Logo usage big and small

By Wendy Rall    Volume 3 Article 5

Does your logo read well? 

You are about to build your brand. You have a image in your mind. It is a visual image that is a reflection of you and of how you want your brand to be marked. Go ahead and dream keeping in mind that it’s best to keep your logo simple. This is because you logo will be used large and small. From a trade show display to a ball point pen, your logo must work big and it must work small for the best results.

Getting results.

As a logo designer I am frequently challenged by entrepreneurs that have a complex vision for their logo. In these cases I must keep complexity to a minimum. There will be times that a more “illustrative” logo will work well, such as on a tee shirt or a banner, but when it comes to smaller usages, the objects in a complex logo will run together making the image hard to read, and worse…easy to forget! I design logos to get results. If your logo is not easily read and well remembered then your results will be diminished. When a complex logo design is complete I recommend designing an alternate version to be used in smaller applications.

Master logo

Master logo

Alternate logo for small usage.

Alternate logo for small usage.

A perfect example of an illustrative logo is the logo that we created for Rejuvenate Me Massage. The business owner was set on having doves fly out of Heaven’s gate in a beautiful soothing image. We developed her logo and when reduced to usage for a business card, it still reads well, however anything smaller than that would be a challenge to see clearly.

Why an alternate version?

There will be times when your logo will be used on promotional items, such as a pen or a lighter for an example. Many logos do not read well on such a small item, however a more simple, alternate version of your logo can be read well due to it’s simplicity. There are many other applications such as embroidery, for example, that do not lend themselves well to illustrative, complex logos.

When participating in industry events, you will be listed in a space with numerous other companies, and your logo will be seen very small.

Master logo and logo for small usage.

Master logo and logo for small usage.

Design for very small usage.

For my corporate logo, I have my company name inside of an oval. If I was to reduce this to put it on a pen, the lettering inside of the oval would surely be “closed in” and unreadable. Also when reduced for a profile photo in social media, an oval is not the best use of space, therefore I created an Alternate Version of the Budd Branding logo, that I can use in small spaces or specialty application such as on the sleeve of a tee shirt that would feature the full logo on the front or back.

Please take a look at your logo as it stands now. If it is “too busy” to read in all applications, it’s time to consider rebranding your logo or creating an alternate version. Be bold!…Be remembered.