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THE LOGO
ITS ROLE AND PLACE IN THE WORLD

Ah, the logo. There is a tremendous amount of pressure placed on the logo. Perhaps in the hope that enough pressure will transform your icon into a diamond — shining brightly and attracting beautiful people from all corners of the globe while waving wads of cash and begging for your services. 

 

That is not what a logo does. 

The logo is also not the absolute embodiment of your business here on earth. It does not need to communicate every aspect of what you do or send a siren call to sailors. 

It is the flag snapping in the breeze. 

Think of a flag. The flag of our country has great meaning to each of us. We bring our own experiences to this meaning, and it is different for each of us depending on what we bring. But without those experiences, a flag — like a logo ­— has no meaning. The flags of unknown countries are just blocks of color. 

 

Your logo should be an accurate reminder of the world you are making. It should match. 

But, it will have no significance until you build a world of signifigance to back it up. 

It will have no meaning until you make it mean something. 

 

No pressure. 

SO, WHAT IS A LOGO FOR?

A LOGO IS A VISUAL REMINDER OF YOUR BRAND
Just that. It is a simple reminder of the mission you are on, to the people you are inviting to join you. 

More thoughts about Logos.

When do I need a logo?

Ideally, you will not be figuring out your logo until after you understand your brand (ie. you know what sort of world you are building, and who it is for; and you know the type of experience you want to create). Once you understand these elements, you will have clarity on how your logo fits into that brand experience, and the type of logo that will work best as delightful reminder of that experience.

What formats will I need for my logo?

As of December 2023 when this is being written, the .png file is the most versatile file type in my repertoire. You can save them with a transparent background, so if they are a high enough resolution they work well for printing or web use. I like a little one for web use and a high res for print. 

It is also nice to have a jpg, when nothing else will do. 

I highly recommend having an infinitely scalable vector file - even if it means that you need to use a simplified version of your logo. This would be an .ai, .eps, .pdf, or .svg (which is a good one because it is supported by most website builders).

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It is also cool to have some versatility in layout so that you have a version (an icon or acronym works well for this) that can be used in a square or circular space, as well as something that works in a horizontal layout. 

Something VERY exciting is coming.

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