Businesses today have more of an online presence than ever before. More people are watching your brand which means you have to stay current and constantly be evolving. A distinct, unforgettable logo that conveys your message is what your company needs to set itself apart. And you’re in luck because that’s exactly what we do here.
While logo design is absolutely necessary for your business to play in the big leagues, that doesn’t always mean it is easily done. Some of the most successful organizations have gone down in flames with massive logo design fails. So whether you’re just starting at square one or you’re redesigning your current logo, there are several design mistakes made by others that you can learn from.
Let’s look at some of the common pitfalls that companies have fallen victim to and how you can avoid them.
Logo Design is Important, Here’s why:
Your logo is just one part of your marketing strategy, one very crucial part so it’s essential to get right. Your future customers should understand what your company is about and it’s purpose at first glance. Creating the perfect logo isn’t an exact science. It takes hard work, creativity, as well as several rounds of edits to sum up your company’s mission. Balancing color, imagery, and font design is no simple matter and it’s best to leave it to the professionals but it is important for you to have a basic understanding of the theoretical background behind the process. Having this knowledge could mean the difference between successful design or an absolute logo fail, so take notes if you need to.
Logo Design Mistakes to Avoid at All Costs
Your logo design is an investment; that’s what this whole blog post boils down to. So it’s not just about the amount of money you spend but also the attentiveness you will need to give in order for your logo to represent your business properly. If you hurry and rush an amateur design, it will show. We want to avoid causing any extra hurtles for you and your company.
If you’re anything like me, you have a very limited knowledge when it comes to the font kingdom. But trust me, the wrong choice here can set your business back to the dark ages. It’s actually very common for a logo to bomb because of a poor font choice like the Comic Sans or Papyrus (or so I’m told by our graphic designer).
You need to remember that one size does not fit all and just like a business can be unique with its own personality, fonts do too. That’s why it’s important to find the right match for your brand. Do yourself a favor and spend some time researching different fonts. If your business is your baby then you should be involved in the process.
Busy, Busy, Busy
We’ve all been there; add more of this, increase the number of that, and before you know it’s a total mess. You want to avoid convoluted or conflicting design. It’s easy to get carried away, your logo is an investment, right? Well, yes, but less is always more in the design game and simplicity is always key when it comes to logo design.
Your logo should be versatile; it will need to be reproduced in different sizes and for different mediums without losing any of its style or meaning. It also has to be unforgettable. The goal is that when someone looks at your logo, they’ll remember it. So when they think of your product or service, your logo and brand name instantly comes to mind. I mentioned earlier that simplicity is key so your logo also needs to be easy to understand. It’s not a puzzle that needs to be solved.
Keep it simple, clean, and memorable.
I say simple, but not too simple. Don’t go metaphysical or abstract with your logo, this isn’t your niece’s art show. People don’t have the time to figure out complex messages or fill in the blanks; they don’t need to feel confused by what your brand is laying down. Adding detail is okay, it’s about finding the happy medium without losing the message of your brand.
That’s why we do several rounds of edits with different sets of eyes so that we can make sure we convey what your business is all about.
A copycat design is what we refer to as a fail, for sure. There’s nothing worse than a copied design, whether it’s done intentionally or not. Remember, your product/service you provide is unique so you can’t have your logo out there looking like your neighbor’s. It can get you into legal trouble and people will lose faith in your company faster than you can say ‘marketing faux pas.’ And while you can’t check every logo on the planet, you can certainly look at your competitors and avoid this fail.
It’s important to be fashionable, but not ’15 minutes of fame’ fashionable. If your logo were a person; we would want her to be an Audrey Hepburn, not a Lindsey Lohan. I know, I know, it’s harsh comparison but your logo needs to be timeless. Trends come and go, but a well designed logo will not go out of style after a few years.
I should point out that it’s perfectly appropriate to think outside the box. Go beyond trendy and cliche and really consider the visual identity of your business. Who are you? What are you values? How do you want your customer/clients to see you?
Conflict of Colors
Hue, shade, tint, tone, tinge, cast, tincture…what ever you want to call it, it matters. So many things can go wrong here; there’s a balance and harmony that is needs to be heavily considered when it comes to logo design. The easiest way to avoid this common pitfall is to take color off the table completely and start with just black and white. It’s like playing with lipstick and we all know how quickly that can go wrong. After you have nailed the concept and design then you can add color back into the mix, with adult supervision of course.
And this is the most important, really, there has got to be an emotional connection. You can dress your logo up and down but if there is any sense of uncertainty in its purpose, game over. You need beauty AND brains. Different brands will have a different aim. You would expect consumers to have a different emotional connection to an amusement park vs a bank and a logo is the link in between. An amusement parks’s logo should convey fun and edgy while something more strong and trustworthy would be a better fit for a bank logo.
So spend some time really concentrating on the intention that you’re trying to create for your company.
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