Over the past month or so I’ve been presented with three brand new logos by various clients excited about a new brand or direction they are taking their business, only to be disappointed when they see the logo in action.
Here’s the deal – a logo has to work everywhere. Not just on a card, or postcard that is designed by your graphic designer for print. It also has to work on your website, social media and other web presences.
So while that “tall” logo looks really cool on your card, it takes up a lot of expensive real estate (or is mighty small) on your website/social media, etc. Having something recognizable when it is used as a social media profile graphic may be an important consideration as well. Take into account everywhere your logo will be used and design accordingly. You’ll be much happier.
The next consideration is color. In the old print world, a pantone color used to be a pantone and that was that. Now with the web and digital printing, many times CMYK color is “translated” (sometimes poorly) into RGB. Add in the various different monitor settings and the color you started with may not be all that appealing to some of your users. For best results, use websafe colors.
It’s simple and it’s not – be sure you work with a graphic designer who can help you take both the web and print into account and you’ll have results that you love and that really work.