For many an aspiring designer, a logo can be an attractive early project. It’s usually meant to be simple, by definition, and might need less technical skill than full-blown digital illustrations or less time than a complete website design.
There are of course some pitfalls less experienced designers may fall foul of early on, which hamper them turning a good idea into a stunning logo. These small details can be missed in early experiments, but can quickly corrupt a creative concept.
Here’s a helpful list of possible problems and some direction around what should be avoided when junior designers are starting out.
Crack down on typography disorder
- Using too many fonts or weights (two maximum is preferred) often makes the logo excessive, messy and hard to remember.
- The correct combination can look stunningly stylish. But using an over the top font and/or really thin line weights will make the logo hard to read. Remember a logo should remain easy to read when scaled down, and be UX friendly.
- Typography plays a vital part to the logo, don’t just focus on the logo mark. Typography and the logo mark should have a relationship with each other…it takes time to get the perfect font for your logo.
Simplify detail-heavy logos
- Having an over the top logo mark makes a design distracting.
- Avoid chaos. Remember “less is more”.
- Having an overly exuberant logo mark can in fact make it unmemorable, so always think “clean, appealing and appropriate”.
- Focus on the most important aspects of what the business represents.
Visual Clichés Are Contrived
- The first thing that pops in your head when brainstorming probably should be discarded. Things like light bulbs for ideas. Speech bubbles for communication. These visuals have been seen in logos over and over again. A logo will not be memorable, it will only be relatable.
- You would want the logo to be original in idea and design.
- Be clever, but not too clever, or people will roll their eyes.
Rely on color for effect? It’ll leave you red faced
- Most designers cannot wait to add color to any design and probably rely on it too much. However, choosing your color should be your last step.
- Working with black and white first will allow the logo too have more of an identity, and make it more versatile in use.
- Remember, every now and then a client you work with will need to display their logo in only one color at a time, so if the logo is too heavily involved with color it will appear muddy and lose its identity in these applications.
- Be sure to choose a color that reflects the brand’s image, goals and messages. The right color, such as green for environmentalism, can evoke a multitude of emotions.
Using monograms is muddling and mundane
- If you get a client asking to create a logo, an understandable first thought is to create a monogram out of the businesses initials. However, see the third point about what you should do with first ideas.
- Not only has this been done, having a monogram as logo makes the business hard to understand. Sure, there are some Monograms that nail it, but they are often more established brands – think Louis Vuitton, Volkswagen, or GE. If your new logo design goes down the monogram path, you run the risk the target audience will be confused, especially if it’s a startup company seeking to break new grounds. The company needs to be memorable before shortening the name in the logo (which requires high-profile exposure).
- Using a monogram will also restrict the ability to convey the business appropriately – what are its goals, its values, its personality?
Entering a logo design to fulfil a client’s brief can be a great starting step for new designers. It can be a fun way to grow skills as well as a solid portfolio. By knowing what to look out for, you’ll be sure to impress with a personalized design that wows.
Want More?
Working with a client and getting the right branding is no easy task. Thankfully we’re here to offer guidance along the way. Check out these articles for more helpful hints:
5 Common Free Logos to Avoid
Simple Logo Maker
Top Reasons Why A Logo Fails And How To Ensure Your Design Works Well
How To Design A Brilliant Business Logo For A Brand
Should You Get A New Logo Or Revamp An Existing Design?
Written by Divya Abe on Monday, May 1, 2017
Divya Abe is an expert graphic designer ready to share her knowledge with the crowd. Besides spending quality time on the internet she enjoys anything to do with cats. Get in touch via Google+.