Logo should work in black and white as well as color
Logo should work in all sizes
(from very small as on a business card--to large as on a sign)
Logo and accompanying logotype (words) should be highly legible
When used in color, the logo colors should hold up when duplicated on a copier or sent electronically
Adopted logo should stay consistent; never altered; never stretched
horizontally or vertically; never have words or elements added
If company has divisions or departments, a specific, compatible logo
should be designed, possibly incorporating the original logo
All elements, materials and products of an organization should adhere
to a standardized use of the logo—following a set of instructions, formats, sizes, etc.
If a tagline is created, it does not always have to accompany the logo.
The adopted tagline should not be changed—unless it is changed on all items.
Although a new logo can be introduced on a piece or two, such as stationery,
the best approach is to include the new identity on as many elements as possible at one time: signs (interior and exterior), uniforms, stationery, newsletters, brochures, advertisements, vehicles, displays, pens, etc.
