact.

Since the "swish" era of the .com craze, more companies are realizing the importance of a well thought out, unique corporate identity. It’s your company’s foundation, and we all know what a weak foundation can result in.

— D. Schuman

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