Logo Tips Plus

Your logo should first pass the "black and white test" before final approval. If your logo doesn't look good in black and white, it won't look good no matter what color scheme you choose. It's true that a color version of your logo will substantially outperform a black and white one by 300% or more. However, it's important to consider that the ratio of black and white or one color impressions your logo will make over it's lifetime is exponential compared to color impressions.

One thing you need to watch out for as you explore color options is cost. A five-color logo may look terrific on paper but can be extremely expensive to produce. A lot can be done with one or two colors using tints to make the logo appear more dynamic while keeping costs down. Try not to exceed three colors unless you decide it's absolutely necessary. Try to limit the number of colors in the logo: The reason should be fairly obvious. You want to keep printing costs down and you can best achieve this by limiting the colors in the logo.

If you currently have existing corporate colors in use, you undoubtably have some equity in them. It may be a good idea to consider using those same colors in your new identity for some continuity of brand. However, it is possible that existing corporate colors may actually be hurting the overall brand perception. In this case, we will recommend a change.