When designing a logo it’s important to think about how and where the logo will be used. Will the logo be mostly seen in print or on-screen? Consider scale and shape, will the logo be used on the side of a building, or will it only be seen on a cell phone app?
- For logos seen mostly in print: you might want to research how a full color logo will impact your printing costs. If your logo is featured on a label, for example, it might be the case that a single color logo would work well for you.
- For logos used mainly online: you will want to consider scale. Mobile browsing has become increasingly possible and popular. It’s important that your logo looks equally good on a cell phone as it does a desktop computer. When logos need to render very small it might be better to favor an icon type design rather than something too detailed. Most screens will render your logo at 72 pixels per inch which doesn’t allow for a great deal of detail.
- If social media is an integral part of your marketing strategy: you might want to consider how your logo looks in a predefined shape. Social media platforms often provide users with a small, circular or square space to upload their logo.
A successful logo needs to work well in all settings and situations. To accommodate different needs, logos are often created in several different versions. Typical variants would include portrait, landscape, color, mono and reversed/inverted. In terms of imagery and color it’s important to keep it simple, memorable, appropriate and timeless.