Consider some of the most successful logos in business today. McDonalds, FedEx, Cingular...they all have similar features. They are simple, clean, small, and targeted. Here are some common mistakes that we see all the time.
1. Readability.
Often logos are designed for a single purpose only to realize later that it’s needed on several different forms of media. Technology today requires that your logo is available in several different sizes and formats and each one of those needs to be legible.
2. Designed by an Amateur.
Investing in your logo or brand will prove its worth immediately. Being proud of your logo becomes a powerful selling tool. You and your employees will enjoy supporting the brand if you’ve taken the time to develop it properly. Ask any salesperson who hands out a lot of business cards!
3. Consistency.
Often times you’ll see a logo used a variety of ways with wrong colors, sizes, placements, or even scaled improperly. This reduces integrity and causes confusion for your brand. One of the most important goals is to keep it consistent. A style guide provides simple rules on how to use the logo. It includes fonts, colors, uses, and several logo formats.
4. Complexity.
First, if your logo is complex it will cost you more to use it. The use of images, gradients, too many colors & fonts makes it difficult to reproduce quickly causing an increase in costs. In addition, if your logo is too busy it will make less of an impact. Again, think of some popular logos used today. Most of them are simple eye-catching designs.
5. Messaging.
Making sure that your logo speaks to your audience and communicates who you are is mandatory. Often times you’ll find logos using a somewhat unrelated image or using techniques that speak to the wrong audience. Targeting the design helps communicate who you are immediately.
Designing an appropriate brand for your company or product is the single most important selling tool for your business. Your goal is to get people to remember you. By having a consistent and strong brand, the likelihood of attaining that goal is greatly increased. Choosing to hire a design firm who knows design & business shows the respect you have in your company and products.
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