WHAT NOT TO DO WHEN THINKING OF A LOGO

As a designer I get crazy design idea request for logos, brochures, menus, websites etc. It’s understandable because the public is not necessarily aware of the best design practices which why I was hired in the first place. Most of my clients are great and understand that my job is to take their vision and bring it to life. In reality my real goal is to take their vision and bring it to life in a way that they couldn’t even imagine. Then there are the other clients that are so clear about an idea that they have in their head that will only settle for just that vision and only that vision. There is nothing wrong with having a vision of your business you are supposed to . You are supposed to have a clear and concise vision not based on a trend that is happening now or what the competition is doing . Every brand has its own personality even if they are in the same business the brand has to have its own personality. McDonald’s , Burger King and Wendy’s all have different personalities even tho they sell similar products.

That personality begins with your logo. Your logo is supposed to separate you from your competition and create a relationship that will last with you’re audience. That relationship obviously is based on various factors but in some cases your logo is the first line of defense. When coming up with a logo ask yourself a number of questions.

DOES YOUR LOGO COMMUNICATE WHAT YOU DO CLEARLY?

WOULD YOU REMEMBER YOUR LOGO IF IT WASN’T YOURS ?

AM I SIMPLY FOLLOWING A TREND?

DO MY COLORS WORK ON MOST BACKGROUNDS?

WILL MY LOGO LOOK GOOD BIG OR SMALL?

The previous questions are exactly what I ask before I present design ideas to a client so in this blog I am going specify what not to do and the reasons why and by the end you will know what to think of when coming up with Ideas for a logo or at least be able to communicate your design ideas and reasons for them to your designer.

1. Overcomplicating the Design

One of the cardinal sins in logo design is overcomplication. A logo should be simple and easily recognizable. Overloading it with intricate details, colors, or fonts can make it difficult to reproduce and less memorable. The most effective logos are often the simplest ones—think Apple or Nike. Simplicity ensures that the logo remains impactful, whether it's on a business card or a billboard.

2. Ignoring Scalability

Another critical mistake is not considering how the logo will look at different sizes. A logo that looks great on a computer screen might become a jumbled mess when shrunk down to fit on a pen or an app icon. Always design with scalability in mind, ensuring the logo remains legible and retains its integrity at any size.

3. Poor Font Choices

Typography plays a significant role in logo design. Using too many fonts, or choosing ones that don't align with the brand’s identity, can confuse the message. Fonts should be clear, readable, and appropriate to the brand’s style. For instance, a sleek, modern font might suit a tech company, while a whimsical, playful font could be perfect for a children's toy brand.

4. Lack of Versatility

A logo should work across various platforms and mediums. Designing a logo that's only effective in color or that doesn’t translate well to black and white or monochrome is a mistake. Make sure the logo is versatile enough to look good on a website, in print, on merchandise, and in any other context where it might be used.

5. Failing to Understand the Brand

Perhaps the biggest mistake is not fully understanding the brand. A logo should encapsulate the essence of the brand it represents. It requires thorough research and a deep understanding of the brand’s values, target audience, and market positioning. Designing a logo without this foundational knowledge can lead to a disconnect between the brand and its visual identity.

6. Following Trends Blindly

While it can be tempting to jump on the latest design trends, this can be a double-edged sword. Trends come and go, but a logo needs longevity. A logo that relies heavily on current design trends might look outdated in just a few years. Aim for a timeless design that stays relevant, regardless of fleeting trends.

7. Using Raster Graphics Instead of Vector

Logos should be designed using vector graphics, not raster images. Vector graphics can be resized infinitely without losing quality, ensuring the logo remains sharp and clear at any size. Raster graphics, on the other hand, can become pixelated when enlarged, leading to a loss of clarity and professionalism.

8. Ignoring Feedback

Designing a logo is a collaborative process. Ignoring feedback from clients, stakeholders, or focus groups can result in a logo that doesn’t meet the brand's needs or resonate with its audience. Constructive feedback is invaluable in refining the design and ensuring it hits the mark.

9. Poor Color Choices

Color has a profound impact on perception and should be chosen carefully. Using too many colors can make a logo look chaotic, while the wrong colors can convey unintended messages. Color psychology is crucial in logo design—understanding how different colors influence emotions and perceptions can help in making effective choices.

Avoiding these common pitfalls can lead to the creation of a strong, memorable, and effective logo that truly represents its brand. Remember, a well-designed logo is an investment in a brand’s future, creating a lasting impression and building a solid foundation for brand identity.

HERE ARE A COUPLE OF THINGS YOU SHOULD DO WHEN THINKING ABOUT A LOGO

• Use imagery that relates to your business

• Use fonts that fit the industry and tone of your business.

• Be mindful of where your logo will be presented i.e. BUSINESS CARDS , APPAREL, MARKETING MATERIAL all of those things will have to be taken in consideration when designing a logo

• Research your audience and your competition I wrote a blog how to do it check it out

• Get Feedback from others

• KEEP IT SIMPLE

• HIRE A PROFESSIONAL… remember you get what you pay for if it’s cheap 9 times out of ten you will get a cheap logo . Don’t spend millions but don't spend $40 expecting get a million dollar logo.