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Leadership is another factor; it connotes a knowledge of the marketplace and the ability to conduct business in such a manner that others in the field acknowledge this company’s worth.Innovation is another important component of image. Image-makers want their company to be seen as creative, knowledgeable and able to meet consumer needs with the newest and best products and services.
To build such an image through logo design requires the use of all of the tools a graphic artist has in his armory: fonts, color, placement, size, pictures and design motifs. Logosmiths know that some images require a sense of movement in the logo design; some need the strength of heavy block lettering; logos for products for infants, for example, would be best served with soft pastels and lines that are rhythmic and flowing rather than having sharp angles.
Any entrepreneur seeking a logo for his company or product should first choose the elements he or she wants to present as a communicator of the corporate image. Take the four key image elements and rank them in importance:
• Integrity
• Value
• Leadership
• Innovation
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