Monthly Archives: November 2015

Dreamtree Graphics

The Art of Creating the Perfect Logo

Your logo should not be just an attractive icon with your business name next to it.

Your logo is your signature and should tell the potential customer exactly what your company does in a matter of a few seconds.

It should be unique and easy to remember and recognize.

Your logo should be cost-effective to reproduce. The general consensus is that it should be no more than two colors. This isn’t as critical as before digital printing became widespread. Offset printing costs are based upon the number of colors used. So you can save significantly on large offset print runs of items such as business cards, letterheads and envelopes that are only 1-2 colors.

Your logo should be recognizable at any size. So save the detailed imagery for your brochure and sales sheets. New designers tend to make the mistake of adding too much detail by using gradients, drop shadows and photo-like images. These get lost or appear ‘muddy’ when the logo is reduced to the size necessary for a business card. A good practice is to design your logo in a business card template and present various logo ideas to your client on one letter size sheet. Your client will then see how the logo appears at a small size and will not be as tempted to ask you to add distracting details.

So you see a lot is expected of one little logo. It is therefore hard to predict how long it will take to develop that perfect image. A logo can be created in as little time as 15 minutes; other times it takes hours of trial and error selecting fonts, colors and drawing the perfect simple image that defines a company, their products and their services.

Why Creative People Seldom Make Good Sales People

There is always the individual who can do it all. He/she is most likely in great demand and living a comfortable life style. But most people possess one or two great abilities and struggle with other areas of their lives.

A good sales person enjoys meeting new people and being the center of attention. He can read people and knows exactly what to say at the right moment. He is good at convincing people they need his products and services. If he says something not quite right he can expertly laugh it off, rephrase it to meet the approval of his audience or change the subject. People like him because he makes them feel at ease. He is always upbeat and knows how to use compliments with subtlety.

A creative person can be obsessed with their creation to the point of blocking out the outside world and losing track of time. In some regards their creation becomes their way of communicating. He doesn’t want to tell you that you should like his creation; he wants you to tell him that you do. So to ‘sell’ his project defeats that purpose.

Most people filter out crazy thoughts; it prevents them from saying, doing or even thinking too much about outrageous ideas. But some creative people embrace them by doing things their own way. They question the conventional world and this makes it difficult to fit into society and succeed according to existing rules. To some their art is a compensation for a deficiency and becomes more powerful because of it – like Ray Charles with his blindness and Van Gogh with his mental illness.

So just as a sales person usually cannot create a work of art, so too a creative person cannot sell it.