9 Common Mistakes When Designing A Logo!
A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition for a brand. It may be off an abstract or figurative design or include the text of the name it represents as in a wordmark.
1. Relying too much on trends
Design industry is often dominated by different design trends from time-to-time. Many times, logo designers make the mistake of designing a logo based on the latest trends. A company’s logo design is it's identity symbol and needs to be timeless and if it is designed just for them. Trends disappear in a puff of smoke and that is why relying too much on these trends when designing a logo. Though you can always take inspiration from the trends but make sure the logo you design is long lasting, unique and eye-catchy.
2. Inappropriate use of typefaces
A good typeface can make a logo design look memorable similarly a bad typeface can make it look unprofessional and I am sure you don’t want to take chances here. A logo designer needs to make a wise decision when it comes to picking a typeface, use of too many typefaces in a single logotype needs to be avoided for the best results. Each type face is different and being a designer, you need to pick a font that reflects the icon’s characteristics and spreads the message of the brand.
Though many logo designers often include too many typefaces to make the logo look attractive but end up designing the one that looks amateurish. Ideally, it is recommended to add one or two typefaces in the logo design rather than multiple typefaces.
3. Poor use of colour
This is the most common mistake that designers often make, is their choose of colours for the logo and some cannot wait to add colours. Understanding the psychology behind colours is important to design a logo. As a designer you need to pick colours that resonates with the personality and core message of the brand. A thought process and reason should be behind selecting a particular colour scheme else it may not do justice to the company’s image.
Adding colour needs to be your last decision, so first, you need to check how the logo looks in black and white and then grayscale. A good logo looks great in both black & white as well as in colour forms. So, it is suggested not to hurry to add colours in your logo for the best results.
4. Raster images
Another mistake made by logo designers is designing logos using raster images. The downside of designing in raster images is, they cannot be scaled to any size. Raster images are made of pixels and scaling to different sizes makes the image blur or dramatically affects the quality of the logo.
It is good to design your logos in vector graphics such as Illustrator and Adobe Suite so that your logo can be scaled to any size. A well-designed logo is always versatile and looks great when reduced to stamp size or enlarged as the banner size that without compromising on the quality. So, make your logo you design is versatile and looks good in every size.
5. Creating a too complex design
Your logo design needs to be simple and effective. The very purpose of the logo gets defeated if your logo is complex and your audience need to struggle to understand the meaning behind your logo.A logo design with too many colours, a bad pairing of typeface and too many icons can make your logo look complicated and may misrepresent your brand. All the established brands be it Apple, Mac Donalds, Nike, FedEx, all have one thing in common, their logos are simple yet memorable. So, as a designer, you need to strive to achieve simplicity in your logo design so that it becomes memorable in the minds of your audience.
6. No visual hierarchy
There should be a clear relationship with your typefaces you’ve chosen that follows a logical and intuitive design hierarchy. Where does the eye want to go first? What information do we receive and in what order? Is there a natural flow between the logo mark, the main font, and the secondary font? Visual hierarchy is all about designing to suit the natural habitats of the eye. We see big things, high contrast, and bright colours first, followed by small things, low contrast, and dull colours.
7. Confusing scale
Scale can have a huge impact on how we process an image. Even simple changes in the scale of your logo elements can make a big difference. A common mistake people make is having a huge logo mark, with a tiny line of text.
8. Unclear intentions
Beneath the font, image, and colour is an underlying sense of intention.The visual style gives viewers an understanding of your company’s values, purpose, and the emotional link to the product. Customers will connect your logo to the company’s essential purpose, so you need to make sure these match up well.If your company is all about fashionable trends, picking something that’s strong, bold, and edgy will resonate with your audience. For a customer service, on the other hand, something calm and trustworthy will be a better fit. Take a moment to reflect on the visual identity that you’re trying to create for your company.What do you want your logo to get across? What do you want people to feel when they look at your logo? Check out my blog ‘4 steps to building a successful brand’ to learn more about how to achieve this.
9. Not enough research
Logo design is a communication challenge. How do you capture and communicate a brand’s essence through imagery? To do this well, you need to have a deep understanding of exactly what it is you’re trying to communicate. The more knowledge you have, the better you can do this. Rookie designers or impatient brands will sometimes dive into the brainstorm stage without the proper brand education. This always results in a weak logo that doesn’t accurately represent or reflect the brand.