The logo is arguably one of the most important aspects of your overall branding strategy. Your company’s logo must communicate the personality of your brand and instantly convey the company’s values and emotions instantly and at a glance. Your customers should never have to work to figure out your logo. Instead, it should tell a story about your brand in a way that is clear, quick, and concise. However good graphic and logo design is not an exact science, but rather equal parts science, art, and psychology. Here are five branding and logo mistakes to avoid.
Mistake 1: Low Resolution Graphics
With mobile access to online web sites and platforms taking the lead in terms of the primary way in which people access the Internet. And, since the mobile generation is here to stay, it is now critical that your logos can scale to fit any viewing device. Images need to retain maintain quality with no pixelation issues. Bitmaps have fallen out of standard practice, and most designers have now understandably turned to vector graphics which do not lose quality as they scale.
Mistake 2: Following Trends and Fads Blindly
In advertising, marketing, and design there is always some new hot trend hitting the market. For example, lately there has been an increasing trend towards a flat, minimalistic site design. While more and more sites are turning to this form of design, it is natural to ask yourself if this trend will last. Rather than following trends, you should approach your logo like a long term investment, one that will have to last you for years, not just this season.
Mistake 3: Poor Use of Typefaces
Choosing a font is one of the hardest decisions to remove from your own emotional bias. The wrong font can look silly at best, and fatal at worst. For instance, a lawyer would not use Comic Sans in their logo because it would appear too fun and light-hearted, and would not appeal to clients who are looking for someone who will take them seriously and can be trusted.
Mistake 4: Copying Other Brands
Imitation is the sincerest form of flattery, but in logo design it is the surest path to a stunted logo that will likely not receive much awareness and recognition. For one thing, it communicates that your business is unoriginal, and that you have little capability for creativity. It also conveys laziness on behalf of the business, and suggests that the company is riding on the back of another company’s success. Not a good impression to give your customers.
Mistake 5: Over Complicating Your Logo
In graphic design, it can be tempting to create logos that really show off your skills in design and graphic manipulation. However, if you get too complex in your design, it can often fall flat. Your logo needs to be able to be utilized in all scenarios and across a variety of platforms like web and print. You also need to consider that when your logo gets scaled down for mobile media or small graphic advertisements an over complicated logo will not look as good.