Today I’m chatting about the 8 things you need to make sure your logo can do. I bet after you read this you’ll be looking at logos and point them out! That’s the life of a designer. You can never unsee those mistakes.

One: Your logo should work in black and white.

Does it have the same impact without color? Make sure that answer is ‘yes!’ Some people don’t have access to color printers and you want to make sure it packs just as much of a punch as your full-color version.

You also need to consider how it will be used in different production formats: printed on an invoice, embroidered on a hat, or screen printed on an apron. Remember, when it comes to some production methods you will be charged by the color.

Two: You need vector files.

This is imperative! Whoever supplied your branding suite needs to make sure to send you vector files (along with the standard jpegs, pngs, etc.). This could be either an Illustrator file (.ai), Scalable Vector Graphics (.svg), or Encapsulated PostScript (.eps). Just make sure your EPS doesn’t contain raster files!

Why is this important? Vector-based files can scale to the nth degree. Unlike raster files, which are pixel-based (think photography), which pixelate if you enlarge them. This gives you so much more control over where you can place your brand.

Three: It needs to be scalable.

Your logo needs to be able to flawlessly adapt to its surroundings. Make sure it could be scaled up to a 14×48 foot billboard on a highway or shrink down to a 16×16 pixel favicon for your website. Another reason why you need vector files!

Four: You should have more than one logo.

Speaking of which, you need to have at least two logos: square and long. Is it displayed alongside other businesses? Square. Is it going along the top of a brochure? Long. Really it all depends on what size design you’re working with, but the key here is flexibility.

Five: K.I.S.S.

Keep It Simple, Stupid. This was definitely a design school phrase that was said quite often! Make sure any unnecessary elements are stripped away…at least for the primary versions of your logo. On that note, make sure you get some fun, more detailed brand marks in your system! This could include a tagline, year the company was established, illustrated elements, or all three. Just make sure you know when you are allowed to use them (brand guidelines!) and make sure it’s legible on whatever design you’re adding it to.

Six: Stay balanced.

Do me a favor and open up another tab and google ‘Roger Federer logo’. I’ll wait.

Doesn’t it look like it’s going to TIP OVER? Your logo needs to look sturdy and well-balanced. It not only looks more appealing, but it shows strength.

Seven: Limit your fonts.

Pick two and really make them count. This will make your audience more familiar with your brand. Pair these fonts with your brand’s colors and I bet you could have a blind test and people would know who the design belongs to! That’s the dream, y’all.

Eight: Stand out!

Do your research on your competition and make sure you look different! Is everyone using blue? Use orange! Are they all using sans serif? Pick a serif! Don’t blend in. Just make sure it still looks like ‘you’.

Do you or someone you know need to level up on their branding? Contact me and set up a free discovery call! I’d love to talk about how I can help support you and your business. It is pretty much my favorite thing to talk about. Besides Gilmore girls, of course.

Talk to you later!