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A blog about branding, marketing, and design, mostly through the lens of practical psychology, intended to be a resource to small businesses and entrepreneurs. Unless otherwise noted, all articles are written by Nyla Smith, owner of n-Vision Designs. {Subscribe to the RSS feed here: RSS}

The new logo is here!

Nyla Smith | Tuesday, August 02, 2011

I mentioned a few months ago that I was in the process of redesigning my logo. Well since I only find time to work on it in between, you know, paying projects, it's taken a while. And to be honest, I could probably drag it out quite a bit longer, but I've had to put my foot down and declare it done.

So, this is the big announcement(!), even though you might have already seen a sneak peak in my last post about business cards. Which means my big announcement(!) is a little anticlimactic. Sorry about that. I call that an undercover unveiling; I just snuck it right on in there.

I will soon be updating all of my marketing/identity pieces with the new logo. That means instead of seeing this:


old logo

You will now see this:


new logo

or this:


new logo

It's a bit of a different look, though you may notice similarities—mainly, keeping with the eye concept (even with the same curly eyelashes!). The execution is a bit different— the interpretation of the eye is slightly less literal and the entire thing is a lot more deliberately designed. I drew the "n•vision" myself rather than use an existing font. There is a concept of seeing through new eyes to "envision" what can be created...signified by the groups of dots entering the eye as gray and coming out infused with color. The three colors that converge in the eye coincide with the three areas of design that I work in: web, print, and identity, and that I believe any organization should have cohesively working together for them. (Although you would never guess that part just by looking at the logo, it lends itself nicely to illustrating the concept in my marketing. Just wait and see.) Overall, the new logo is slightly whimsical, a bit bolder, and more conceptual.

You may have also noticed that I have created both a horizontal format and vertical format of the logo. Why, you ask? Shouldn't you only have one logo, in order to remain consistent? Isn't that what branding is all about? Well, that's a good question; I'm glad you brought it up.

Your logo, being the visual representation of your organization, is going to be placed on a variety of things. Sure, you'll have business cards and letterhead, but you might also have advertisements and banners and car decals and signage and promotional items, and many times you may only be allotted a particular space or imprint area. I've come across instances where I've had to force a logo to fit in a space that consequently compromised its size and legibility. I hate having to do that. Recently, I saw an event booklet that had a relatively narrow column for corporate sponsor logos. Guess which ones were more difficult to make out (unless you already knew what they were)? The horizontal ones. They had to be sized down considerably in order to fit their whole width in that narrow column. A vertical or square format logo would have fit much better and at a larger size. Having the luxury of choosing the best logo format for the job is invaluable.

A typical logo may have two elements: an icon, or symbol, and the typography. (This isn't a hard and fast rule, but it's extremely common.) These can be heavily integrated together, or visually separate. In a really successful logo, each of these should be able to stand on its own and still be recognizable as your branding.

When creating various formats, the important thing is that the visual connection remains, even if the various elements of your logo are arranged a little differently. It's still your logo, your branding. Nobody's going to mistake you for the guy down the street just because the icon moved from the side of your company name to above it.

By the way, I also have a reverse version of the logo. By that, I don't mean a backwards version... A reverse logo is one that is meant to be placed on a dark or colored background (essentially, the white and black areas of the logo are reversed). If I wanted to have my logo embroidered on black t-shirts, I would use my reverse logo, because my normal one is naturally designed for a white or light colored background. Here is my reverse logo:


reverse logo

So there you have it, the new logo—horizontal, vertical, and reverse. By the way, if you think that's a lot, it's really only the tip of the iceberg. When you get a logo design from me, you'll end up with a plethora of files, because I want you to be prepared for anything that may come along. You'll get various sizes: small, medium, and large; various file formats: .jpg, .eps, .pdf, .png; various colors: 1-color, 2-color, full color, and reverse; and often various layout formats: horizontal, vertical, and/or icon only. And all this in just about every possible combination. (Whew.) Need a medium grayscale jpg of your logo in a vertical format?  You've got it. A small horizontal full color png for the web?  You've got that too. An animated logo that dances on your screen?  Okay, no, you don't have that. But if that's what you want, I can certainly make it happen!

Nyla Smith is a Graphic Designer, Web Designer, Front-End Web Developer and Consultant with over 13 years of experience. She is the owner of n-Vision Designs, LLC in Hampton, Virginia, which exists to provide marketing support and brand consulting to small- and medium-sized businesses needing creative solutions. Contact Nyla if you'd like to discuss your next creative project. She can usually be bribed to a meeting with a cup of green tea and an oatmeal cookie.
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