Finding Your Logo-Rhythm: Developing and Using Logos
Chapter 5: Logos
Logos
Lesson 1 of 10
Your logo is the central guiding piece of your brand identity — the symbol around which everything else is based.
Often your entire identity will ride on the back of your logo alone. This means you need to be armed with an iteration of your logo for every possible context and know how to implement it correctly in a way that upholds your brand integrity.
It is WILD to me how often clients come to me missing crucial logo files (we're talking "can't print it out" levels of crucial) that weren't provided by the original logo designer. On the other hand of the spectrum, many people I work with also, very understandably, don't know how to make sense of the dozens (or often hundreds!) of logos handed to them at the end of a brand identity project or how to make sure they're used in an on-brand way.
Both you and your designer will use your logo on virtually every project. This means you will need to know what to ask for when developing a new brand identity and what to look for when working with an existing one. You must also know how to make sense of the many logo files given to you and how to provide feedback that upholds both proper usage and design best practices.
A thorough understanding of logos is fundamental to ensuring...
You have logo files for every possible layout need.
You have logo files for every possible color need.
You have logo files for every possible usage (such as print and digital contexts).
You have the file types you need for every context your logo will appear.
You can find the logo file you need immediately for each context.
Your files are organized for efficient usage.
Every implementation of your logo looks professional and on-brand.
Your logo helps you build brand recognition.
Anybody looking at your branded materials will know exactly who has put them out.
Implementing or setting up your logo incorrectly will…
Mean you are missing crucial iterations of your logo.
Cause project delays when new iterations must be intentionally created.
Cause you to use a rush-job off-brand iteration.
Lead to production errors such as color distortion or pixelation.
Confuse customers who can't figure out who you are.
Misrepresent your brand.
… and much more!
In this chapter, we will dive deep into logos — how to make sure you have the files you need, how to source the files you need under each circumstance, and how to use them from both a logistical perspective and a creative perspective. Armed with this knowledge, you will be able to use your logo with confidence, give effective feedback, and communicate effectively with other vendors who need to use your logo.