An Effective Logo is one that :

• Reflects the company or organization well
• Meets the need of the company and keeps the target market in mind (is the purpose to sell something , advertise services or represent a group/event? Who is the target audience?)
• Is visually attractive and distinguished (it must be unique and not confused with other logos)
• Can be easily reproduced (The simpler the better in most cases)
• Uses a limited number of colors to cut down the reproduction costs
• Will still look good when scaled down (important if you want to use it on business cards for instance).

Whether you are trying to design a logo yourself or hiring a graphic artist to make one for you, its a good idea to keep the above guidelines in mind. The next step is to jot down some notes related to the guidelines.

You are more familiar with your own company or organization than the graphic designer is, so its helpful if you can come up with some keywords and symbols that reflect your business. For example, if the company mainly deals with auto repair and the Name is "BJ's Garage", then some keywords and symbols may be: the letters BJ, automobile, nuts and bolts, strength and reliability,particular tools of the trade, etc. There may be something that strongly relates to your company. Keep in mind that the logo should stay simple and that may mean representing only one or two objects.

There are many ways to make a design visually attractive but "beauty is still in the eye of the beholder" no matter what you do. The goal is to make one that the target audience likes. A logo that is intended to sell soft and cuddly items may not want a graphic that comes across as strong and regimented. The type of lines used, the overall shape (curves or straight lines, repetition of parts), the visual illusion of movement, and the font used for letters, can all effect the final mood of the logo. It's a good idea to show your logo to a number of different people and see some different reactions. With any hope you will portray the feel of the company well and leave a great impression.

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