The most common brief we get is "make it look professional". The most useful one is "here is where it has to work".
Recognition beats description
A logo does not have to explain the business. It has to be recognisable and consistent. Very few famous marks describe what the company sells — they simply became familiar.
The three tests
- Small. Does it still read at the size of a browser tab or a phone app icon?
- One colour. Does it survive as solid black and solid white? It will be embroidered, stamped and faxed eventually.
- Squinted. Blur your eyes. If the shape becomes mud, it is too detailed.
What you should receive
Not one file. A primary mark, a horizontal version, a stacked version, an icon-only version, plus black and white variants — in both vector and web formats. Anything less and you will be paying someone to recreate them later.
The logo is the smallest part of a brand and the part people argue about most. Budget your energy accordingly.
Want this handled for you?
Mechverse Enterprises covers design, development, marketing, content and business support — with one point of contact throughout.
