why you need more than one version of your logo
How many times have you seen a squished logo out in the world? Or one that has been shrunk to fit on a piece of collateral that you can barely read? Owning a business with a logo isn't just for showing off a pretty picture with your name on it. It is to show brand recognition out in the “wild” for your business to speak for itself when you aren’t there. Here are three reasons why you should have multiple versions of your logo.
Why is having multiple logos important?
You want to be seen as an expert in your field when owning a business. Your brand showcases how the world will interact with your business and how it will be perceived in the marketplace. You wouldn’t want someone to be interested in your services or products and not be able to legibly read your logo to find out who you are. Those are potential customers you are missing out on! Which brings us to reason #1 to have multiple logos:
#1 Legibility
Legibility is the number one reason to have multiple logo sets. Potential customers and clients who are seeking out your services want to clearly identify with your brand name/iconography. If they have to work too hard at reading your logo or text, then there is the possibility that they will pass on your services.
#2 Functionality
If you didn’t know, there are different types of file formats when determining if something should be read on the web versus printed. You’ve probably seen the logos or images that are printed and they look blurry or pixelated. Those logos or images are too small, which is perfect for web, but not ideal for print. When printing your logo you need a large vector* file format to be scaled correctly for whatever it is being printed on.
#3 Brand Recognition
You want people to recognize your logo without having to say anything out in the wild. This is where elements of your brand will be recognized without even seeing your business name. This can be from elements of your logo or patterns you use within your branding. Take our example brand above, someone may see the rose alone or the engine silhouette alone on a piece of marketing and recognize that it belongs to North Coast Welding. You want people to immediately associate your business with YOUR logo and branding to differentiate you from your competitors.
If you take away one thing from this post let it be this: you should at the very least have your logo files in black and white and web resolution and print resolution. Those few things will save you a lot of headache down the line.