Logotype should operate in everyday applications of the company. Before selecting a project it is worth checking the readability of the name, different sizes and the relationship of the sign with other elements of identification.
Start with name and context
When designing a logotype, you need to know what the full name sounds like, whether there is an addition or where the sign will be used. A long record may require a composition other than a short name. It also matters if the recipient sees the brand for the first time or recognizes it from other materials.
Do not judge the proposal only by association with your favorite color. Check whether the project supports the nature of the communication set in the briefing and if the name is read without mistakes.
Tests in actual applications
Ask to show a sign in the page header, message signature and document. See the small and large, clear and dark background version, as well as a one-colour application if necessary. Not all variants must be identical, but should form a recognizable set.
For example, a thin addition can look good on a large board and disappear in the document footer. The solution is a separate variant without an addendum or a change of proportion. The extension of the entire character does not always fit the place where it is to be used.
Separate mark rating from mock-up assessment
Visualization on an elegant wall or packaging shows the atmosphere of the project. However, it does not replace the assessment of the drawing and typography itself. See the proposal also on a neutral background, without light, textures and perspective.
Note:
- whether the letters are clearly identifiable;
- whether the proportions are stable in small size;
- whether the sign is in the expected format;
- which versions may be used on different backgrounds;
- whether the team understands when to use individual files.
Pick up the rules, not just the picture
Agree a set of formats, source files and scope for further use. Short instructions should show correct variants and errors, such as stretching or accidental color change. Therefore, further materials do not require guessing the intentions of the designer.
Logo is the beginning of the visual system. Its development describes a guidebook identification, and the assessment of existing materials — audit of brand consistency.
