Hey there!
Let’s talk about logos.
Did you know that 75% of people judge how good a company is just by looking at its logo?
That’s huge! Your logo is like your brand’s face.
It’s the first thing people see.
So, we need to make sure you look somewhat presentable.
But even experts will make mistakes sometimes.
Don’t worry, though.
I’m here to help you avoid the big screw-ups moments in design.
Ready to make your brand shine?
Let’s jump in!
1. Don’t Make It Too Complicated
You know what they say – keep it simple, stupid.
It doesn’t mean that you’re stupid it means keep it simple enough to people understand almost at a stupid level.
A lot of designers try to cram too much into their logos.
Cramming too many messages into one symbol.
Half the time I think they’re making stuff up just to make it seem interesting.
The only logo I’ve seen in recent years to do the successfully was the Unilever logo.
But those combination of parts were all a part of the same theme.
They never seem too far stretched.
But for us trying to justify and make people think is a big no-no.
Your logo should be easy to understand at a glance.
Cuz that’s really the only amount of time you have.
Think about it, people are busy.
They’re on their phones.
Headed to work.
With their family.
Unless they’re a designer or have some kind of artistic fan flair.
They’re not thinking about your logo.
Think of famous logos like Apple or Nike.
They’re super simple, right?
That’s what we’re aiming for.
- Here’s what I do: Stick to one or two main elements in your logo.
- Ask yourself: Can a kid draw this from memory?
- Remember: Simple doesn’t mean boring!
2. Think Big and Small
Your logo needs to look good everywhere.
On a huge billboard or a tiny business card.
A lot of people forget about this.
They make a logo that looks great on their computer screen but turns into a blob when it’s small.
We don’t want that!
- Test your logo at different sizes.
- Make sure you can read it when it’s tiny.
- Keep the shapes clear and bold.
3. Don’t Chase Trends
It’s tempting to make your logo super trendy.
As of late it’s been making things simple.
Sometimes too simple.
Or the changes may not be noticeable and is a big backlash in the market.
The most recent being PayPal.
But trends come and go fast.
Remember the liquefy effect from 2023?
Yeah, that’s not doing so well now.
You want your logo to last for years, not months.
- Go for timeless over trendy.
- Look at logos that have been around for decades.
- It’s okay to be modern, but don’t go overboard.
4. Colors Matter More Than You Think
Colors aren’t just pretty.
They make people feel things.
Using the wrong colors can send the wrong message.
For example, you probably don’t want to use bright pink for a serious law firm logo.
- Learn about color psychology.
- Think about what feelings you want your brand to give.
- Don’t use too many colors. Two or three is usually enough.
5. Don’t Forget About Letters
The font you use in your logo is super important.
It’s not just about being readable.
The style of the letters says a lot about your brand.
A playful font might be great for a toy store but not so much for a bank.
Think about fonts as setting the cast for a movie.
Each character of that typeface has a different personality.
You want to make sure you choose to write characters for the role.
What that means is choosing a typeface that has different fonts that reflect the feeling you want your readers to have.
Using a display font has more of an emotional role than having something that’s designed for legibility.
You want the personalities to be relevant to the message being sent based on the idea of the campaign.
- Choose a font that matches your brand’s personality.
- Make sure it’s easy to read.
- Don’t use more than two fonts in your logo.
6. Be Original
“Don’t Try To Be Original.
Just Try To Be Good.”
~Paul Rand
Just Try To Be Good.”
~Paul Rand
It’s okay to look at other logos for ideas.
It’s often easier to look at the patterns of elements and how they’re being used.
But copying is a big no-no.
It can get you in serious trouble.
I don’t know it’s been countless times that I’ve read about people finding their logos used by other brands.
And the lawsuits that have come into play because of it.
Not saying that all of it was done on purpose but sometimes there is blatant plagiarism that happens and not right theft.
It won’t help your brand stand out.
In fact it could be a serious embarrassment to your client.
You want people to remember YOUR logo, not confuse it with someone else’s.
- Get inspired, but make it your own.
- Check if your logo idea is too similar to others.
- Think about what makes your brand special and show that.
If you want to make sure that your logos would be used by anyone else or that you’re not copying anybody else’s you can check the Global Brand Database
7. Show Your Brand’s Personality
Your logo should feel like your brand.
If your brand is fun and quirky, your logo should be too.
A serious, plain logo for a kids’ party planning service just doesn’t fit, right?
On the surface people often refer to Brand as a logo.
It’s not.
But it goes much more deeper than that.
There’s more information in consideration that goes into a brand.
Not just a visual identity.
Things like brand archetypes try their best to humanize the brand and make it relatable on a personal level.
- List your brand’s main traits.
- Think about how to show those traits in a picture.
- Ask people if your logo matches your brand’s vibe.
8. Use Empty Space Wisely
The empty space in your logo is just as important as the filled parts.
It’s called negative space, and it can make your logo super clever.
The space around your logo is called White space.
Ever notice the arrow in the FedEx logo?
That’s smart use of negative space!
It can be tricky to just get right.
With the right technique and a little bit of practice you can train your eyes to see and draw a negative space.
I might cover that in a different post.
For now, just remember these few things
- Look for ways to add hidden meanings with empty space.
- Make sure the empty parts of your logo look good too.
- Don’t cram everything together.
- Give your logo room to breathe.
9. Keep It Consistent
Your logo should look the same everywhere.
On your website, your business cards, your signs.
A lot of designers and businesses mess this up.
They change colors or shapes a little bit here and there.
That’s confusing for people trying to recognize your brand.
Keeping the logo, the colors, and the type, the same even if the message changes.
It will still be recognizable to your audience.
This is one way that I found to create flexibility for projects and not get bored.
But this also keeps everything on brand and makes the client happy
- Make rules for how to use your logo.
- Write down the exact colors and fonts.
- Share these rules with everyone who works on your brand.
10. Make It Work Anywhere
Your logo needs to look good in all sorts of places.
On a t-shirt, a pen, a website, or a giant sign.
Some people forget to test this.
They end up with a logo that looks great on screen but terrible on a billboard.
This is why I always refer to print out logos I know that will be applied to these real world scenarios.
But this isn’t always available.
If you don’t have a printer, that’s fine.
Just know that it will print out slightly darker compared to seeing it on the screen.
When it comes to how it looks on different products I prefer to do a mock-up.
Don’t be illustrator has tools built in that allows you to do t this now as well as with other websites.
I prefer to use Adobe Photoshop simply because I want more control.
And I can also make patterns and change certain features like color and even introduce new textures.
The point is to make several different considerations.
Ideally choosing mock-ups that are most closely related to the industry or strategic applications of the client.
- Try your logo on different backgrounds.
- See how it looks in black and white.
- Make sure it works on round things like buttons too.
Wrapping It Up
There you go.
These are the big mistakes you need to watch out for when making your logo and visual branding projects.
Remember, your logo is important.
It’s like the face of your brand (Ideally an attractive face).
By avoiding these oops moments, you’ll be on your way to creating a logo that’s really… based.
Yeah I said it 😉
One that people will remember and love.
So, are you ready to make an awesome logo? I bet!
Go for it.
And have fun creating something amazing for your brand. Maybe with some chips and salsa.
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