If you've ever managed the creative of an organization, you know that people always want to alter the logo. They want to change the color to match the picture they are using, they want to squish it to fit it, they slap it over busy pictures, and a variety of other alterations that pretty much just cause confusion, distraction, or generally look clumsy and unprofessional. To combat the creative lisence people want to take with your logo, here are a few instructions to include in your brand book that will make your logo clear in all your communications.
STEP 9: EXPLAIN WHY YOUR LOGO IS GOOD THE WAY IT IS
I always start by explaining why the logo looks they way it does. I hope that it provides clarity on the design and how it reflects and communicates the business, and explains why the logo is good the way it is. If you have multiple logos or variations of your logo, explain why and how they should be used. Be very clear because people will always want to use the one you don't want them to. I don't know why, it's just the way it is.
My logo is very straightforward. My instructions are very clear. The logo black and white, it's square, keep it that way. Because my logo plays on the design of a vision chart, I only want to use the inverse logo as a last resort because eye charts are white. I will likely edit this to explain what "last resort" means, and it means only use it when on black or a color on which black will not be seen. It's important to be very precise in your instructions.
STEP 10: YOUR LOGO SIZE AND SHAPE MATTER
Include what size your logo needs to be legible and give examples of how not to use it. In my book I explain that it should not be streched or sheared with an illustration of what not to do. You also may want to depict how you want it placed on top of images. For example, some businesses will have instructions that the logo cannot be placed over busy backgrounds. Also consider providing restrictions on how far away your logo needs to be from other other design elements.
Your logo is one of, if not the most important of your business' brand assets. Your logo is distinctly you and should not be altered without thoughtful creative strategy. If you are interested in learning more about brand assets and how and when to change them, check out this podcast from Let's Talk Branding.
Next time I'll cover taglines in your brand book!
Until then, be clear, be consistent, be seen.