Every business wants a unique logo that exemplifies their brand and inspires a loyal following. A business logo defines you, and forms the basis of all subsequent branding efforts. As such, a poorly designed logo can adversely affect your marketing and advertising plans. Avoiding these logo design mistakes can help you get it right the first time.
- Hiring an Amateur
This is a common mistake among new businesses looking for ways to cut costs. As such, they commission the wrong people, such as local printers with no graphic design experience, a relative claiming to be talented in graphic design, or a freelancer promising a cheap, high quality logo. It is better to trust a digital printing company—one with dedicated and skilled staff for logo design—to create a professional logo for your business, rather than an amateur who is more interested in trends and gimmicks.
- Blindly Following Trends
Although it is exciting to have a fancy logo that is inspired by the newest design tricks and gimmicks, you risk having it look dated and out-of-touch once a new trend emerges. An experienced logo designer knows to focus on the longevity of the brand rather than what’s popular in the moment.
- Using Stock Images
Stock images that have done the rounds should never be used as a foundation for your company logo. Your objective should be to have a truly distinct design that identifies your brand. This cannot be achieved using images that your audience is likely to be familiar with. Using stock images also risks making your brand look cheap and unprofessional.
- Designing a Non-Transferable Logo
Your logo will be used for all your marketing and promotional items, so it should be easily transferable across different mediums. This usually becomes a problem when you design your logo using pixel images and raster graphics software (such as Photoshop) as opposed to vectors using vector graphics software (such as Coreldraw or Illustrator.) Make sure that digital printing companies can reproduce the colours, images, and overall design on printed materials such as T-shirts and signage without any distortions or pixilation. The logo should also maintain its form when used on responsive websites
- Overly Complex Design
Adding too much colour, special effects and multiple fonts are all amateur things that will confuse your design. A complex design with too many details will tire the eyes as the viewer has to process more information. Consider how it looks when translated to grayscale, and try to make it as simple as possible, to make it memorable.
The Biggest Mistake: Copying Others
Hiring graphic designers with no creativity increases the risk of having them search the web for graphics they can modify slightly. You need an original logo that identifies your company. Use other logos for inspiration, but not as the foundation of your logo.