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Anatomy of a logo

Great news. You’re starting up your own company. To go along with all of the excitement and enthusiasm comes the reality of having to create an image for your new business. A venture that will both captivate and project a level of professionalism and seriousness to attract potential clients looking for the products or services that you offer.

Where do you turn to next? There are many options today for the new start up just breaking into business, or any company that is looking to refresh their look… sure, you can find online services that offer ‘packages’ that include logo designs for as little as $10 (or less). But as with everything in life, it’s ‘buyer beware’. At the end of the day the expression ‘you get what you pay for’ really is true.

When it comes to how your company is perceived, many factors come into play. The logo is of course one of the first – if not THE first — visual representation of who you are, so you’ve got to get it right. It must truly reflect the essence of your company: what is your vision, what do you stand for, and how do you stand out from everyone else out there?

In order to effectively create a logo that has staying power and that best reflects an organization in the marketplace, due diligence must be done in research and design at the beginning of the process. Once certain baseline criteria have been established, it’s time to produce concepts and variations of those concepts, for client approval.

The end result: a logo that is memorable, timeless, and a trademark that clearly illustrates the company it is representing.

Here’s a recent logo design that I completed for a flute choir ensemble, in color and a black-only version.

logo Les Flûtistes de Montréal