Logo design is a common task graphic designers work on for brands as they either enhance what the company already has or come up with a fresh new rendering to showcase a startup to its best advantage. The logo is what consumers see frequently throughout their experience with a business. It appears everywhere from a storefront to a website to social media and emails.
One research study showed when it comes to logos, the perception of sincerity was 70% more important to people than any other element in the design. It’s hard to pinpoint how to make a logo sincere, however. It’s a rather abstract term. People can focus on the colors and the emotions they evoke. The text can be to the point and accurate. The font can match the brand personality in style and tone.
However, the often overlooked aspect of logo design that may be the deciding factor between one logo and the next is placement and sizing. Once you have all the other elements in place, take a step back and ensure the placement and sizing is exactly what you need for the project you’re working on.
If you’re catering to English-speaking readers, then you should consider the Z-pattern most used to read, especially if placing the logo on a website or other digital properties. Most will start in the upper left corner and read across, skip down on a diagonal and then read across the bottom from left to right again.
Adding your logo to the upper left of an app or website page makes more sense because it is the first thing users will see.
What type of product or asset you place the logo on makes a difference. On a website, you might want to ensure certain elements such as the call to action button stay above the fold. Resizing your logo so everything fits makes the most sense in this scenario.
If you’re creating a T-shirt, then you must consider placement when choosing sizing. A logo on the back of a tee is going to require a much larger size than one on the right breast pocket, for example. On a breast pocket, the logo should be where it should be around 2.5 to 5 inches tall by 2.5 inches wide. By comparison, on the back, aim for it should run between 10 to 14 inches wide and up to six inches tall.
When thinking about sizing and placement, consider the other elements in the design or on the page. If you have a large image, you don’t want the logo to be so overwhelmed that it fades into the background.
Think about the things you need to do to make your logo pop. No matter what type of marketing you’re doing, you want the logo to always be the first thing the user sees. Ensuring it pops builds brand awareness and increases customer loyalty.
Keep in mind when designing for a digital presence that people might access it via a laptop computer or via their mobile devices. Different screen sizes can impact the way the logo appears. You want it to adapt to smaller screens and not overtake the entire page or fall off the edge.
Test any designer in all different screen sizes to figure out if it is adapting to different users’ needs.
Once your design is complete, you’ll want to save it in vector, TIFF or PNG for better scaling. Even though the design might look great on a flier or a website, what if the company wants a large store sign or placement on a billboard?
When you deliver the files in the right format, you make it easier for scaling up at a later date. Otherwise, you might find yourself redesigning or losing quality on the image.
We’ve all seen the logo designs gone wrong. The Starbucks logo that turned into “sucks” when the panel door on a delivery van opens or the airplane logo that went down an escalator and made it look like the plane was crashing.
It’s crucial you consider the different angles and sizes a logo might be used for. If necessary, offer additional versions of the logo for specific uses. A logo design should be universal enough to work in any placement or size needed by its brand.
Sizing and spacing can change the entire look of a logo. Having enough data to know where and how the logo will be utilized is a vital part of designing something that represents a company well. After all, you don’t want to attach your name to a design that garners attention for the wrong reasons. Take a little extra time to factor in size and spacing and your logo will have that added professional touch that sets your work apart from beginner designers.
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.