The key to a good logo is first knowing your product

Gigaom

When successful tech companies change or adapt their logos, they make headlines — even if it’s just Google adjusting the space between letters. However, most of these new designs are just a new iteration of whatever logo the company had when it launched.

At Gigaom’s Roadmap conference, letterer and type designer Jessica Hische stressed the importance of knowing your product before you build a logo, because that logo will stay with you for awhile.

“It’s too risky to completely overhaul your brand once you have success,” Hische said. “Once you have the first logo that you create, it influences everything after.”

Hische showed examples of how she adjusted Eventbrite’s logo to include more space when reproduced in small sizes (like on a pen versus on a billboard, she said) or how what look like subtle tweaks to MailChimp’s script logo make it more legible. Part of building your…

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