Your logo is the face of your brand, so please please please give it as much attention as you would give your own face…it needs to be kept clean, presentable and moisturised (OK…maybe we are stretching a bit with this metaphor), so let’s dive in. Here’s 5 questions you need to be able to answer about your logo…
ACTION: Get your logo (or logo ideas if you haven’t got a logo) in front of you, as you are reading each question look at your logo and give it some thought. It would also be handy to get open the folder on your computer with the different versions of your logo, as we are going to ask you to look at the file type.
1. Why is your logo designed like that? If you don’t know the answer then why should anybody else? Logos should speak to you, and give something of the company away. Are you fun? Are you professional? Are you creative? Are you high quality? Your logo should stand for something.
2. Does your logo work in black and white? Colour is important in logo design, but it is inevitable somebody is eventually going to print off your logo in black and white, so make sure it works just as well. Also, grayscale logos can look really nice if you ever need to use your logo subtly or as a watermark too.
3. Is your logo a sensible shape? Funny shaped logos are never going to look right or fit well on any of your marketing materials and are going to give a designer a big headache.
4. Do you possess a high quality scalable version of your logo? Pixelated logos are never a good look, so whenever you hire a designer to design you a logo, please ask for it in a ‘vector’ format which will come in useful if you ever need an extra large version of your logo printed. You also need it with a transparent background so it can go on top of designs without being in a horrid white square. So you shouldn’t really have your logo in a .jpeg format for everyday use. The best format for this is .png with a transparent background. Also, does your logo work small as an icon? If not, maybe having a separate icon designed that takes aspects of your logo would be a good idea? (think the Facebook ‘F’ and the Twitter bird)
5. Did you spend more than half an hour thinking about your logo? Logo decisions should not be taken lightly, as you really need to live with it for a long time. People associate your company with your logo, so changing your logo is a big deal. It is much better to get it right from the start and let people make the right associations with the right logo from day one.
Bonus point: The best logos are simple and distinguishable. Keeping them simple means they can also be easily tweaked to keep up with design trends, which will keep them looking ‘fresh.’ Think about the Google or Microsof Windows logo. They have both been updated subtly through the years to keep them looking modern, but they never stray away from what makes them so recognisable in the first place.