Are black and white logos relevant today?
This is a good question that has been raised by www.noisydecentgraphics.typepad.com. A high percentage of logos are only seen online, where colour is not a problem (ok, that’s not strictly true, individual screen resolutions/settings can affect screen colours, but you get the gist). Today’s advanced litho and digital printing methods allow colour to be easily produced over old school black and white printed pieces. Even press advertising is heading for the full colour option. Which leaves the question, where does a black and white logo need to appear? Obviously, there are many places, such as brand merchandising or labels. But even these can still have colour options if absolutely necessary. I guess the answer is, there is no need for a black and white version of a logo.
That said, I’m a big fan of simple, clever logos that can work in any environment. If your brand can be applied to etched glass or even sewn into a beanie hat without losing legibility or impact, then I think you have a logo that will be prepared for any situation your business requires of it. It’s not just about have a logo that is black or white, it’s about having a logo that lends itself to any environment.
