Your logo is not your brand, nor is it your identity. Your brand’s identity is how you’re perceived in the world while your logo identifies your business by using an icon or symbol. A logo is meant to identify and create recognition, but isn’t supposed to sell the company or explain who you are as a business… there is so much more about your brand that will do that.
Let’s take a look at Starbucks Coffee’s logo.
In 2011, the company decided to simplify their logo by removing their name. Currently, the logo is a picture of their iconic Siren. This Siren does not sell the company, nor does it explain that they sell coffee; however, since the brand has become so recognizable, the Siren now identifies the brand. We also see this concept with the brands Nike and Apple.
Part of the reason why these brands were able to simplify their logo is because they were consistent with their branding and logo usage. It’s important that you treat your logo with the respect it deserves.
As your logo builds more and more brand credibility and recognition, you will have more marketing power and your logo will have a brand value beyond the set of icons and graphics it was originally.
Here are some of the top guidelines to ensure your branding is consistent and appealing wherever you choose to use it.
- Do Not Move the Tagline – If you’re logo has a tagline, do not move it and do not delete it. Your tagline is designed to provide further definition of your company. The logo with tagline should be used in all mediums and should only be removed in very specific cases.
- Do Not Place On a Busy Background – When you’re working with photos or busy backgrounds, it can be hard to incorporate a logo overlay. Your logo is one of the most valuable assets your business can have, and you don’t want it to get lost in a busy photo.
- Do Not Change the Logo Colors – You may think that changing your logo’s colors is no big deal, but you’re changing more than just your logo… you’re changing your branding. It’s important to represent your company with branded colors to ensure a consistent experience across the brand. Keep it consistent. Remember this is how people identify your business.
- Do Not Cover the Logo – Seems kind of obvious, but do not allow text or other symbols to cover a portion or all of your logo. Whether this is on print or digital media, your logo should be crisp and clean.
- Do Not Distort the Logo – Be careful not to change the proportion of any of the logo’s elements. Your logo can be resized, but it needs to retain all proportions. This is a big one we see pretty often. Don’t do it!
- Do Not Separate the Letters in the Logo – Do not change the spacing or alignment of your logo. This changes your overall image and how the logo looks to your audience.
When using your logo you can do whatever ridiculous things you want with it, but the guidelines mentioned above will help your brand stay awesome (and consistant) so your target audience learns to trust and recognize it.
Repeat this pledge so you remember not to abuse your logo!
I love my logo, I love my brand, I will not abuse this priceless masterpiece.
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