Logos & Branding
When designing a logo, the cornerstone of your brand, I always ask my clients to consider the following points. Hopefully they will act as a guide to help you with the design process.
1. Keep it simple
Your logo will be used in a range of print and web applications, at different sizes and resolutions including websites, social media, business cards, leaflets, marketing materials, promotional items, exhibition displays etc.
Consequently your identity needs to look good and be instantly recognisable and for this reason I always recommend keeping the design as simple as possible. Intricate details and small text will become lost and almost impossible to view clearly below a certain size.
2. Logo types
Generally speaking there are two distinct types of logos: vector-based (lines) and image-based logos (pixels). For the above reasons I do not normally recommend using image logos and will convert the artwork into a suitable format.
Not all image-based logos work well at different sizes and require large files, but vector-based logos can be scaled up or down without degradation of the design.
3. Designs and colours
The most effective logos tend to be bold and simple and if they doesn’t render clearly in black and white then they simply won’t be serviceable. Simple graphics, easy-to-read text, and a limited colour palette will produce the best results. The logo should have sufficient contrast and ‘white space’ between the elements to make it legible.
4. Logo variations and file types
At the very least you should have a colour and a black-only version of your final logo and, depending on the design, you may also need horizontal and vertical variations. It is standard practice to provide clients with a print version (.eps), web version (.png) and desktop version (.jpg) together with any social media profile images as required, resized accordingly.
Creating just the right logo to impart your own brand takes a lot of skill and consideration. Whilst it may be ‘just a logo’, designing an effective visual identity which people will immediately associate your business or organisation can be quite a challenging process.
A personalised style guide will help ensure that your logo is used consistently across all media.