A logo should be equally recognizable at the size of a button as it is at the size of a billboard. So what you want to do is design the button first. Then you can enlarge it to add color and some minor details – but remember the purpose of a logo, instant recognition of simple form. So keep it that way – simple.

Do not design fine lines or thin spaces as part of the logo design. When it reduces in size it will become difficult to maintain the logo impact. Imagine, for example, a logo with 12 horizontal lines and 11 spaces. Now reduce the logo to 12 pixels high. Since you need one pixel per row just to render it – you lose 6 lines!

You will also find an equally proportioned shape like a square or circle will “fit in” to more diverse applications. If you need to violate this, vertical ones are more difficult to fit in than horizontal ones.

Same deal with type, if the logo requires type, put it at the size of a button and see how it works.

Some common mistakes to to avoid: use gradients and fades very sparingly – these can be hard or expensive to reproduce away from screen. Too many colors (keeps print costs lower to use let spot colors). Too much detail. Not enough contrast.

This entry was posted on July 10, 2007 at 8:27 am and is filed under Designing & Programming. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.