Is it scalable?
Does it look as good at 1 inch as it does at 10 feet? Successful logos can be used on any media at any size without reducing in quality or readability. However scaling your logo can cause distortion if it hasn’t been designed in vector format. If you do not have your logo in vector format you might want to consider getting it redesigned this way as it will save you time and money in the future.
Unlike JPEGs, GIFs, and BMP images, vector graphics are not made up of a grid of pixels. Instead, vector graphics are comprised of paths, which are defined by a start and end point, along with other points, curves, and angles along the way. Because vector-based images are not made up of a specific number of dots, they can be scaled to a larger size without losing any image quality. This makes vector graphics ideal for logos, which can be small enough to appear on a business card, but can also be scaled to fill a billboard.
Will people remember it?
One of the main reasons you have a logo is for recognition. You want people to see your logo in their minds when they think of your company or vice versa. Therefore your logo needs to be unique and simple enough to remember. To test this get people who haven’t seen your logo before to look at it for 3 seconds and then see if they can draw it? If people struggle to reproduce the logo it is too complicated and is not fulfilling its purpose.
Is it easy to read?
The key piece of information you want people to effortlessly take from your logo is your company name. Therefore it’s vital to choose a suitable font that can be scaled to any size and preserve its readability.
|Hard to read||Easy to read|
Does it stand out amongst your competitors logos?
Gather all of your competitor’s logos and lay them out in front of you. Compare them to your logo in regards to colour, fonts, etc. Does your logo jump out to you or does it blend in?
Look at the 4 logos above that represent different coffee shops. The green logo clearly stands out more than the others because it breaks the rules slightly. Nearly every coffee shop logo you see is brown, depicts a coffee cup, a coffee bean or both. The green logo is completely unique in terms of colour and imagery which is why it is a more successful logo in the coffee industry.
Does it work in black and white?
Your logo at some point will be printed out in black and white. You want your logo to always represent your company in the best way possible. Therefore it must look as good in black and white as it does it colour.
Can it be used across different Media?
Your logo will most likely be used on a variety of platforms such as your website, business card, letterhead, stationary, etc. Therefore it must compliment the rest of your brand identity on all types of media.
Is it timeless?
Do you think your logo may be seen as outdated one day? If so, you need to think of the implications this may have in years to come. It may cause confusion for customers and could impact your brand recognition that you have spent years building.
The Coca-Cola logo has been consistent since it was registered as a trademark in 1944. It is a perfect example of a timeless logo because it will never need to be redesigned.
Not the same can be said about the shell logo. Although today the shell logo is contemporary, it has been subject to many redesigns over the years costing them vast amounts of money and time.