Avoid costly branding mistakes and embarrassment with these pro tips if you're in need of a new or updated logo.
OUR LOGO CHECK SHEET CAN HELP YOU HIT THE MARK!
☑️ Is it readable? Legibility is always a top priority.
☑️ Is it too complicated? Complex logos with too many elements, colors, or intricate details can be confusing and hard to reproduce. A simple, clean design is more memorable and versatile.
☑️ Is it scalable? A logo should look good and be recognizable whether it's displayed as a favicon, on a business card, or on a large billboard. Test it before you decide!
☑️ Is it too trendy? Because a logo appears in so many places, changing it can be costly. Aim for a design that won't be dated quickly.
☑️ Does it need to allow for product migration? In other words, might you expand or revise your products or services in the future? If so, don't commit to an icon that prevents you from future innovations.
☑️ Does it convey the brand attributes you want? Modern, blocky type may be perfect for a tech product, but not for an esthetician, who wants to evoke a more elegant experience. Test your designs among people unfamiliar with your product or service and ask what they’re seeing.
☑️ Do the colors deliver the right brand message? Colors should be chosen based on color theory that outlines the emotions and associations commonly experienced with certain colors.
☑️ Does it work in all applications? A logo should work well in color, reversed out, and black and white.
☑️ Might it infringe on another business's copyright? Using elements in your logo that resemble copyrighted or trademarked material can lead to legal issues. Ensure your logo is unique and doesn't infringe on others' creative work.
☑️ Is there something you could be missing? Creating a logo without proper consideration can lead to misfires that can be reputationally and financially expensive to fix. Test it with others before you commit so there's no unintended impact.
☑️ Does it have a workable footprint? Test your logo on your website, business cards, and in other common applications to be sure it isn't hard to incorporate—or doesn't require an unusually large space.
☑️ Is it culturally sensitive? A logo that unintentionally offends or is insensitive to a particular culture or group can harm a brand's reputation. It's important to be culturally aware when designing logos.
☑️ Does it fit your target demographic? For example, if you're selling services or products for seniors, then extremely small type isn't the right choice.
☑️ Will you have a visual guide to ensure consistent use? Even a small company needs a visual brand guide that outlines fonts, colors, and logo use. Consistency is key—and is much easier if your users and vendors can work from clear brand standards.
Working through a checklist like this can help prevent costly mistakes and create a winning logo that will last for years to come—and will communicate the right attributes for your brand.
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