New logo designers may be under the notion that the more complicated
and colorful a logo design is, the more it will be appreciated. This is
one of the first mistakes that can be made. When these designs are used
to participate in logo design contests and none of these initial designs
are accepted by clients, some are left confused and disappointed.
Amateur logo designers tend to make a few mistakes at first, which
can become disastrous for them in the long run. Two other mistakes some
designers make is avoiding to learn the basics of design and/or they
don’t have a creative design process to follow. In today’s post I’ve
decided to educate fellow designers about the
13 critical mistakes that can kill any logo design. Read on to make sure that you are not guilty of these mistakes.
1. Lack of Process & Planning
Very few logo designers spend time doing research about the industry
of the client they are working for. Even fewer realize the importance of
a
creative logo design process.
In professional logo designing, research and sketching comes before
creating a logo on the computer. Jumping on the computer without
sketching and basic planning is a failed design waiting to happen.
2. Neglecting the Essence of Logo
A logo represents the essence of a company, what it stands for and
what message it wants to convey to its audience. Be sure to think from a
potential customer’s perspective. What would a certain image mean to
you? What will your first impression of the logo design be? Focus not
only on the design, but on the meaning.
3. Following Trends Blindly
Following all design trends will most likely lead to outdated design concepts. Create
designs that can stand the test of time and will look great even a century later. Example: The Coca-Cola logo still looks good a hundred years after its creation.
4. Creating Complicated Designs
Filling your logo design with too many colors and shapes is a big
mistake. Simplicity is the best way to go. If you think that creating a
complicated design will win you a logo design contest, at times, you are
wrong. Simple logos tend to be the most memorable. Want an example?
Think of the logos of McDonald’s or Nike.
5. Being a Copy Cat
Are you an inspired designer or a copy cat? Inspiration is when your
original idea had influence from things around you, all while keeping in
mind the client’s perspective. To be a copy cat means you have copied
pieces of another person’s design work. Copying another designer’s
concept is dishonest and shows your lack of creativity. Be Original, Be
Creative, Be Unique!
6. Using Clichéd Images
Using airplane images for a travel logo design, hammers for
construction logos or books for education logos is seen as redundant and
clichéd. Try to be innovative. Use special characters, unique metaphors
or abstract symbols to create an identity. You don’t want your client’s
design to become lost in the crowd.
7. Adding Special Effects
Graphic design expert Jacob Cass says,
“If a logo requires color or special effects to make it a strong logo, it’s not a strong logo.”
If your design is strong it will look great in black and white, as well as in full color. Lose the colors and see where your
logo stands.
8. Using Clipart & Stock Images
Successful logo designers never use clipart or stock. Clipart images
are visually poor and will give the design an unprofessional look. Avoid
clipart, stock vector images or anything similar and create your own,
custom images. The client will fully appreciate your design’s
individuality.
9. Typography Issues
Using the wrong font and inappropriate style can ruin a perfectly
good design. In a logo design, the typography has to be industry
specific. Otherwise the meaning could be completely lost. For instance,
using Comic Sans for a law firm logo has more of a childish feel, it
does not portray a serious, successful and professional law firm.
10. Hurrying to Create a Logo
Most logos fail when designers do not spend quality time to create
and ignore the importance of having a design process. A design that is
made in a short amount of time tends to be unsuccessful. Your speed
doesn’t determine your efficiency. Logo designing is an art that
requires understanding and research, which requires time.
11. Lack of Communication with Clients
Most amateur designers do not understand the importance of
communication and get offended at the slightest bit of criticism. They
don’t discuss their ideas with their clients and give no creative input.
This is not healthy if you want a client to understand your point of
view. Communication is the key to success. Explain to the client what
you are trying to achieve in your logo design concepts and take their
criticism positively. Remember, criticism is just another person’s
opinion.
12. Sending Raster Files
Raster files tend to become pixilated when scaled or sized for
various printing needs. Always send your client the vector format file
of your design. This will allow your client to print the logo on a small
business card, a large billboard, t-shirts or any other item without
affecting the quality.
13. Not Cleaning Up the Logo
Before sending out the design to your client, make sure that it is
neat. Any extra twirls or any excessive colors must be removed. Sending
out a messy design discredits you as a professional, thus you want to
spend time with the finishing touches and in finalizing it.