Logos and corporate identities

Ok, so producing a logo can seem pretty straightforward to some. However it's only when you start to impliment that great design you purchased you discover how great it really is. Indeed, you begin to realise why some of the best identities in the world are kept so simple...and so clear.

Logos have to work in various sizes, in various media, in mono and colour. It is important that any logo you have designed should demostrate how it appears in a wide variety of uses. In some instances this may include a positive and negative version (for reversing out of a colour). A strong brand will include guidelines, however these guidelines should be very clear and easy to implement - 36 page manuals just don't cut it. Think about it, this local print guy who's been given your logo to print on a £25 bit of print is expected to sit down for an hour and digest the 36 page manual content to comply with your guidleines....trust me, for £25 it just doesn't happen! Keep it simple and your brand will be far more effective and consistent.

Supply it in an eps format. This way it can be scaled up and down without loss of quality. A spot colour version and 4 colour version is also useful. If someone can drop your logo straight into a file they are less inclined to play with it and alter the file.

Unless you have a bottomless pit then avoid colours that don't look the same when converted to 4 colour process. Indeed avoid them anyway, 'cause sure as hell you gonna be stuck with a publication that doesn't print spot colours and you're going to be disappointed. As a minimum make sure you see how your logo is going to work in mono, in spot colour and in 4 colour process.

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