Logos are the herald of your organization and cause.
They establish legitimacy and communicate your mission. They are the most recognizable and memorable part of your organization, appearing on everything associated from your publications to your website to your gifts. Logos are important and when done right, timeless. How do you know if your logo is a keeper? Try your hand at these five exercises to find out.
1. Make it black and white.
If you take away anything from this blog post, let it be this: if your logo doesn’t work in black and white, it doesn’t work at all. People recognize shapes, color, and text— in that order. The shape of your logo is what will make it most memorable, so make it count. Even without color, the brand personalities of the examples above are still very recognizable.
2. Make it huge. Now make it tiny.
Give yourself half a point if your logo didn’t pixelate when you enlarge it (logos should always be in vector form). Give yourself another half point if you can recognize your logo when it’s teeny tiny! Your logo will be websites, business cards, promo materials, and maybe even billboards – so make sure it still looks its best even when scaled down.
3. Cut it into pieces. Now pick a piece—any piece.
This tests the memorability of your logo. After cutting up your logo, can others still recognize which organization it is representing? If so, go ahead and give yourself another point because your logo is unforgettable!
4. Ask people. Honest people.
This is a test of logo authenticity. Without any context or backstory, ask strangers what kind of organization your logo represents. If their responses are in line with what you were aiming for, go ahead and give yourself another point.
5. Apply your logo to everything.
This is a versatility test. Think of all the places you would apply your logo. Does it work on business cards as well as billboards? Can it fit in squares as well as long, narrow spaces? Does it look just as good on computer screens as it does on a printed sheet of paper?
The main takeaway here is that every brand needs several versions of a logo—different combinations of colors and formats that will allow you to use it in a variety of platforms and mediums—while still keeping a strong, cohesive brand identity.
If you have five points, congratulations!
If you got less than five points and are interested in a logo redesign or refresh, shoot us an email at [email protected]. We’d love to chat about how we can strengthen your brand and help you achieve your organization’s mission.