52 Fridays is a year-long series for equestrian professionals and equine business owners and managers, with marketing and public relations information, ideas, tips, & resources shared here each Friday. New EMAIL blog subscribers receive a ’52 Fridays’ PDF when they sign up; existing subscribers and new RSS FEED & WORDPRESS subscribers can send a request for their own PDF here.
Last week featured several options for designing logos; this week, it’s a friendly heads-up on considerations for logo design.
Remember that how you use your logo affects its success, and it’s best to consider all the variations during the design process, before you waste time and money rolling it out. An experienced graphic designer should be able to discuss these variables with you, but they’re good to be aware of just the same.
- …look good in plain old black & white: Computer-based logo design means endless opportunities for getting carried away with the fabulousity of color choices and design elements available. However, the basics of good logo design mean you should first see if your logo looks great in basic black and white. By all means have a color version, but also have a B&W version, so you can have it when you need it.
- …are scalable & reproducible: This means that your logo should be simple enough that it looks great at all sizes, even teeny-weeny mouse-size (like in a social media avatar, or in the address bar of your browser, to the left of the URL), or blown up big enough to fit a roadside billboard. Many things look great on the computer screen…but are those same images going to look just as good in a newspaper ad, on a grainy fax, or embroidered on a shirt?
- …are easily recognizable: Does your logo have elements that represent what your equestrian business is about? Does it have your horsebiz name in it? A logo that clearly indicates what you’re up to in your line of work requires less work in terms of branding, too.
- …are logos you own: Be sure you read the fine print about copyright and usage when using logos designed from commonly available design elements. If buying a logo from a designer or marketing agency, be sure your usage rights are clearly spelled out, and guaranteed.
Here are a few articles I found worthwhile in explaining some of the issues and considerations in logo design:
- Considerations in Logo Design from Renaissance Graphic Design
- All About Logo Design from Taoti Creative (note – you might have to bump up the font size to read this one – as with many graphic designers, the modern trend is smaller font size!)
And finally, ask your designer to help you develop a graphic standards guide; this includes elements such as your official logo color data and acceptable variations of how your logo can be used.
Here’s a super, very detailed graphic standards guide from San Diego State University – a guide like this clearly indicates all manner of ways a logo CAN, and CAN’T, be used, and is a helpful document for any future design work since you can just ask designers or marketing folk ‘have I given you our graphic standards manual yet?’
We’re now halfway through the 52 Fridays series – do you have any success stories or marketing tactics inspired by the series you’d like to share? Post your thoughts via the Leave a Comment link below. See you here next Friday for 52 Fridays #27!
Read other posts by clicking on the Sort Posts By Topic dropdown menu to the right and selecting a category, or you can select 52 Fridays to read posts #1 through #25.