Brand and marketing tips for businesses, destinations, and non-profits.

Brand and Marketing Insights for Business

3 Things Every Logo Should Be Able to Do

The Gap logo in 1969, 2010, and current.

The Gap logo in 1969, 2010, and current.


Think you need a new logo? We have three questions to ask to find out:

Ferrari (Black).jpg

Does your logo scale?

Is your logo illegible when it’s small on your mobile site? Does blowing it up on a banner make you cringe? Does it have to stay at certain size to be readable?

Your logo needs to look flawless on your website, your social channels, and in print. Anything less will cost you customers. 

There is good news, especially if you're in love with your logo. You can keep your existing graphics with a logo refinement. Logo refinements take different forms: a designer can take the design and tweak for legibility, or they can create different versions of your logo for small and large sizes. Because typography needs to be drawn differently to scale at such extreme size changes, we highly recommend a logo palette that includes multiple variations for different size thresholds. Every brand we deliver comes with a logo toolkit for exactly this purpose.


Does your logo print well?

Feeling disappointed every time your logo comes out of the printer? Does the color look bright on-screen and then dim or muddy when you print?

If this sounds familiar, your logo uses screen colors and not print-friendly colors. As we've said in another post, there are some onscreen colors that will never come out of a laser printer. This is normally due to designers not knowing that some colors are out of range for print or screens (what’s called “out of gamut.”) You can get those colors in print, but you'll have to pay for a Pantone color to see them.

We've fixed this mistake many times. Your business is expected to look great in both print and digital, and we can get you there.


Does your logo look like something else?

Do your customers say it reminds them of another brand? Have you been asked on repeated occasions to explain what it means or signifies? Logos should operate as a visual shorthand for your brand’s ideas, goals, and message. If your logo is confused for another brand, or you spend time explaining the meaning behind it for it to make sense, take a long hard look at the message you’re sending to clients.

Another similar problem: does your logo rely on overly trendy design? Does it use a typeface or design treatment that you're suddenly seeing everywhere? You need a logo and a brand that will last for years—it's not too much to ask to have a logo that exists outside of trends.

You've spent days, weeks, months, even years building your business and your career. Your logo should support your investment.

Ready for a new logo?

Bellweather Agency Web Admin