It’s not uncommon for customers to be asking our team to design logos for them from time to time. As a company logo is the first thing an outsider notices about your company and serves as your brand identity, coming up with a design for it is a crucial but painstaking part of any business. However based on our experience through the years, we’ve seen certain pitfalls often overlooked.
Sure, there are professional designers (like 24 Slides!) who can help you design your logo. But coming up or conceptualizing it will still depend on your initial input. What do you want to project or focus on? Here are 5 usual pitfalls we advise should be avoided so that your logo won’t come up short in conveying the message you want to get out there:
1) Lack of focus
There’s a temptation to fit so many messages in a single company logo. Don’t—you simply can’t cram everything into a single design. Even if you managed to, people may only be confused and not get the message. Because it looks too complicated to the average eye, you may end up conveying nothing at all than conveying all sorts of information. Instead, try to focus on your most important message or key aspects that make you unique or stand out.
While a logo is important to express who you are now, you also need to foresee how the logo can still connect with your market in the long-run. Unless you want to keep changing your brand identity (which will likely work against your company), avoid making your logo a hype. This includes using trendy fonts, which a few years from now, may look outdated. Instead, focus on classic designs to likewise have that timeless connection with your audience.
3) Too complicated
Bling bling’s are out, simple is in. A too complex logo is less scalable and can work against your goal of making it as timeless as possible. Instead, use elements like simple colors, shapes, fonts, and themes that can easily be modified or carried over.
At the extreme end of the “too complex” scale is your logo bordering on just looking like everyone else’s. Being simple doesn’t mean making your logo generic. Instead, your identity should have an element of surprise, a “hook” to capture your target market’s attention and shake them out of their comfort zones. Sometimes, hidden or subliminal messages work. Keep it simple but memorable. In this area, a professional designer’s unlimited creativity and imagination can help a lot.
5) Lack of usability
Since you will be using your logo in all your campaign materials, it is important to ensure it is consistently usable or versatile throughout. Your logo may look good on paper or on your website but look hideous when printed on shirts and other merchandise. As part of foreseeing the future of your logo, ask questions like how your logo will look like on other products you plan to develop in the years to come. Will it still convey the same message in 3D? Monochrome?
In the end, logo design is one that requires thorough research, careful thought, extensive deliberations with highly professional graphic designers and even exhaustive experiments and testing to help you come up with the most appropriate logo that visually represents the values and vision behind your company.
What other common mistakes should be avoided when coming up with a company logo? Let us know through your comments below.