25/02/2025
Does your logo pass the black & white test?
KMS Machine Works is a company I've driven by countless of times in my time living in Massachusetts, and their logo has always bothered me.
What troubles me the most about their overall logo is the KMS monogram, which is a wonderful lesson on why it's important that your logo, or any logo for that matter, should work in black & white.
The monogram works better in full color when the letter "M" is in a different color than the other two letters, but when the monogram is in all black or white then that is where it falls short.
You might be able to make out that the monogram reads as "KMS" without being told what the letters are, but when only one color is applied to the whole monogram then it looks unfinished, unprofessional, and unrecognizable.
But why should your logo work in black & white?
👉 Versatility: a logo should properly work in multiple mediums, especially ones where a logo can only be displayed in black or white.
👉 Legibility: a logo should be clearly identifiable and be easily legible when scaled to different sizes.
👉 Simplicity: a logo should not be complicated, especially when set to one color, and should be memorable.
These 3 points should always be considered when designing a logo as it will help to create a successful & effective logo for your brand.
But how can the KMS monogram be fixed? By following the criteria set above, it has led me to create a possible solution where the logo can effectively work in black & white.
Does your logo need to be redesigned? Or are you looking for a completely new logo? Then reach out to me via private message and we can chat about your next project.