Dan Wilson, Roland DGA’s creative director, is responsible for overseeing the design and communications of Roland’s product marketing, advertising literature, web, public relations, and video and tradeshow efforts. Contact Dan at dwilson@rolanddga.com
Today, almost every business has a logo and, by extension, many of the wide-format graphics for those businesses display the logo; but, you’ve surely noticed, not all logos are equal, nor are the ways in which they’re used in wide-format graphics equal. Several factors determine the effectiveness of a logo design and how well it is used in related graphics. For example, an effective logo will do the following:
-Quickly communicate the essence of the company, product or service. Such design elements as shape, color, iconography and typography should be used to achieve this essence and each aspect should enhance the character of the business, so its branding zeitgeist is made clear.
-Set the business apart from the competition. While a logo should be appropriate for the related industry, it’s ineffective to simply blend in. Instead, the logo should differentiate the company from its competition.
-Be authentic. A logo design can capture the spirit or aspirations of a company, but if the company or product doesn’t deliver such, the brand and logo could be damaged. Before initiating the design, ask yourself if the values the logo intends to communicate are true of the subject.
As important as the logo design is how it is applied, which you can determine by the following factors:
-Underuse or overuse. The impact of a good logo is lost in not using it enough — or, conversely, plastering it on every possible surface of wide-format graphics. Instead, consider the context in which each graphic will be viewed, and whether a viewer needs to be reminded of the corporate identity in that setting.
-Readability. A great logo design is ineffective it it’s lost within the design, or likewise, if it overpowers the graphic’s main message. Ensure the logo is appropriately placed within the message hierarchy.
-Print quality. Because, in wide-format graphics, resolution can go down as size goes up, be sure to use scalable vector-based logos, or high-resolution raster logos that will scale for the graphics size. Otherwise, you’ll lose image quality and the brand will suffer.
Keep these elements in mind, and always study examples of good and bad logo design and usage — your graphics and your customers will be better for it.