Logos have such a significant impact on a brands visual identity (see my post on visual identity). However, it is important then when using your logo for various promotions and campaigns, the logo can be adapted to suit the design. This doesn’t mean going and redesigning the logo and companies create guidelines around what you can change and what you can’t.
One of the finest examples I have seen of this is the I LOVE NEW YORK logo. In order to stop designers from reinventing the wheel, they established a set of logos that can be used in various circumstances.
This set allows designers to have a creative and unique implementation of the logo and comply to I LOVE NEW YORK’s style guide.
Within their style guide, they also have a ‘Logo usage don’ts’ section with clearly outlines what not to do with their logo, which are as follows:
- Don’t change the logo’s orientation.
- Don’t bevel or emboss the logo.
- Don’t place the logo on a busy photograph or pattern.
- Don’t change the logo colors.
- Don’t crop the logo in any way.
- Don’t add “glow” effects to the logo.
- Don’t present the logo on “vibrating” colored backgrounds.
- Don’t present the logo in “outline only” fashion.
- Don’t place the logo on similarly-colored backgrounds.
- Don’t outline the logo in any color.
- Don’t add “drop shadow” effects to the logo.
- Don’t put a white box around the logo when placed on a dark or busy background.
- Don’t reconfigure or change the size or placement of any logo elements.
- Don’t stretch or squeeze the logo to distort proportions.
- Don’t recreate elements or replace with something else.
