The Many Faces of Your Logo
Would you wear a pant suit to a bar-b-que or PJ's to the office? Most likely not! Instead, you would wear the proper attire to best adapt to the different surroundings you attend. A similar method goes for the application of your logo design. Your logo should adapt where it needs to go too.
Logos are graphic symbols that represents the face of an organization. It visually connects the organization with the public. A huge part of a logo's function is to be applicable to different media such as: print, web, TV, etc. All worlds of media are handled differently; therefore, logos must be created with mulitiple versions that support where they will end up. This will help your logo's presence appear its best at all times.
Solid company brands utilize different faces of their logos. For example, familiar organizations like YouTube, Pinterest and even The University of Illinois supply guidelines of how their logo should be applied along with multiple file versions. For one to deviate from the instructions provided would be similar to one changing another's image without their permission.
So if you already have a logo or are in the creation process, it's best to make sure all your logo's faces correctly reflect your organization's visual presence. Below are must-have layout examples. Enjoy!
1. The Original
The original is the full color version that sets the bar for all the other versions. This version includes all the bells and whistles such as gradients, drop shadows and other design effects.
Note: It's important to know exactly what your CMYK, PMS, RGB color formulas are to make sure they are properly applied to the correct media. Your graphic designer would be able to provide that information. (See The Design Dictionary post for more insight.)
2. The Two Color
This a flat version of the original using only two of the identity colors from the original logo. This is a more simplified version. This is great for media that uses limited colors. (For example: a company saving on print cost by using only two colors as oppose to paying for full color.)
3. The One Color
Just like the two color version, this is another simplified version using only one identity color or black only. (Great for using in one color print jobs like newspaper ads.)
4. The Reverse
My personal favorite! Not all backgrounds are created equal, so having a version that will pop on dark backgrounds is genius! It's great on the eyes and gives more versatility to your visual brand.