Set your clean energy brand up for success by understanding what to look for in your logo and what types of logos you might need.
A couple of weeks ago I saw a meme on LinkedIn that placed several common brand logos on one side of the image and the outlines of several common tree leaves on the other. The text that went along with it pointed out how we are much more able to recognize logos than trees. And, I hate to say it, the meme was not wrong.
Your clean energy brand is so much more than a logo. AND your brand logo is typically the most recognized component of your brand. We can all play the game of guess the clean energy brand by looking at logos, and more or less, do well at it. At the same time, so often logos are an afterthought. Something slapped on in a final go-to-market push.
The reality is that logos alone are just words and/or images. They become weighty when we manifest all the emotions, purpose, positive and negative interactions, and pieces that make up the roots of our brand every time we see that logo. Then a logo carries meaning.
We should want that logo to be the best it can be to represent our organizations. What goes into a logo? What makes a good logo? And what do you need to derive the most value from that logo?
Parts of a logo
When you’re speaking with your designer, they may refer to a logo, logomark, icon, logotype, wordmark, tagline, or slogan. It can feel a bit like wading into the weeds to follow along, kind of like the first time you heard the terms PPA, or FERC, or lately FEOC. However, all of those terms refer to parts of the logo which aren’t difficult to parse once you know where to look.
Logo
Refers to the logo in its entirety, including any images, words, and shapes.
Logomark
Also referred to as the icon, the logomark is the picture, icon, illustration part of the logo.
Wordmark
Also called the logotype or brand name, the wordmark is the brand name part of the logo.
Tagline
Sometimes referred to as the slogan, a logo does not always have a tagline, but when it does, it’s a few words that describe the brand or brand purpose.
Most pieces of the logo work as part of a logo system. For instance, the logomark might be used without the wordmark in smaller placements such as social media icons or website favicons. But more on this later.
What to look for in a good logo
First and foremost, your logo should represent your clean energy brand. A good designer will take into account your vision, brand values, value propositions, products/services, target customers, where it will be used, etc.
Representing all of this in a single, small space is difficult. But taking all of those factors into account, mixing them around, and adding in your brand “personality”, you’ll get a feeling and often a single idea that can be represented in the logo.
We spend very little time taking in logos. They’re supposed to be quick shortcuts to represent your brand. To that end, simplicity is key. One, main emphasis over trying to represent everything you do will go a long way toward recognition.
Consider the design. How does your eye flow over the logo? Does it feel like your eye movement is jagged? Or smooth? And does the logo feel balanced with the elements in proportion to each other? Does the icon overpower the brand name? Or vice versa?
If your clean energy logo works in general based on the criteria above, it’s time to dig into the details. Look for:
Alignment
Are the logo elements aligned? Where is the midpoint of the logo? And how much of the logo sits above or below the midpoint? Small misalignments on screen will look huge when your logo is part of a tradeshow booth backdrop.
Spacing between letters
Called kerning, most kerning is handled automatically these days. However, in logos automatic kerning is rarely enough. What feels like a minor issue when looking at a logo on a screen will only intensify when that same logo is printed large on a sign.
Readability
Is the logo readable? Typography choices and kerning play a huge factor in the logo’s readability. Step back and assess if your logo says something unintended.
Scalability
Will your logo scale well in large spaces and small spaces? Or do you need an alternate for either?
Color
While color theory is a whole discipline on its own, consider good color contrast and accessibility. Is it easily read by someone with low vision? Or are common color blindness color pairings overlapping?
Appropriateness
Finally, have someone look at the logo who has never seen it before to make sure it’s not conveying *ahem* a different visual than you intended.
In addition to the above, look out for the following for easier logo use down the road:
Vector
The logo should be designed as a vector file. Vector art can be infinitely scaled up and down as the art uses lines instead pixels. Photos are not vector files.
Stock artwork
Logos, artwork, and illustrations downloaded from stock image sites cannot be trademarked. And, of course, your logo won’t be unique.
What types of logos do you need
Very few organizations can get away with a single logo. Usage, space requirements, and color requirements all play a part in an organization’s logo requirements. A logo system will ultimately serve your clean energy brand better than trying to use a single logo for all scenarios.
Versions
To respond to various use cases, at a minimum include:
- A vertical logo that is taller than it is wide.
- A horizontal logo that is wider than it is tall.
- The logomark (icon) only.
- A wordmark-only version if the wordmark of your logo has been designed to stand on its own without the logomark. Not all are.
- Versions with and without the tagline, if your logo uses a tagline.
Colors
For each version of the logo noted, you should also have the logos in various colors, including:
- Color CMYK for print
- Color RGB for digital use
- An all-black version
- An all-white version
Some organizations also include a color logomark with an all-black wordmark and a color logomark with an all-white logomark.
Some organizations want very specific color results when printing and will also have their logo in Pantone colors. While the color is extremely accurate, it will add an expense when printing and quick prints won’t be an option.
If your logo uses gradients or a lot of fine lines, consider a version without gradients. Flat colors and thicker lines will be necessary for embroidery on shirts, hats, etc.
File formats
And finally, for each version and color profile noted above, you’ll want the logo in various file formats to address a variety of situations, including:
- Vector format: typically EPS, but you might also see AI, CDR, or SVG
- JPG: can work in print at higher resolutions and can work online. All JPGs will have a white background, so there is no need to save white logos as a JPG.
- PNG or WebP: with a transparent background, PNGs and Webps are good for the web, digital uses, and presentations.
- SVG: SVGs are vector files, are scalable, and good for the web.
- Other formats your organization may need, such as DWGs for CAD, Bitmaps for older programs, or even TIFF formats for printing.
There you have it. How does your current logo measure up? Does it check all the boxes, or does it need work? Even if your clean energy company does not intend to refresh your logo anytime soon, take the time to go through an asset review ensuring you have a logo system that will address most scenarios.