How to Decide on the Best Logo for Your Branded Visuals

Obviously, there are a lot of factors that go into creating a truly great logo. You need something that really represents your brand and your business, is unique enough to stand out, and eye-catching enough to demand attention. It’s a lot to consider.

But beyond the obvious points, you should also think about the visuals you’ll be creating in the future to advertise your logo, whether it’s at trade shows, events, or at your place of business. Your logo will be your calling card and often all you have room or budget for – so it has to be strong enough to speak for itself. If you’re putting together a new logo for your business, here are three points to consider:

1.  Color vs. black & white:

UPS logo in B&W and colorA black and white logo can be classic and sophisticated, but most people would agree that interesting colors are much more likely to grab your attention. Be thoughtful when choosing colors, since you’ll have to live with them a long time! Neon orange might be eye-catching, but if you print it on all your visuals (logo colors often dictate display colors) it may become over the top. If you’re working with a designer, it’s a good idea to get a color version and a black and white version of your logo – there will be times when only black and white is used (some print ads, event sponsorships, etc.) and a logo that was designed for that purpose will look sharper than one that was just converted to grayscale from color.

2.  Text vs. No Text:

Dell logo with taglineObviously most logos include an image, or turn the name of the business into a stylized image. Another factor to consider is whether you logo should also include a (very) small amount of text. This could add many different things to your logo – perhaps a location for brick-and-mortar businesses, a tagline or motto, or a few words that make it clear what your business does. Again, your designer can provide you with an image-only version and another version with the text added, so you can choose when to use which version. If you just want to brand an item or watermark a photo, the image may be enough. But if you’re printing a huge banner or backwall, a little more information will never go amiss!

3.  Types of printing:

Adobe Photoshop gradient logoThere are many different ways to get your logo printed on visuals and displays, and printing does add to the cost. There will always be cost-effective options, however. If your logo is only one or two colors, you can use screen printing or fusion prints to customize your visuals, and the cost will be very economical. If your logo includes many different colors, minute details and gradients, your print options will be limited to dye sublimation printing (though this can still be economical).

Want to learn more about logo and printing considerations? Download our free eBook – a comprehensive guide to logos, artwork prep and printing!


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