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Here at WHC we have been working on creating a new logo. A logo is the most visible piece of marketing for a company or an organization; it’s what is seen most by the public. We have been working tirelessly for the past year and a half on bringing our concepts to life. Like many of you, we had no idea all that goes into this process.

We learned a few things through this process. If the logo design doesn’t align with the company’s products, services, or message, then the public will have a hard time identifying with the new look. Every little detail matters when creating something that will speak for your brand. Colors had to be considered; size for our website, business cards and stationery had to be considered; deciding between a symmetrical and asymmetrical logo design and confirming that the finished product was the best representation of our brand took a lot of work.

So what makes a great logo? Great logos follow five key principles: simple, memorable, timeless, versatile,and appropriate.

Simple logo designs allow for easy recognition and require the logo to be versatile and memorable. Great logos are always unique but understated. According to Jeff Fisher, a design guru, “simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client.”

Memorable logo principle follows closely behind the simple principle in the idea that all memorable logos are simple and appropriate. American Art director, Paul Rand, advises that “ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.”

The next principle a great logo should follow is being timeless. Timeless logos are designs that stand the test of time. Timeless logos stand out and are memorable for being classic. Think about the logo for Coca Cola. The original logo was created in 1885 and hasn’t changed.

Versatile logos are able to work across a variety of mediums and applications. The logo should be able to work both in horizontal and vertical formats.

The final principle a logo must follow is it must be appropriate. Appropriate doesn’t need to show what a business sells or offers as a service but instead needs to be purely for identification. Paul Rand states that “a logo derives its meaning and usefulness from the quality of that which it symbolizes.”

We are grateful to all those that supported us in creating our new logo. At DesignFest, which was hosted by MICA and sponsored by the T. Rowe Foundation, several design students and professional designers helped us sketch out some preliminary concepts and start thinking about the overall brand style. With the support of RedStart Creative, we were able to finalize colors for the logo. Designer Danielle Nekimken helped put the finishing touches on our logo. We are also excited to have a Marketing Advisory Committee that is supporting us in revamping our marketing materials with the new logo. It truly takes a village, and we are blessed to have an amazing village that supports us.