More than a decade ago, as a member of a local woman’s group, I was asked to be on the Board of Directors. In trying to attract more members, and look more professional, we develped a logo and an illustration that we used on their web site and brochures that symbolized the group's goals and ideals.

I’m no longer a member of that board, but recently learned that they now want to retire the illustration and redesign their logo. However, they mistakenly have come to believe that this illustration is their logo. It is not. Their logo in this case, is a type treatment of their name. It does not have a separate symbol. (Think of the Coca-Cola logo).
   
  Needless to say, the current Board of Directors contains many brilliant people whom I admire for their expertise, some with MBAs, others who are print and web designers themselves. I am shocked to learn though that there is this confusion about what a logo is and realized the problem is wide spread. To help you avoid the same mistakes, I’ve developed a checklist for you to use when participating in a logo development project or branding initiative.
   
Will it work in black and white?
Consider this -- any logo you choose has to work in black and white as well as color. Keep in mind that you'll most likely have to reproduce your mark in a newspaper, so the mark has to be memorable and clear in this media.
   
Is it recognizable when it's very small?
Your mark has to be readable when it’s very small. Imagine a one column wide newspaper help wanted ad. You still want people to be able to read and recognize your logo. Ask to see a version of your proposed logo when it’s only one inch wide.
   
Is it simple?
When you boil things down to black and white and one inch wide, your new mark has to be very simple in order to be quickly readable. The purpose of a logo is to allow our businesses, corporations and organizations to be remembered easily.
   
Are type and symbol working harmoniously? Look for some unity in the mark. Is there unity beteen the symbol and the type? Are line weights similar in thickness? Are there any shapes or curves that repeat themselves? Is there a unifying progression? Is the “negative” space used well or even better, an intregral part of the mark (see the arrow in the Fed Ex logo)? Or are all the elements different and unrelated? Everything shouldn’t be so similar that it lacks contrast however.
   
Does it “humanize” your business?
Logos try to humanize our very complex and large organiztions and corporations. They bring them down to something we can comprehend, makes them easier to remember, and simplifies them. Who can really comprehend all the businesses General Electic is in and the products and services it offers?
   
 

When embarking on a corporate identity or branding project, think of all the places you’ll use the logo, from small, black and white newspaper ads, a two-color version for your letterhead and business cards, and perhaps a full-color version for your web site. Use the check list supplied here to ensure that your logo will work for you in any media.


Cheers,

Linda E.
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I hope you’ve found this information helpful, but if not, feel free to contact me with questions and suggestions.
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Enrico Design can help you get your message to your target audience with impact and memorability in print and on the web.
Whatever your organizational goals, we keep you top-of-mind with your customers and prospects. Visit http://www.enricodesign.com/, call 781-631-2520 or contact us by e-mail.
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