Where does my logo go?
One of the frequent, first questions from clients when discussing graphic design is "Where does my logo go?" It's a valid, but often misguided question.
There are many factors that can influence the position of the logo, but the question that needs to be answered first is about your client ... not about your logo.
Your logo is not your brand. It is a symbol of the brand ... and a very important one. Your logo reminds your target audience that you are the source of a possible solution to their problem. Or it can be used to reinforce the positive attributes of your brand that your clients have come to know. And it can do both jobs at the same time. Before you begin, be clear what each individual communication is aiming to achieve.
Displaying a logo in an advertisement at a size that is too small or under-emphasising it undermines your communication. On the other hand, presenting the logo as the dominant feature of the communication sends a clear message that you are inwardly focused, not client focused.
Generalisations can be harmful, but with that caveat, here are a few examples that may be useful.
Press advertisements: Because a printed advertisement is intended to be viewed in one sweep of the eye, the best place for your logo is in the bottom, right-hand corner. This is the 'terminal position' where the eye comes to a rest after tracking or scanning across the advertisement. Because recognition is a subtle and often instantaneous event, your design team needs to give your logo every opportunity to succeed.
Business Cards: These masterpieces of B2B communication can be much bolder and 'in your face' when it comes to presenting your logo. However it must be remembered that they are primarily a reference piece designed for the retrieval of your name, telephone number, email and web address. Don't make these details too small and difficult to read in a trade-off to make your logo larger. Conversely, don't put your logo on the reverse side and not have your company name on the face with your contact details.
Websites: Online presentation of your logo presents an interesting problem. You can never be sure that your logo is going to display exactly as you designed it ... or even in the same position relative to the other elements of the page. Computer monitors can vary significantly in their interpretation of colour, brightness, resolution (screen width) and sharpness. This means that logos need to be near the top of the page because you don't know where the 'bottom' of the page is on the displaying monitor. In the relatively short life of the web as a communications medium, no real standard has emerged; however, it's wise to ensure that the fundamentals of effective graphic design are not jettisoned simply because the medium is capable of more than static 'ink on paper'. Steer well clear of animated logos. They usually look tacky and cheapen your brand, but also draw the eye to your logo and distract from your content.
In conclusion, no matter what the medium, ensure the fundamentals are present.
- Always represent your logo in a consistent way.
- Always ensure sufficient contrast between the background and your logo.
- Ensure your tagline has a consistent relationship to your logo.
- Don't under-emphasise or over-emphasise your logo.