Any respectable company should be able to convey its concepts clearly, taking into account web design opportunities. Of course, logo design is subjected to certain rules, sticking to which you definitely get more or less demanded product. There are also certain common mistakes made in logo design, which you should avoid if you intend to create a professional and attractive design.
Let’s consider the main stones of stumbling that could ruin all the efforts.
It’s probably the most crucial mistake. Any logo should represent a particular business. Having a logo that resembles someone else’s, the company is likely to have a lot of problems. Plagiarism never gives benefits, so avoid it if you want to promote your, but not someone else’s brand.
Do not Rely on One-day Tendencies
Focusing on current trends is similar to printing the term of expiration on your logo. Tendencies come and go, while the logo should be eternal and timeless. This can be achieved only if you ignore one-day tricks.
The most hackneyed trend is using of tick (similar to Nike’s swoosh) that emphasizes the power of a particular corporation. Ultimately, it is simply and safe option, nothing more. A designer should create a unique and identifying logo for a client. Therefore, ignoring trends is the best idea that may come to designer’s mind.
But be aware of the latest passions and ideas in logo design, since they could give you ideas. Ideally, you should learn to distinguish fleeting trends from basic ones and don’t steal styles of others.
It’s common to use software, which allows you to operate with vector graphics. Vector image is composed of clear mathematical points, which guarantees the preservation of quality of display when increasing an image size.
Sure, you still can use software like Adobe Photoshop to create raster images. But bitmap is not recommended, since it can cause problems with replication and reproduction. Adobe Photoshop allows you to create very large logos, but you still can’t be sure about the size you’ll need in future. When increasing, a bitmap image is displayed as a plurality of squares and no longer suitable for printing on large advertising banners.
To maintain visual data for all sizes in your logo, use vector graphics with all of its advantages:
- Logos of any size without quality loss.
- Easy editing.
- Easy adaptation to any environment.
Don’t Flood with Colors
Some designers can’t live without injection of numerous colors in logo design, while others add color only after the logo is completely ready. The best you can do is to start with a black and white version, and choose appropriate colors in the final stage.
Every businessman at one point will have to provide his logo in a monotone version. So the designer should check whether black-and-white logo remain its distinctive features. If you use color to highlight some of the elements, they may disappear in color.
Avoid Clipart Images
This mistake is typical for businessman who entrust logo design to amateurs who’re not informed about the law of copyright. Downloading of cliparts is not a crime, but it’s forbidden when we talk about logo design.
A logo should be unique, original and have the exclusive rights for your client, while the use of cliparts violates these rules. There is a great chance that someone else in the world does the same things with the same image, so your logo may be not unique.
Cliparts are easy to distinguish, since such images are very similar.
Make a Design for a Customer, not for Yourself
Inflated ego of a designer is sometimes a big problem. If you have found a great new font, please don’t be hasty. At first, think about whether this font is suitable for the company. For example, excellent modern printing font is not always suitable for lawyer’s office.
Don’t put your personal copyright on the design, no matter how you’re proud of your work. Better focus on client’s requirements.
Keep it Simple
Look at Nike, Apple, and McDonald’s logos: they’re simple as hell and can be reproduced at any size!
Font selection may contribute or impede the success of a logo. In most cases, poorly chosen font leads to a failure.
The main aspect of search for a suitable font is selection of a font similar to the overall style of the logo. Well, there’re some tricks:
- If an image and a text are similar, they compete with each other for the attention of people.
- If the font and the image are diverse, people will have difficulties in understanding the object they should focus on.
The key here is to find the exact proportion. Each font has its own individual characteristics. If the selected font does not reflect the characteristics of the logo, it is likely that the whole essence of a trademark will be overlooked.
Another problem is an excessive use of fonts. Remember that each font has its own peculiarities, and a person needs some time to recognize and understand it. Many fonts within one logo may confuse audience.
As a Conclusion
The basic reasons why logos can scare off potential customers are:
- The entrepreneur does not want to invest, trying to make a logo it himself, or entrust it to a familiar businessman who ostensibly has some knowledge in graphics and design.
- The development of a logo is trusted to a company which offers very cheap logos.
The above can cause frightening consequences. If your logo scares – your business scares as well. Try to avoid typical mistakes and use professional services able to make unique and memorable logos that remain relevant for a long time.
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