Recently I was asked to admire a beautifully-designed, Photo-Shop-created, full color logo.

They wanted my honest opinion, so I let'em have it.

I offended the proud owner who had paid a lot of money to a well-respected design center.

Even though it passed all the designer-important standards (good use of contrasting colors, relevant imagery, proper proportions, a distinctive typeface), it was too limiting.

There was no way you could have used the logo in a black & white ad. If it were reproduced smaller than an inch wide, it was illegible. There were no allowances for reproduction as jewelry or ad specialty applications. It had been designed to look good on fine paper and on the website, and without regard for any other application.

Also it was pretty generic. Though the imagery was relevant, it was expected. After all, doesn't every logo for a dog kennel need to picture a dog? Or every bar a martini glass? I don't think so.

The logo icon should have some relevancy, but it needn't be a cliché.

The moral is to ask your designer to design a logo that can be used in a variety of applications, from one-column "help-wanted" newspaper ads to four-color 24-sheet posters. Also ask them to think alternative graphics to convey relevancy.

Martin Jelsema

Martin Jelsema

www.signaturestrategies.com