A great logo is a powerful tool to have in your branding toolkit. But what makes a logo a great logo? Here are some tips I have learned from others and some which I have learned the hard way:
Tip #2 – Design for Small Scale Situations
This has been one of my biggest challenges in logo design. A logo needs to be scalable, especially to small sizes. Text can become illegible when the logo is shrunk. Fine details are lost when it is scaled down. So what is the antidote? I will pass along some of the solutions that have worked for me.
- Simplify your design. Does your logo need the text or the fine details? If so, consider designing a second logo for small scale applications using a portion of your design. The two logos need to be similar enough that people recognize them as belonging to the same brand.
- Carefully choose the aspect ratio. Try to list all the small scale applications you may encounter. (Document headers, tags, charts, etc…) Will the width or the height be the limiting factor in these situations? If the width is the issue, then make your logo narrower so that the details can be displayed larger, and vice versa. (Hint: height is often the limiting factor) A square-like logo might work best if you are unable to determine which dimension you need to compensate for.
In what circumstances do you need your logo to be small?