Without Your Own Logo, You’re Faceless

A logo is not simply about creating great symbols; it is the keystone to your identity. You can’t walk around without a face and your brand can’t survive without a logo. It should be very personalized, very you, but follow a few guidelines to make it last the test of time.

The logo itself will live in many different areas and forms. It must have an easily identifiable mark. A mark is a symbol that you use to represent your logo. It can be an interpretation or abstract of what you do or it can be as simple as a unique typographical treatment of your company name. Either way, make it yours and make sure you aren’t too closely replicating another logo especially in a related field. This could end you up in trouble.

Your logo should be able to interpret into different collateral forms and sizes. It should be able to be printed in black and white, 2 color, and full color. Preferably it should be flat (not 2D or 3D). If so, it’s not a ‘logo’ instead they are called ‘icons’. Icons are symbols that are used in a computer environment, to launch applications or assist in navigation. While your logo is fun to look at in 3D, in certain applications like web and email your logo could be mistaken for an icon. There is nothing more frustrating than a click that goes nowhere and does nothing.

Thinking One Dimension Isn’t Bad

Thinking one dimensionally isn’t a bad thing here. You can add shading and dimension to your logo without making it look like an icon. Remember, there will be times when you want an understated logo. For instance when you partner with a client or sponsor work for a charity. Materials with multiple logos are tricky to design and even trickier when one logo is jumping off of the page screaming for attention. If your logo is strong it won’t need to do that.

Leave icons to the computer applications. The sleeker and more streamlined your logo looks, the more professional you will appear.