- Now that we've covered the first five rules,
let's dig into the next five.
Of course, there are always exceptions to any rule.
And an unexpected choice may be a great solution.
But think of these as guidelines that work 90% of the time.
A logo must be neutral enough to adapt
to changes in direction.
As we discussed earlier, if the Apple logo
were tied to a logo based on the first Macintosh,
it could never expand its business into other areas
such as the iPhone, online services,
and even a television network.
It doesn't matter if a client is a giant corporation
or a corner coffee shop.
The images surrounding the logo can change
but the logo itself should remain neutral.
That's not as fun as one that has every graphic trick
in the book and will take you to dinner also
but it works better in the long run.
A logo is the foundation of the visual system.
The logo is the entry point to the brand message.
But the entire identity system is the whole story.
It's easy to get fixated on the logo design
and go back and forth with a client.
Now, this is important.
Never present a logo out of context.
Always make sure the logo is on an application
with the rest of the identity system.
How does it work in a letterhead, brochure, or packaging?
The audience will never see the logo alone
on a letter-size page.
It will always be on something.
And last, the logo must be able to exist
in a variety of media.
20 years ago, most logos lived in print.
Today, a logo will be on screen on a website
or a mobile application.
It will be in print on business cards and publications.
And it will exist in the real world on a sign or billboard.
This makes our job a little harder.
We need to make sure fine details won't be chewed up
by pixels on a social media screen and that the form
will be flawless even at 20 feet tall.
As I said earlier, there may be times
when breaking one of these rules produces a better solution.
And if so, damn the torpedoes. Full steam ahead.
But I find they work well as a guide,
especially if I share them with my client
and we're on the same page.