04 Feb 10 COMMON MISTAKES TO AVOID IN A LOGO DESIGN
The logo is the most critical aspect of any brand to get right into customers mind. It’s intended to elaborate the personality of a brand and instantly convey what the company does at a glance. Logos should not ever be complicated to figure out, but even then, a logo should tell the story of a brand in such a way that it’s clear, non-patronizing and instant.
Logo designing also involves knowing how to transform a message using colours and imagery, which means a certain amount of knowledge is also required.
The most important things to consider when designing a logo includes,
• Know the audience
• Know the brand persona inside out
• Initial ideas approved
• Don’t let the client dictate too much to the designer
• Keep it simple
• It’s suitable for a variety of mediums
• Make it memorable for the viewer
With this in mind, let’s take a look at some of the common mistakes of designing a logo to avoid for a good representation.
1. The logo is not flexible enough: Always contemplate variations in size, colour, and proportions.
2. The logo is not clear in black and white: Always make sure that the core elements are visible and clear when converted to greyscale or black and white.
3. The logo is not distinctive enough: Always test your design choices with your targeted audience to check the unbiased similarities and confusion.
4. There are more offensive elements: Always make sure there is nothing openly offensive in logo design, shape and colour.
5. Check if it’s not ready for colour systems: Colors should be specified in every primary system to preserve uniformity.
6. Details are too small to be visible: Always make it as apparent as an average viewer can understand the design elements you are presenting.
7. Your visual style is not a good fit to logo: Always infuse your logo with aesthetic style associated with your product.
8. Choices are followed by too much of trends: Avoid designing a brand identity on trends alone.
9. A Logo doesn’t convey the right emotion to the customer: Figure out which feelings are salient during consumption and always reflect them in your identity.
10. Your logo is not scalable to fit in: Must have vector files on hand when you submit your logo files to designers.
Of course, these are just a few of the mistakes that may occur when designing a logo. It’s essential to be creative, but also to keep to the brief, to use colour and fonts correctly and avoid stock images because anyone can all get hold of them.
The Design is, up to a point, subjective. However, doing research and knowing exactly who the logo is addressing makes it less so. If you’re thoroughly aware of what your audience wants, even if they don’t know they want it, the more likely you are to get it right. That leads to a satisfied client, a branding that gets customers and an excellent portfolio for you as a designer.