Should it be designed onto everything? Should some standards of usage be set? 

Once the new logo is chosen, one should insist that the logo be used in all the company’s communications. It must be identifiable whether in a magazine or on the side of a truck, and whether it’s the size of a postage stamp or a football field.

Your designer should take into account every possible circumstance that the logo is likely to be used in. That is one color on white field, one color on a dark field, 2 colors and 4 color process (full color) in either situation. What are the exact, specified colors using Pantone Matching System (PMS).

Obviously, one cannot foresee every situation but your designer can specify most circumstances and the logo’s usage in those particular situations. If not, get a better designer.

Will the logo be printed or digital or both? Upon what type surface will it be printed? What will be the smallest usage and what would likely be the largest? Will it be printed using letterpress, offset or web presses or will it be silk screened or embroidered? Will it be used digitally, via email, the Internet or on TV and at what resolution for each type of usage?

And finally, the logo should be designed into each promotional piece. It should NOT be just slapped on, as many are. Since it is new, there is a tendency to make the logo too BIG, that one should resist. Keep it in good taste and don’t forget to have FUN with it.

Go to jbpotter.com, click on the CONTACT section above and send Jack a message. He will reach out to you right away. He has done thousands of logos, is a good listener and is easy to work with.

The Next Tip: We will talk about what is the best way to introduce your new logo.  Stay tuned for Tip #15