Your brand logo serves as an identification for your business, both online and offline. It conveys your product, story, and brand voice. Once you have a ready-made logo, before using it, you need to make sure that it will look equally good in large and small sizes. This is the case with the Nike logo, for example. On the other hand, however, it is possible to simply make separate logos for different scenarios. For example, Google did this, whose official logo is the brand name, written in its colors, but on small fields (such as favicons and their application icons) they use only the letter G, depicted in the main brand colors – red, yellow, green, and blue.
Color Variations
When creating your logo, you should keep in mind that it is entirely possible in places (as well as for some people – colorblind, for example) that it will not be presented in its full diversity. Although colorblind people are not a large part of society, you will certainly need to print your logo on documents. In any case, you should check whether the design you have chosen looks good in black on a light (white) background, as well as in white on a dark (black) background.
Usage
In order for you and your employees to have clarity on the rules for using the logo, where and what variation of it is used, at what size it should not be placed, as well as how your logo should look on different platforms, etc., you should describe the rules for using your logo in a document that you share with your employees. At least those who will use it in designs. And if necessary – to the media. The latter is usually done with a “press” or “media” page on your site, where the logos are provided in their various formats, describing which one is used where and how.
Responsiveness
The responsiveness or adaptability of your logo, just like the adaptability of the design of your site, is of utmost importance. In order for your logo to be considered adaptive, if it is made up of only text (Google, Coca-Cola) or an image with text (Puma), the text should be readable in different resolutions and sizes. This is achieved either by using a lighter font (heavy fonts are usually difficult to read at small sizes, as the characters start to blend together earlier), or by creating a limit on the smallest size at which your logo should be displayed (or printed).
Guidelines
As mentioned above, all of these rules and conditions for using your logo need to be accessible to all interested parties – your employees, external designers, or the media.
