Do you want to create a logo for your business, but don’t know how to get started?
One of the most important parts of any brand is the logo. It’s what sets your company apart from everyone else in the industry. But creating a logo might be harder than it seems.
In this blog post we will discuss 10 mistakes that designers make when designing logos and offer some tips on how to avoid them!
While there are plenty of great resources for logo designers, almost none of them tell you what mistakes to absolutely avoid during the design process.
These are 10 common mistakes that logo designers should avoid when crafting the perfect logo for a client. Knowing how to avoid these 10 logo design mistakes can help you create a logo that your client will love.
Designing a logo without doing research into the audience and competition
Logo designers should always research and understand the company’s brand before tackling a design project.
One of the biggest mistakes a designer can make is not researching what their client needs before starting. Before they start work, designers need to learn about who their client is and what they do. They also have to find out about any competition for the company and what customers expect from them or others in their industry.
To complete this second step, you should consider conducting focus surveys to find out what the target audience likes/does not like about various logo concepts.
The more research you do upfront, the better your logo design.
Following the latest trends instead of creating an iconic classic.
Logos are meant to be enduring, and since some logos date back many years, it’s important that you don’t design a trend-following logo.
When creating a logo for a client, the designer must consider both the logo’s design and its longevity.
If the logo is based on current trends, that becomes detrimental to the company’s long-term branding.
Using a generic typeface for your wordmark
When working with text within a logo, be mindful of the fonts you use. Logo and wordmark designs should be unique; few logos are exactly alike, so try to make yours stand out by adjusting your choice of fonts.
Changing the letter shape or spacing within a word is an easy, but often overlooked, way to differentiate your logo.
In either case, take time to adjust the font you use in your logo to improve its resonance with the brand’s mood and purpose.
Using common imagery or visual clichés
Sometimes, designers create logos which are unnecessary cliché. This is when they make the following typical mistakes.
These types of visual clichés appear in nearly every logo and branding opportunity. Think outside the box for logos that avoid these trends, but still resonate with your target demographic.
Basic shapes and bland imagery can make it difficult to create a logo that stands out. It takes more time and skill to personalize a shape or use generic imagery in order many logos that stand out from the competition.
Being too abstract translates to a logo that no one understands.
While avoiding bland or clichéd imagery is important, you’ll also want to be careful about being too abstract.
Abstraction is visually-appealing, but it doesn’t always relay the brand message if it’s unclear what is trying to be expressed.
The goal of a logo isn’t to be artistic, it’s to reinforce the brand message and position.
Using abstract imagery when creating a logo is tricky business. It needs to be recognizable enough so that people know what it’s for, yet any realistic elements have to be twisted in order to fit the drawn style.
Making designs too complex
A complex logo can be difficult for anyone to recognize, and therefore does little to promote the client’s brand. A simple logo is easier to remember and more versatile.
Simplifying your logo can really make the difference. No matter what kind of logo you are designing, IT should be as simple as it absolutely needs to be.
Simple logos may seem boring, but they are worth considering.
Relying on too much colour or effects
Designing a logo with color in mind is important, but often logos will need to be included on monochromatic documents.
One way to create a logo that is recognizable regardless of color, size, or orientation is to design the logo in monochrome.
When creating logos, designers should avoid using color and effects as the main messages. The logo should be conveyed primarily through its shape, such as making a word look like an arrow that goes in a specific direction.
Providing too many options to the client
Designers often show clients a number of options for their logo design. This can be useful as you get feedback and work to refine the final logo. However, too many options can overwhelm your client which may lead to dissatisfaction with the final product.
Stick to two or at maximum three initial logo design concepts. This gives your clients options without overwhelming them.
It can also prevent clients from requesting a Frankenstein-esque logo that combines elements of multiple concepts into one design.
Some logo designers even offer only one solution, putting all of their efforts into that one design
Not making the logo responsive
With logos needing to be scaled for use at various sizes, they need to be responsive.
A responsive logo can be described as a design that exists in multiple, slightly different variations and will display correctly at the correct scales. For example, a logo displayed on an app icon might need to be reworked for something larger such as a billboard.
To maximize legibility and recognizability, responsive design must be used when designing a logo for any client.
It’s no secret that logos have become more than just a mark on your business card. With Facebook, Twitter and Instagram all competing for attention in our daily feeds, it’s important to consider how your logo performs across different platforms. You want something recognisable at thumbnail size as well as large format.
Creating a logo without brand guidelines
A key element in any logo design is a brand guideline (or style guide).
The guidelines detailed in this article show you how to design a logo so that the features are used correctly when your client uses the logo on future branding projects.
Brand guidelines should include things like the space needed before and after text, exact colors and typefaces, ways logos should not be used, etc.
Your logo should be able to stand the test of time, so design with that in mind.
When considering the timelessness of a logo, consider how well it would compliment design decades prior to when it was created. Be sure also that it’s representative of what you’re trying to portray with your company messaging and fits the design style for other elements in your branding.
Follow these steps, and you’ll be well on your way to creating timeless, memorable logo designs that your clients will love.