Only the graphic designer can create the ideal logo for a company. It is the only person with the necessary training and experience to bear in mind the various aspects that a logo implies. Even though there are many unprepared people that offer logos, it is advisable to hire a professional graphic designer because he is an expert in achieving communicative and attractive logos. He knows what colors, shapes and typographies to use, as well as how to combine them so as to explain a company through its graphic language. Furthermore, he knows the basic aspects to make a logo successful: it must be simple, catchy, applicable, consistent, enduring and distinctive. As mentioned before, only an expert can translate what a company wants to say into a synthetic logo.

In order to achieve a logotype that captures the essence of a corporation, the designer must start by investigating the company. He will bear in mind the type of products and services of the company, the characteristics of its clients, its philosophy as organization and its message. The first step of the total design process is a key one, since it is the only way a designer can learn about the company’s spirit and thus put it in graphic sense. He then looks for the shapes, lines, colors, typography and disposition which will allow him to easily represent the company. He will make an image or a few words to strongly synthesize the best and the most distinctive feature of a company.

As said before, a logo can consist of an image, one or several words, or both elements. In any case, the designer’s role is essential to generate the company’s desired meaning. Decisions taken by the designer are never arbitrary; he always has a reason, and therefore it is important to value his work. If he has to choose the chromatic palette for a financial company logo aimed at young businessmen, he will probably choose cool colors with a little detail of warm colors, but he will never use as a base a saturated palette. On the other hand, he will use his knowledge about the latest design programs and about worldwide trends, as well as his artistic skill to develop a high impact logo.