A new logo can become a memorable, recognized symbol that represents and elevates your brand.

But some logos end up creating negative issues for their brand. They can inadvertently become controversial, be difficult to use, or even convey an undesirable image.

That’s why it’s so important to prevent those problems during the development stage. Here’s a checklist to help you think through all of the possibilities and challenges a new logo can bring.

• Simplicity. Is it too complex—with details that won’t scale well?

• Symbolism. Does it hold multiple meanings, one of which may not cohere with your brand? Is the symbol memorable? Clear?

• Timeless. Is the font and the artwork trendy, or likely to work well for years to come?

• Message. Does your logo clearly convey your brand attributes?

• Colors.

  • How many colors are used? This can affect printing and reproduction costs.

  • Are the colors selected based on color theory—so they convey the right brand attributes?

  • Will the colors stand out or disappear on a page with other content or other logos?

  • Does the logo work well without color? Some applications will be available in black and white only.

  • Does it work on light, dark, and textured backgrounds?

  • Does it work In full color, black, white, grayscale and single-color versions?(Logos can change dramatically when shown in color vs. black and white.)

  • How do the chosen colors impact accessibility?

• Readability.

  • Are the fonts easy to read from a distance?

  • Will your logo be the dominant or recessive element on a page?

• Versatile. Have you tested the logo in multiple formats to see if it performs well in all of them? View it on:

  • A large-scale application like a sign or billboard

  • A business card

  • A website

  • The smallest application you’ll need (pen, pin, etc.)

  • Do you have a horizontal and a vertical option, for different applications?

• Footprint. Does it take up too much room, once you add the recommended clear space? Logos that are excessively tall or wide can present problems in some applications.

• Originality. Is it similar to another logo?

• Reproduction techniques: Is the logo going to work in various applications—ranging from engraving to embroidery, if those are possible uses?

• Deliver files in multiple formats. Here are common ones:

  • Vector format (ex: EPS) for scalability

  • PNG (with transparency)

  • JPEG

  • PDF

Related Blog Posts:

• Six Reasons to Update Your Branding

• A Behind-the-Scenes Look At a Website and Visual Brand Makeover

• The Recruiting Opportunity So Many Companies Miss

• Why Sharing Your "Why" is So Important for Growing Your Brand

• 14 Tips for Creating a Winning Logo