Avoid having a logo with too much detail or it will struggle to remain readable when reduced in size. Likewise avoid huge, vertical logos. When reproduced on other collateral, like adverts or posters, a big busy logo can take up prime real estate. What’s wrong with that I hear you ask? Like many people, you might be thinking your logo is the most important thing of all. It is, isn’t it, since it represents your company? Well, yes and no. To potential customers, your logo means nothing if they don’t know your business. On this kind of advertising collateral, the most prominent message needs to be what you’re offering for sale or service and what makes you better than your competitors, not your logo.
Consider your colour choices. Your logo is likely to appear online as well as in print. It could appear on Facebook, your website, other people’s websites, in flyers, banners, magazines, even the newspaper. Your logo will need to look good against light as well as dark backgrounds and also reproduce well in black and white.
It’s a good idea to have your logo on file yourself as it is a piece of your intellectual property. You’re likely to be asked for it from time to time by other companies who may want to advertise your services or products on their website, or promote you in print.
Your designer can provide you with a suitable web version and print version of your logo. You’ll need your logo in a suitable file size for web and also for print, to avoid it appearing blurry when reproduced.
If the only logo you have is on your website, you might get away with reprinting it on your business card, but it won’t be a high enough “resolution” for print for many other uses, such as pull-up banners or outdoor signs. If that’s the case, there will come a time when you’ll need to have your logo redrawn.
Your logo designer could be a freelancer, a graphic design company, a website designer or a signwriter. Who to choose is entirely up to you but be aware that a professional will use industry standard software. This is important as it means your logo can easily be shared among the myriad of different designers and printers and it can also be reproduced at any size in future.
Your first meeting with your logo designer should be free of charge. Be sure to ask them what you get at the end of the exercise. Some designers believe your design work belongs to them but an ethical designer will supply you with your raw image files once work is completed.