Ideally, the visuals of a logo should pop up into your head sub consciously every time the name of a company is mentioned. Such is the power of a logo, that the customer might forget the name or spelling of a company’s name but will always remember the color and icon of a good logo.
A logo is like the signature of a brand that is designed to resonate with people for a long time and evoke associations and feelings associated with the company (i.e. stylish, fun, premium etc). But, in the zeal to convey too much information, businesses and inexperienced logo designers often end up creating logos that are either too common, dull or overly symbolic of a what company does.
It’s hard to find really creative logo designers who’d take an integrated branding approach to such important design tasks.
While the perfect way to get great logo is to find a credible design firm, it’s certainly good idea to learn about some common logo design blunders you should stay clear of:
Mistake #1: Saving As A Raster Image
Raster images for logos should be strictly avoided; they suffer from pixalisation at the time of reproduction.
Use a vector graphic image instead using graphics software such as Adobe Photoshop, Illustrator, or Corel Draw for logo creation. Editing these images is easy and the designer can scale the logo to any size without having to compromise on the quality. Transfer of the image to other media interfaces will be convenient.
Mistake #2: Using Stock Images Without Commercial Rights
Designers should ensure that the client has exclusives rights to the logo designs to keep stock art troubles at bay. Stock vector images are extremely common and can be spotted easily in logos. Needless to mention, they don’t look very professional.
Your designer must try and be unique in his concept to be able to make a lasting impression. No, 3-4 iterative sketches will hardly lend a great logo design idea. Avoid putting up Ltd., Inc. and other such information on a logo.
Mistake #3: Creative But Not Relevant
Conceiving a logo is a creative business, but designers should be professional enough to abide by clients requirements. Designers should highlight the personality of the business in the form of an image and try not to infuse their personal traits in it. A design has to be clean and really represent a brand in the form of an image. That’s what logos are for.
Some logo makers get so carried away that they totally lose out on the actual purpose and end up designing a complete misfit. Then, they ask to get paid of being creative.
Mistake 4: Excessive Use of Special Effects & Color Palette
A 3–D effect might look great on a poster, but not so much on a logo.
Adding a shadow or any other effect that makes it appear glitzy might look good at the Photoshop Stage, but when the logo is scaled, the whole thing appears in a different avatar. A common mistake that designers make is to rely on color hues to get the desired effect.
It is advisable to make the logo completely in black & white during the initial stage. Coloring has to be done in the last phase. A logo will look good in any color the owner chooses to display it in. If the elements are differentiated on the basis of their shades, they may completely lose their character once the shades are alerted.
Mistake #5: Poor Choice of Font
It has been seen time and again, that a logo loses the much needed appeal just because the designer chose a bad font or worse, they were forced to pick one!
Ideally, the font should compliment the imagery and the business. A good designer will be able to find the perfect balance between the font and the imagery, to make the right visual impact.