Looks Good Online? Here's What Your Logo Needs to Work Everywhere
- Austin Sandoz
- Apr 2
- 5 min read
More Than a First Impression
Your logo is the face of your business. It shows up on your website, business cards, social media, and even the little sticker you slap on your packaging. But here’s the thing: while it might look good on Instagram, the real question is, will it still work for you five or ten years down the road?
Let’s walk through what makes a logo actually stand the test of time. From file formats and ownership to brand consistency and creative originality, this guide is packed with the stuff most people never think about until it’s too late.
Logo vs Brand Identity: What’s the Difference?
A logo is just one piece of your brand. It’s a symbol, a wordmark, or a combination of both that represents your business at a glance. But a brand identity is the complete visual system that supports your logo and shapes how people experience your business.
Brand identity includes:
Your logo and its variations
Color palette
Typography
Graphic styles
Photography direction
Messaging tone
While your logo helps people recognize you, your brand identity helps people remember you. It builds consistency, communicates your values, and separates you from competitors. Having a logo without a full brand identity is like having a storefront sign with no product inside.
Does Your Logo Have the Right Foundation?
What Makes a Logo Functional?
Before anything else, your logo needs to work. That means it should be:
Easy to scale without losing quality
Usable across both digital and print materials
Editable in case your business grows or pivots
Vector vs Raster: What’s the Difference?
A vector logo (usually saved as SVG, AI, or EPS) is made of paths, which means you can resize it to fit a billboard or shrink it to fit a pen without any blurriness.
A raster logo (JPG or PNG) is made of pixels. These are great for social media, but not great when it’s time to print shirts or signs.
If your only file is a JPG, that’s a red flag. It probably means your logo can’t scale, can’t print clearly, and won’t hold up over time.
Is Your Logo Ready for Real-World Use?
Logo Variations: More Than One Look
A solid logo system should include:
A primary logo (horizontal or vertical)
A simplified icon version
A version that works in black and white
This way, whether you're adding your logo to a tiny Instagram profile or a large window decal, it always fits.
Having just one logo layout is like trying to wear the same outfit to the gym and a wedding. It just doesn’t work.
The Truth About AI and Canva Logos
AI Tools and Logo Ownership
Tools like Midjourney or other AI generators can be fun for inspiration, but anything created with AI comes with unclear copyright rules.
In most cases, you don’t legally own the final image. That means you can’t confidently trademark it or claim it as your original work.
Also, AI-generated logos do not come in vector format. They’re typically raster images, which means they can’t be resized cleanly, edited properly, or used for professional print and large-scale applications. This makes them unusable for most real-world branding purposes.
Canva Logos and Licensing
Canva is a great design tool, especially for social media and quick projects. But their pre-made logo templates are covered under a licensing agreement.
Unless you create every element yourself, you don’t own the full rights to the logo. That’s a problem if you want to trademark it, scale your business, or make it part of a larger brand identity.
Do You Have a Style Guide?
A brand style guide is a roadmap that helps you stay consistent with your branding across everything you do. It usually includes:
Logo usage rules
Color codes (HEX, RGB, CMYK)
Approved fonts
Visual do’s and don’ts
When you don’t have a guide, your brand can start to feel all over the place. One version on your website, a different look on your flyers, and another on your T-shirts.
With a style guide, you make sure everything speaks the same visual language, no matter who’s creating it.
Why Looking Like Everyone Else Is Risky
Originality Matters More Than Ever
If your logo looks just like the businesses around you, you become forgettable. Industry trends come and go, but brand recognition sticks around when you create something personal and thoughtful.
That’s why using generic icons like a leaf for a wellness brand or a lightning bolt for tech doesn’t always cut it.
At Sandoz Media, we take time to understand your voice and your audience before ever putting pen to paper. You deserve a brand that reflects your identity, not just your industry.
Real-World Examples: Good vs. Bad Logo Execution
Example 1: The Blurry T-Shirt Logo
Imagine if Presidential Cuts, a marijuana business, used an AI-generated JPEG version of their logo for printing on T-shirts. The result would likely be blurry and pixelated—completely out of step with the premium quality of their products. Without a proper vector format, clean, sharp prints wouldn’t be possible, showing how limited AI logos can be when used in real-world applications.
Example 2: The Smart Brand Package
When Presidential Cuts partnered with Sandoz Media, we reimagined their entire brand identity. We created a clean, modern vector logo that could scale beautifully across every format. Then we built out a cohesive identity package that included branded tray designs and sleek joint container packaging, all in vector format for full versatility. Now, their products look consistent and professional everywhere they show up, from dispensary shelves to social media.
Why We Don’t Recommend One-Off Logo Files
Sometimes people get a logo on Fiverr or download one from a template site and call it a day.
But those logos often come with:
No vector files
No brand guide
No license ownership
No long-term flexibility
It might save you a few bucks today, but it’ll cost you more down the road when it’s time to rebrand or correct what was missing from the start.
Consistency Builds Trust
Why Matching Matters Across Platforms
Whether someone sees your brand on Instagram, a billboard, a business card, or a truck wrap, it should feel the same.
When your logo is stretched, pixelated, or using the wrong colors, it chips away at trust. People notice even if only subconsciously.
Brand consistency isn’t just for big companies. It’s for any business that wants to be taken seriously.
Frequently Asked Questions
Do I need a vector version of my logo? Yes. Without it, your logo can’t be scaled or printed cleanly.
Can I trademark my logo if it was made with AI? Usually not. Ownership is unclear with AI-generated designs.
What should I get from my designer? At minimum, you should receive vector files (SVG or EPS), transparent PNGs, JPGs, and a style guide.
Can a JPEG be turned into a vector? Not directly. It needs to be professionally redrawn or recreated.
How much does a proper brand identity cost? It depends on scope, but think of it as an investment in how your business is perceived long term.
Ready to Upgrade Your Logo?
Let’s turn your logo into a lasting identity. Reach out for a free consultation or a quick logo review. Whether you’re starting fresh or trying to fix a logo that’s holding you back, Sandoz Media is here to help.
Your brand deserves better than generic. Let’s build it together.
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