This post is part 3 of our logo design series.
I recommend you look at part 2 first so you know what elements we’ve already covered.
It’s very important for your brand to establish if you need a text only logo, an image only or a text and image logo very early on.
Some well-known brands such as Toyota, Louis Vuitton, Sony, Chanel have based their entire image on the fact that they have some well-designed lettering in their logo, or have a great ‘icon’ as their logo.
Having both text and image can be difficult in a logo as you come across layout issues – letter-headed paper or websites for example would often favour a ‘longer’ type logo layout than ‘square’ – whereas t-shirt printing and print media generally could go either way.
This leads me into my next pertinent point…
You need to consider the media that your logo is likely to appear on.
There is a multitude of different types of media and it could be a consideration as to what types of media are important to your brand (in terms of marketing) and working out some design constraints from that.
An Example – School Advertising
Let’s put this into an example – imagine we have a school (or academy).
Advertising for schools is important – they don’t have big budgets generally and, although it’s not often the same type of advertising as a retail outlet for example, it is there to help reiterate the values of the school.
What I am trying to get at is that the media that this school’s logo is to appear on is limited. Without putting huge amounts of thought into it, the list I come up with is:
- School building signage
- School uniforms and clothing
- School bags
- School brochures
So, we have a couple of different types of media to consider here: Print (brochures, signage) and Embroidery (school bags, uniform).
Now, if we were never going to use this logo on embroidery, or embroidered clothing wasn’t part of our consideration, we could use tiny text and gradients.
Both of which are no-no’s in the world of embroidery – due to the physical constraints of being able to sew small enough.
Since we ARE going to be using it in this example, we need to ensure that the logo works well on embroidered clothing – as quite possibly our #2 consideration (after #1: the values communicated through the logo).
So our logo would need to ideally NOT contain any gradients, or if it does it needs to work well as a solid colour and it would need to not be too intricate.
This is just a simple example to understand that the media and your marketing plan play a huge part in the considerations of logo design.
In part 4, we’ll understand the reasons that size matters in logo design and continue this logo consideration mini series.