Does Size Matter?


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John Hofmann Last month, I discussed the qualities that make for a good logo.


This month, I want to provide an actual instance that involved a current project that recently finished.


A fashion show hired us to work on their branding, promotional material, step and repeat banners, and creating and maintaining a social media presence for their upcoming event.

One of the stipulations to this event was that sponsors were permitted to have their logos displayed on the printed material, including post cards and banners.


Many of these logos looked great on the banners but became unclear when they were sized down to fit onto the smaller postcard.
Too many colors become blurred and text turned illegible, overly detailed shapes were distorted into something unrecognizable.


When creating a great logo for your business, you will want to design one that will look clear and presentable at any size.
Take your time to deliberately consider the colors, shapes, and text.


Too many colors can easily become blurred.
Similarly, colors that are in the same family can blend together, losing their distinction.
Try sticking to no more than two to three colors that are clearly defined against each other.
Red and yellow or orange and black are two examples of highly contrasting colors.
Teal and sky blue may blur too easily in such a small space.


Shapes can become obscured easily, especially when there are complicated lines and angles.
Too many overlapping images might become a senseless blob.
Instead of footprints and flowers, look at simple squares, triangles, or circles for your brand.


Some fonts are unreadable at any size, but others look fine as a letterhead or business card.
Keep the words to a minimum as logos are meant to be images, not wording.
Avoid flowery scripts or any highly detailed fonts that might become illegible when sized to fit onto various media.


Thanks for reading; I hope you have a better understanding of why the small details are important.


My name is John Hofmann and I am a project manager for Fusion Marketing, a Guerrilla marketing firm located in Roseville, MI.

I oversee many unique projects working at Fusion, incorporate branding and re-branding being some of my most favorite (although we do offer many other different services for Michigan businesses).

Author: John Hofmann

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