12 errors not to make when creating a Logo
In the corporate world, a brand can very quickly be distinguished by its logo. Now when design own logo there is some information to follow so that it becomes emblematic, unique and recognizable in a few tenths of a second. At least that’s what a logo inspires to be.
Of course design a logo is not as simple as it sounds. In the world of logos there are 2 types of creations: Those made on a corner table under paint and those that are thought out for X reasons. We will try to give you some tips to avoid to create a brand logo. Of course this remains informative, it is also for many common sense advice to apply more often in other cases. Here are 12 mistakes not to make when design own logo.
1. The choice of a “poor” typography
We believe that this is one of the essential points in the creation of a logo. The choice of typography. We even think that’s the hardest part to choose. It must probably represent 50% of the creation time. Choose a typography that has a history, that represents an era, a style, an atmosphere. If you make this choice wrong, it can give an effect totally contrary to the idea you had of it. He may or may not build creation. The choice of typography is like looking for a square grain of sand on a beach.
To help you, don’t be afraid to make lots of test boards, buy typographies, deform them, modify them to be able to have the desired rendering. It is not uncommon to see one or more distorted letters to give a custom “gimmick” to the logo.
This choice is even more important as it will inevitably be included in the rest of the creations and in the entire visual identity of the company. It is therefore important to choose a typography that corresponds to the company, its needs, its image.
2. The typography hierarchy
In a logo it is also possible to see several typographies. The aim can be to give 2 lines of thought, 2 ideas. We are talking about 2 because it gets complicated and risky to use more than 2. Indeed the goal is to have a simple and clear logo very easily understandable. Therefore, all aspects of design must be considered.
It is therefore important to avoid using typographies that are too fanciful, ultra-fine or too numerous. Pay attention to spacing and proportions. Afterwards it is possible to play with the same typography using the styles. For example bold and italic.
3. Too complex or incomprehensible.
There is nothing worse in a logo than not understanding its meaning. The simplest logos are often the most understandable. Take the example of the big brands, as soon as you see a yellow “M”, you think of Mc Donald’s. Nike is really very simple so that today, and thanks to their notoriety, they can even afford not to write the brand name anymore.
The advantage of a simple logo is that it can also be declined on all media. It must be as visible on a stamp as on a 4/3 in the street. It is for this simple reason that one should not add too many superfluous objects” or too many elements making the readability weak.
4. Create the logo by starting with the dressing.
It is not uncommon during design own logo to have a precise idea of the colors that one wishes to use. The problem is that it often happens to “block” the progress of creation because of the colors. So we think it’s important to start by drawing the logo in monochrome to be able to focus on a consistent layout.
This allows you to focus on form and concept rather than “special effects”. Do not use drop shadows, embossing, or other layer styles that will only hide the logo. A good logo will stand alone by itself. You can also make colorimetric variations of the logo to make sure it works in color or grayscale.
5. Using Bitmap images
A logo must be designed in a vector drawing program like Illustrator to ensure that the final logo can be handled on formats of all sizes. Moreover, it makes it easy to handle on all supports. So why use vector instead of bitmap? A vector shape is made up of mathematically precise points, which ensures visual consistency across all mediums and sizes. A Bitmap image cannot be manipulated to any size, which means that if the logo is used on a large size, it would lose quality and become unreadable.
6. Based on a monogram
One of the most common mistakes is trying to create a monogram on the company initials. Although it sounds like an intelligent solution at first glance, it is quite difficult to establish credibility or to convey an effective message with only a company’s initials. You can certainly explore this path but you will need to be original, creative, and create a strong identity that reflects the company’s goals.
Also, you should know that some major brands like HP, FedEx, IBM, and GM didn’t start as acronyms – they became acronyms after several years of experience and notoriety.
7. Use of cliches
A bulb for “the idea”, a bubble for “the discussion”, or a “Swoosh” to give movement. These ideas are often the first things that come to mind when brainstorming, and for the same reason should be the first ideas thrown out. How do you want your logo to be unique when everyone is using this idea? Stay away from these visual cliches and stay with an original idea.
Then it’s up to you to play with the cliches to make it even more attractive!
8. The copied
There is only one step between inspiration and copy/paste. It’s a complete shame to take an idea that you like and change the colours, the texts and make it your own. It’s unethical and completely stupid. Sooner or later, you’ll get caught. Take inspiration but design own logo! You’ll be even prouder.
9. Create with the customer
A customer who pays you like a professional designer to come up with a relevant design, it’s up to you to direct the customer to the best possible solution. The best way to do this is to offer your expertise, not let them lead the project. If a client asks for a change that is not well explained, explain why it cannot be a good idea and offer a better alternative. If he still refuses, try to send him what he wants but also another lead with your argued expertise. They often find that their suggestion is not the best one. Of course, you, as a designer, also have to realize at some point that you don’t have the best ideas and question yourself. Know that you learn much more by listening to others than by staying in your bubble.
10. Too many tracks kill the tracks
Clearly linked to point 9, providing the client with too many leads allows him to question your judgment. You didn’t quite understand his request? Don’t you understand my need? All these arguments can be interpreted as the customer wishes. If you provide 10 concepts, you have a 50/50 chance that they will choose the worst. Prefer 2 or 3 well argued concepts will “hit the nail on the head”. It’s up to you to show them you’re the pro.
11. Unordered files
If you sold the logo sources in your quote, make sure the files are clean. Tidy and without surpluses. Remove test layers, sources of inspiration and all that is superfluous. It would be silly to leave a lead not presented to the customer and that he returns on long moments of negotiation…
So it’s up to you to provide everything you need. The file in HD, the file in RGB, CMYK, monochrome and in different formats.
12. The Final Pack
So make sure you create a final pack with the files well organized, well named and above all that everything is irreproachable. This will waste your time on the spot but will save you precious time afterwards. The customer will not be able to come back to you and say “this or that file is missing” or “where is that file?”.