The logo is the most fundamental unit that most people think of when they consider a visual identity. Most of our campaigns do not have or need logos in the traditional sense of the word, but at the very least it is generally helpful to use a consistent wordmark (the appearance of the campaign’s name).
- Clarity — Can I see what it is?
- Legibility — Can I read what it says?
- Resizability — Is it equally effective at small and large sizes?
A vector image is one in which the shapes are generated by curves attached to fixed points, as opposed to a bitmap image in which each pixel of the image is colored independently. It’s important to produce vector versions of your logo so that it can be resized without degrading the image.
Vector graphics can be created using software like Adobe Illustrator or Sketch, either directly by using the shape and pen tools or by generating one from a high-quality bitmap image using features like live trace.
Multiple Color Versions
Depending on the contexts in which your logo will appear, you will probably need to prepare a number of different versions of your logo. At minimum you will probably need a color version and a black and white version for use when printing in black and white. If your campaign has a more complex color palette, you may need additional versions as well.
Other Technical Considerations
An important factor in the clarity and legibility of your logo is that lines and white space must be wide enough that they maintain readability at small sizes.
To separate the logo from other design elements, you should adopt spacing rules to determine how the logo will be used. The national DSA logo provides a good example of this, designating 20% gutter around the logo.
Will your campaign have its own social media accounts? If so, it’s especially important to design a version of the logo which will fit comfortably in a square or circle for profile pictures.