While your logo should be unique and memorable it also needs to be functional. You can have the cutest logo design and be really proud of your creation but it won’t help your brand if you can’t reproduce it. This is exactly why you need to pay attention to practicalities already during the creation process. In this post, I will show you how to check your logo design for functionality.
Before everything else, a logo always needs to have good quality and be readable. These are the main requirements for every logo. If this isn’t the case your logo loses its effectiveness. A logo also needs to be reproduced on multiple materials, in different formats, and on various platforms. When you pay attention to the functionality of your logo during the design process you can be sure it’s versatile.
Related post: Logo design principles
5 things you need to check for logo functionality
A logo needs to be endlessly scalable without losing quality. This is especially important for print projects. The best way to ensure high quality is to create your logo with vector design software like Adobe Illustrator. Pay attention to every tiny detail before you save your final file. Which is best done by zooming into every corner and every detail and tweaking until all vector lines are smooth and every point is exactly in its place. It’s a lot of work but it’ll pay off. You don’t need to fear bad surprises when you print your logo in a large format later on.
Your logo needs to explain very clearly what your brand is about and what it is that you do. Can a potential customer see what you do just by looking at your logo? If your business name doesn’t explain this you should think about adding an icon or a tagline which does. Let your design speak words.
Another point you have to think about is color. Of course, you can use your brand colors for your logo but to make sure your logo is really versatile it’s always good to check if it’s also reproducible in one color. Some print processes will demand a one-color/ monochrome logo. If this isn’t possible for your logo design you should think about creating a logo variation.
Related post: Logo variations
Sometimes we need our logo in a very small size. This could be for a social media profile picture or even for a simple business card. In this case, it’s important to see if your logo is still readable in a small size. A good way to test this is to print your logo on a piece of paper in the size of the standard business card which is 85 x 55 mm. Especially look at the thickness of lines and the readability of your tagline if you have one. Filigree fonts can often be a challenge in logo design.
The format of your logo is something you need to think about right from the start. Depending on where you use your logo and space which is available to place it, some formats work better than others. A round or square- shaped logo will sometimes look ridiculous on a rectangular background and the other way round. Think about what format you need and create a logo variation if you need more than one form.