May 8, 2019
Does your logo pass first rule of branding design?
While fax machines have all but been confined to the history books, the Fax Header Test is still as valuable and important as ever.
One of the first lessons I learned in branding was the Fax Header test, how does the logo look in black and white when put through fax machine. While fax machines have all but been confined to the history books, the Fax Header Test is still as valuable and important as ever.
Take away the colour, textures, gradients and effects, does it still work in Black & White? When you strip back your logo to it’s core design, you can see the integrity and strength of the design. If you’re branding is too reliant on effects, colours and textures, it leaves you very restricted in how you can use it going forward. Having a strong logo that works well in black and white and isn’t dependent on anything else for it’s character allows you flexibility for all sorts of creative expression.
A good example of this is Apple and Nike. Both these brands can use all sorts of different colour schemes and styles which allow the brand to feel fresh and creative, embracing new trends and ideas, without compromising the identity’s character or recognition factor. Having a design that works in mono-tone will give you the flexibility over time to change and adapt without compromising the integrity of the design.
You’ll be thankful when…
There are still plenty of times your logo will need to work in single colour. If you want your branding to be screen printed onto different items or embroided onto workwear, you’ll be thankful for a logo which works in single colour.
When re-designing your branding, make sure it works in black and white. Of course colours and styling effects can add significant weight to your design, but it will be stronger if your branding doesn’t need to rely on these aspects for it’s recognisable characteristics.