4.22.2015

Design a logo with outdoor signage and other branding elements in mind

When first designing a logo for a company, all bets are off. And right they should be. As much as the pending symbol should resonate with upcoming target markets, it should still be allowed the freedom to flourish, fill in the cracks of its potential, and mold itself into something incredible.

Some folks first come up with an image to define their entity. Other folks first imagine the name in the marquee. If you’re first impression is the icon, start with the icon. If your first impression is the image in your head, start with that.

Restrictions shouldn’t be placed on such things.

Speaking of molds...

Once a draft is sorted out, then it’s time to shape it until the the finished product is broken down into the components necessary to be used effectively across marketing and advertising components.

Below is a list of components for logo elements and combinations to consider:

The Icon / Symbol

As we’ve stated several times over the years on our blog, there’s a reason why state departments of transportation use symbols on road signs moreso than text whenever they can: people identify more easily to symbols. The same principle can be found in logos: people quickly identify with the symbol.

When it comes to your symbol, make it a good one. Or, splatter it everywhere as often as you can until the repetition syncs in.

The Text (Word Mark)

Text and Symbol / Icon: Combination Mark

The text is essential. We’ve talked in the past of going with footer (serif) fonts or footer-less (sans serif) fonts. Giving one’s name a signature text look frees it up for several possibilities. It has incredible cross-vertical application, from business cards to letterheads, email signatures, and t-shirts, to advertising, and the thing we like the most: outdoor signage.

Which logo element should one first develop

Some folks first come up with an image to define their entity. Other folks first imagine the name in the marquee. If you’re first impression is the icon, start with the incon and build from there. If your impression is more text-based, go in that direction. Or, hand it off to an agency with some notes and see what they come back with.

The point is, inspiration begets inspiration. Go with whatever hits first.

If done right, the end product are components work well together and on their own.

With both the synergy between the text and icon, this allows for the logo to be horizontally frames, or vertically framed. We take a moment to quote the great marketer, Bruce Lee, whose similar thoughts perfectly frame the concept:

“You must be shapeless, formless, like water. When you pour water in a cup, it becomes the cup. When you pour water in a bottle, it becomes the bottle. When you pour water in a teapot, it becomes the teapot. Water can drip and it can crash. Become like water my friend.”

If done right, your logo components will have incredible synergy, but also be equally-as-iconic on their own. Such power allows for seemingly endless branding and advertising possibilities.

This also means the components can be easily framed for outdoor signage

Typically, outdoor signage works best when framed horizontally. It is because the height of a sign determines its length. Signs are easier to read right-to-left as opposed to top-down, especially when the customer is driving.

Freedom of design allows for freedom for outdoor signage possibilities

If you have additional questions, contact us today. We’ll help provide you more information on how to make sure your branding is ready for signage. And, if it’s lacking, we’ll help you get it to where it needs to be.