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Many new businesses overlook the value of a good logo and don't understand why having a professional looking logo is almost essential in order for the business to grow. There are many advantages to having a professional looking logo, however many smaller business stray away from this idea as cost may be a factor - this should not put you off as the benefits it will bring are enormous and well worth the initial money.

Logos should never be over complicated or too complex. Some people believe that more detail means a better logo - however this couldn't be further from the truth. A complicated logo will be harder to recognise from a distance, and is very difficult to change the size of the image for print or web use without losing the detail and making it hard to read or see.

Using complex logos should also be avoided because of the issues with colour; most great logos are easy to remember and recognise because they are simple and only use a few colours. A simple logo should contain around four colours maximum, however you must also be able to see the logo clearly in black and white, as well as on different coloured backgrounds.

Many people overlook the ability for the logo to be clear and visible in black and white, but this is key in order for the logo being successful. A lot of the time your clients may print or photocopy a leaflet or letter from your company, and to save ink, they instinctively print it in black and white. Now if this isn't clear and readable it doesn't look at all professional and can say a lot about your business. If your potential client can't read what your company's name is or what you do then you are going to lose business!

When creating a logo it should be memorable and recognisable, so that it sticks in clients minds and when they think of your company's name they should be able to visualise your logo. Look at some of the best logos that are around today:

1. McDonalds - a yellow 'M' - it doesn't get much simpler, right? It is simple for a reason; simple is easy to remember where as over complicated designs will be forgotten or confused with another business.

2. Nike - a tick; also very simple, but again so easy to remember and to reproduce. Your logo should be easy to reproduce so that you can print it on any material easily without much resizing or editing.

3. Ebay - not the most original logo ever, but again it is easy to remember - do you see the pattern yet? The most successful logos are the ones that stick in a customer's mind

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