How NOT to Design Your Logo
While most people will tell you what you should do to create the brand impression that every single customer and potential customer will see, here we’re going to talk about what you SHOULDN’T do when making your logo. Everyone makes mistakes, but why not avoid the easy ones?
DON’T #1: Beware of the Trends Trap
“Everyone Loves a Trendy Logo….” – Bob from Accounting
Remember when the whole Web 2.0 thing happened, and everyone was in love with words wrapped in bubble logos that had no vowels? Entire brands sprouted up overnight with the same look and glassy mirror reflections that just dripped sophistication. That was a few years ago, and now we’re all looking back with a sceptical eye and hoping for simple designs and Helvetica fonts. Your design needs to be able to stand the test of time, be simple and give you brand identity (when people see it, they know it’s you).
Don’t #2: Leave Raster Formats for Vacation Photos
Anyone who’s turning in your logo (other than previews) in JPG, GIF or PNG format, also known as raster formats, is not the right person to bring your brand to the web. You need a vector image to get the true scalability; vectors are actually plot points and a mathematical equation that tells the vector program where everything goes. When your logo design is vector, you’ll be able to scale it down to half an inch with no loss in quality, or up to a thousand foot banner again with no loss in quality. When ordering your logo, always ask for a “raster preview” and a vector file for the finished product; this’ll let you see how work is moving along and give you the freedom to scale up later.
Don’t #3: Amateur Design Sinks the Boat
“I don’t need a designer; I can use a free logo generator!” – Famous last words online
In design you get what you pay for. There are plenty of free logo generators online, and plenty of free designers out there who are trying to get work… but do you really want to leave your big brand reveal to chance or inexperience? You can easily spend thousands on employees, software and computers, but why wouldn’t you put the same money into your brand? Your logo is the first thing people see on a business card, the first thing they look for on your website, and you want them to recognize you! Your logo design sets you apart from your competition who decided to go the cheap route; don’t get lost in a sea of ordinary when you can put your best foot forward.
When hiring a designer, ask for samples of their previous work. Ask them what best design practices they employ, what colors would create a commonality with your audience, and what they can do to make a real statement for your company. Every company is unique, and your logo needs to reflect that.
Contact us today to avoid making these critical logo design mistakes!