hen designing a logo, it is most important to develop a meaningful concept. To this end, the initial designs should be done in black and white far in advance of even thinking about color. Despite the cosmetic advantage of presenting and possibly approving a color comp early in the process, it is not recommended. Rather than blur priorities, the wiser path is to develop a design's shape and lines before color is even considered. Since the goal of a logo is to make the entity it symbolizes memorable, its own concept and configuration must also be designed well enough to remember.
Further, extravagant multi-colored logos can actually be poor investments because they are so difficult to recall. On average, it takes 30 to 40 impressions before a target audience can even begin to retain the identity of a simple well designed logo. For an extremely complex logo, the number will be much higher.
Then, there's the rule of thumb that a logo must work as one color. The time always comes when inexpensive one-color printing is all that's available, because for many purposes it's all that is needed. While digital prepress accomplishes gray tints more easily than ever, separation of objects that touch must still be carefully considered to achieve a good one-color solution.
Use black and white renderings to arrive at the most meaningful and memorable content for your logo
Here are preliminary design concepts developed for the Vianetix Corporation. This is a management consulting firm specializing in computer technology.