Black and White version While emphasizing colors we must also remember that it is important for a corporate logo to come out well in black and white. A corporate logo design is used in all corporate communications including fax and photocopied document where they will be in black and white and logo design must be such that it holds same impact even in black and white.

Minimize Colors This is more important from an economic and usability point of view. Corporate logos are often required to be printed for stationary and corporate literature. Using a one or two spot color logo can save a lot of cost compared to printing a full color logo.

Logo Format It is advisable to always use a vector format for your corporate logo design. A corporate logo may be required to be reproduced at any size for different purposes in future. A logo design done in vector format can be expanded to any size without any loss of image quality, where as a corporate logo in raster format will loose image quality, if scaled up. Also it is easier to convert a vector logo design to bitmap than vice versa.

If you get a professional logo design firm to do your corporate logo and brief them about this basic tips (most of knowledgeable firms are well aware of these principles) you are sure to get a satisfactory corporate logo design that would go a long way in helping you establishing your brand.

Use your Logo: Once you are ready with your corporate logo start giving it maximum exposure possible. Not only on your business cards and letterheads but also on your packaging, uniforms, pens and all possible goods should contain your logo. This gives wider exposure to your logo and people gets familiar with corporate logo much faster. With all these you are on your way to establish your brand.

Then along came internet. Being involved in advertising in mid 90's, it was obvious to me that potential was absolutely enormous. Mind boggling. It was difficult to demonstrate, though, as speeds were painfully slow. You'd try to show someone over a cup of coffee or tea, and you'd finish drink while second page was loading. Try coming back in 5 years. Well, they did. With a vengeance.

The internet itself came on in leaps and bounds after that. Technically it developed rapidly. Companies started to realise they "had" to have an internet presence. Why? Well, often because their competitor did, or because they thought they should before their competitor did. They were diving in, pretty much blind; they did not understand what they were getting into. The stock markets cottoned on that something big was in offing, so .com shares were being touted to ever higher levels. Shares of companies with no substance in most cases.

I used to trade shares on a daily basis in those days, and I never touched one internet related company. I cringed every time I saw financial figures of a listed .com. Prices of shares were often in stratosphere while turnover was meagre and profits non existent, then and into future. The traders in London Stock Exchange and Wall Street did not understand. The internet was new, there was no history to go on. They simply did not understand. They were excited, and were exciting others too. The buying was frantic. The crash inevitable.

Companies all over world were realising, though, that they must have a web presence. Companies had marketing departments and/or advertising agencies. So they too had to go along with the tidal wave of internet anticipation. What did they do? They followed accepted patterns for marketing in those days. TV advertising. Radio advertising. Big newspaper ads. The massive costs of those methods bore no relationship then to potential for additional income, for sales. They were throwing money down drain in most cases. Why? They simply did not understand!

The internet was, and is, a revolution in communications. But marketing industry had not had a revolution, it was too bogged down in rest of marketing mix to realise what was really going on here. The printing press was a revolution in communications, but it took many years to spread its influence. Radio was a revolution in communications; likewise. TV? Likewise.

The internet has been more like an explosion, and after an explosion it takes time for dust to settle. That's one of reasons for maze of internet marketing. The dust is still settling. You can't see through dust yet. More of a haze than a maze I suppose! No, a maze in a haze!