Ask for Black!

I have a very simple philosophy about what makes a successful LOGO: A Logo MUST be AS Powerful on the side of a pencil as it is on a billboard!

Most logo designers draw illustrations that are intended to be and NEED to be reproduced on a larger format. Their “logos” are flashy and can dazzle the viewer, but it requires enormous detail (lines, shading and color) for the logo to give the illusion that they are creating. However, due to the need for that detail, it will be impossible for that logo to be reduced down to a small size and still be as effective. When a logo is created, the owner surely is going to want to use that logo in every marketing effort that they imagine – WITHOUT costing extra money.

Use this mental exercise as a test. Imagine how the Mona Lisa painting would look on the side of a pencil. Is as impressive? Not hardly. Now imagine the Nike swoosh logo on the side of a pencil. Is it as impressive? You bet it is! Regardless of whether that logo is on a billboard, pencil, embroidered on a garment or in a phone book, it is just as effective every time.

So how can you insure that the logo you are buying is going to work in every application? Ask your designer to show you that logo in Black ink only and no shades of gray. Furthermore, ask them to show you a copy of it in an extremely small size...like the side of a pencil. If it is not as good as it was when you first saw it (Large and in color), you had better pass. And maybe even look for a new designer!