What makes a good logo? and why every logo should be dynamic.
“Good” logos are subjective, but when a logo is created there are specific factors to keep in mind that make it or break it. Good logos are clear and scaleable, meaning no matter the size it can be associated with your brand. This is why I wouldn't consider something highly illustrative and detailed a good logo.
I know, I know. I’m sorry.
Even if the image is beautiful, it's not functional everywhere. Something highly illustrative can still be used as a branding element, but you need simpler options when it comes to a logo.
But why?
This is because the highly illustrative logo of your dreams isn’t dynamic. When you make it teeny tiny, can your customer figure out what the heck they’re looking at? I’m sorry to be the bad news bear, but probably not.
Don’t cry! All hope isn’t lost! Consider having a dynamic logo. This means you have versions that are adapted and tweaked based on the context where it's being used. Having just one overall logo doesn't work for most businesses, you need something tailored to look great whether it is huge or teeny tiny.
Have you ever wondered why hiring a graphic designer can be so expensive? This is just one of the many reasons. I’m sitting at my computer for hours remaking the same logo over and over again so your brand looks amazing no matter the application. I’m going into my file and making the tiniest of tweaks to ensure you have all the versions you need for every circumstance.
Let’s take a peek at an example: I created this quick little sample here. The typeface is bold, but the weight of the lines in the botanical illustration are quite thin. When scaled down small you begin to lose what this illustration actually is. If I were creating this logo for a client would create multiple versions for different uses. An easy way to adapt this logo would be to thicken the lines of the flower for a smaller version, this way it's easier to see when scaled down small. Another idea would be to turn this illustration into a branding element to be used as an embellishment on collateral for print or social media. This little leafy guy would look super cute faded into the background of an Instagram story template, or perhaps on product packaging. Think bigger, where could this be used where we don’t have to compromise the quality?
Include all the lovely dainty illustrations within your branding elements, but keep your logo clean and simple, or have multiple versions for different uses. This will keep your brand looking fresh every single time.
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