A logo is one of the forefront of the company. Its design can either break or make the company’s brand at first glance. Thus, designing the logo of a business organization is crucial and must be given much importance as branding. An effective logo design enables customers and clients to easily identify and relate it to the company, brand, product or service. It lasts through the passing of time and is engraved in people’s memory.
Whether you are an expert in logo design or not, there are certain pitfalls which each professional and creative make in the process of creating a logo. The logo is one of the most important representation of the company – it visually represents the company’s brand, identity and overall message to its customers and clients. It even contributes a big part in building the brand equity of the organization. Therefore, its design should be thought of carefully. However, even with the the available information on the basics of designing, here are the 7 common mistakes in designing a logo.
1) Relying on trends
Designing your logo based on what is “in” would leave your logo dated in the moment, but outdated once the trend dies out. Instead of following the season’s popular design, create your logo based on the vision of the company and the message of the brand. This way, it will have its unique quality and will create a long lasting impression on people. Seasonal designs are too common; your logo can die along with the end of the season.
2) Failing to foresee the usage of the logo
When creating a logo, the usual practice is designing it on the computer or on a blank sheet of paper – experimenting on the fonts, colors and graphical illustrations. The designer has the tendency to get carried away and even come up with a complex physical output which looks good on the computer screen or on the sketch pad. However, some designers forget that the logo would not only be used on the computer screen nor the on the sketch pad only. It can be transferred from one medium to another. Thus, other logos fail to be transferable because the designer failed to foresee the other media which can be used for the logo.
3) Poor font and color choice
Some will overload the logo with fonts, thus making it look like a circus. It is more important to choose one or two font styles in order for the logo to be clearly understood for its essence and message, rather than its font types. Also, the color should be properly picked. The color should represent the brand . Using many colors can get the company’s brand lost in the transition and can make your design look confusing. Always remember that an effective logo is simple – not too complicated.
4) Using raster images
The final design or the logo should be done in the proper computer program or graphics tool, such as Adobe Illustrator in order to avoid the design to be pixelated.
5) Providing too many information
Too much information on a logo would destroy the essence of making one. Reserve other information for your tagline or for your marketing statement. Every element, illustration or font should not always represent something, unless it can without providing too many information and too many details. The logo should be minimal as possible. It should be simple and memorable – not overly done with too much information.
6) Using stock photos and other sources of stock graphics
Remember the logo should be unique and should be able to represent the company. Using stock images and graphics can put your clients at risk. Moreover, the stock image or graphics used may be used by other designers and amateur creatives for other purposes. Hence, the logo will loose its own identity, including the identity of the brand and company it represents.
7) Designing for yourself
Sometimes the designer gets too excited in designing and gets lost in the process – forgetting the design is for a certain organization and client, not for himself. You should always remember that the logo represents your client, not you. Thus, the personality it should bring should be the client’s brand and identity. It should fully represent his business and not just your taste and style.