Here are some rules for your brand which can help guide the process of creating or updating your logo.
Generally speaking, a logo should be straightforward. Don’t forget that the goal is to build brand recognition. Your logo sums up who you are in a single picture. Creating a simple graphic can be very difficult. Nevertheless, it is essential to keep the design as basic as possible. Complex images are less likely to remember later, so keep the logo-less complex. Keep in mind, too, that a simple logo reproduces much more neatly to different sizes. You want your logo to look the same whether you use it on postcards or your website or a billboard ad.
Avoiding Special Effects
The temptation to add drop shadows, gradients and other embellishments are very strong, but you must resist! Of course, there are always exceptions to this and every other rule, but in keeping with the idea that the logo should be simple, avoid these extra effects cos complex elements don’t always translate well from a printed advertisement to your website. Better to leave the special effects to the movies.
Colours carry meaning, and they also vary by culture. A little research can help you decide which colours may suit your brand be If you’ve already got an established brand colour scheme, make sure your logo fit into it well.
Keep the colour selection down from two to four colours at most. If your brand is entirely online, this may not be an important consideration, since your logo will almost always be displayed in full colour. But, for example, if you intend to advertise in various formats and media, it’s better to keep the colour scheme basic.
Functional Big and Small
How does your logo look when it’s blown up to the size of a house? Now, what happens when it’s printed on the corner of your letterhead, and you’re looking at it from across the room? Can you still tell it’s your logo? That’s a significant test for determining whether your logo will function in all the potential places it may be used. As noted earlier, just because it looks good on screen doesn’t mean it will translate into a recognizable logo when it’s very large, or small, when printed.
Do develop some guidelines for the use of your logo. Examples include the exact colour schemes you used in the design, how much space to keep around the borders of your logo, and various file formats so others can use high-quality versions.
Brand guidelines can go far beyond these details, but having even these basic pieces of information available means that your logo will be used more consistently. More consistent usage means customers are more likely to remember your brand.
Making the Change a Big Deal
If you do make a change to your logo, or roll out a new one, make an event of it! Press releases and even a company-wide event are great ways to build awareness of your brand, change with clients and employees. If your logo was redesigned entirely, then letting the world know becomes more important. Pinterest is one of the best social media sites for such announcements.
Finally making changes to your logo is a very big deal since it’s so closely connected to your brand. Therefore, make certain that a change is needed before going through the process. You may even want to test out a redesign with your customers.
The point of changing your logo is to increase recognition or eliminate a dated look; if those considerations don’t apply to your logo, then don’t change it.