Ten tips to make your logo shine.

As many of you know, a logo is a symbol or emblem, which is used to represent a brand or corporation. Did you know though that contemporary logo design has been around since the 1870’s? It’s widely accepted that every company needs a logo, but why is logo design so important to brands? A brand’s logo is used in all visual communications, from advertisements to invoices, meaning it’s hugely important because it is instantly recognisable to the brand itself. A logo also sets a brand’s tone and determines how people view it in one single image, making it vital for a brand to maintain a good logo.

What makes a good logo?

A good logo should be unique, memorable and easy to recognise, making it clear which brand/company that particular logo represents. A good logo should look professional, be suited to the brand/company’s target audience and demonstrate what the company does, as well as the brand’s ethos – a lot to be considered in one image! Less effective logos are often over-complicated and detract from the brand’s message. Logos should come with a ‘handle with care’ warning, as a logo being mistreated can often reduce its effectiveness.

How to love your logo:

In order for a logo to reach its full potential, and look professional at the same time, it must be handled with care. Even the most iconic of logos can be less effective when mistreated. Consistency is key when it comes to logos; your logo must be displayed in the same fashion across all types of media. Frequent re-branding should also be avoided, as it is not beneficial to a company. Here are some good to know guidelines to keep your logo looking strong:

  • Logo’s don’t like to be squashed, stretched, or distorted.
  • Colour variations could weaken your logo, so keep it strong by sticking to the exact hex, pantone, CMYK or RGB values of the original.
  • Don’t change the layout of any elements, this is a sure fire way of making your logo sad.
  • Don’t rotate your logo – it might get vertigo!
  • Pixelated logos are for the 1980’s. Try and use the correct files to avoid this. An .eps file will not lose quality when scaled up so should be supplied to designers and professionals. A .png file should be used when a transparent background is necessary. A .jpg file will lose quality and become pixelated if scaled up. A .jpg file should be used for web if a transparent background isn’t necessary.
  • Try and give your logo plenty of space to breathe – don’t let it appear cramped.
  • Use a single colour version of your logo if the background detracts from the full colour version – make it stand out from the crowd.

The infographic above illustrates logo dos and don’ts using our own Cornerstone logo. It shows how each of those seemingly small changes can affect the overall look and feel of a logo – imagine the effect all these changes together would have on a logo! If your logo comes into contact with various people on a regular basis it may be worth having some corporate identity guidelines written up to avoid its misuse. For more advice on branding and identity please contact us at Cornerstone – we’re happy to help!

Cornerstone DM