Here are seven tips to building a harmonious relationship with your logo.
The relationship between your logo and business is like finding the love of your life. If it's a good fit you grow together to create an entity greater than the sum of its parts.
1. REPRESENT EACH OTHER
Your logo is not your brand. It is a visual image that represents your brand, which is your business' reputation. Your logo flavours documents with your reputation. It represents you in 2D.
2. SPREAD THE LOVE
You should love your logo. You should want to put it on everything.
3. BE FLEXIBLE
Your logo design and files should be versatile. You should be able to put it on everything.
4. ALIGN YOUR VALUES
Your logo should be appropriate, especially to your customers' experience. The values your logo communicates should be the same as your business' values.
5. BUILD STRONG FOUNDATIONS
If you create your logo brief by going through the process of formulating a communication plan you will then have a plan to keep your brand consistent.
6. HAVE YOUR COLOURS DONE
Your logo colours should not be recorded as PMS numbers only (Pantone Matching System). PMS numbers are used when printing in spot colour and this can be expensive. Most printing on paper stock uses the CMYK recipe system. Digital output uses the RGB recipe system.
7. ASSESS IT TO KNOW IT STILL WORKS
Your logo is a tool. It should be useful. It should be used. Preservation of your current logo format is less important than your brand and message. Break the rules of your style guide if necessary and/or advantageous to your brand.
Okay, so the last couple were a stretch! Even if a little clumsy, I hope the metaphor makes these principles easier to remember :-)
Author - Lamese Larney