8 Fatal Mistakes In Logo Design
There’s many amateur designers creating logos without making the research or even knowing what a logo really is. Companies need memorable and simple logos that will never get old. The following are 8 common mistakes in logo design that affects companies and designers.
- Not asking enough questions. This happens way too much. There are some designers and clients who tend to think that logo design is basically just making a good looking symbol for your client. It’s not about that. First, you need to have a brief. Ask questions about the company, get a logo reference in you can, and ask your clients what they don’t want to see in the final product. This helps to approach the project in a more efficient way and you will accomplish a more appropriate design for your client.
- Not making enough research. Once, back when I was starting in design, I got this huge client who wanted to rebrand his company. What they asked was a “V” shaped logo. I didn’t ask questions, but I also didn’t research about other “V” shaped logos. I just started sketching and then I went to Adobe Illustrator to make the final logo.
I made something very similar to one variation of Visa’s logo, but it doesn’t end there. I designed something extremely similar to the logo of the direct competence. I even used the same colors. Thankfully, I saw this mistake before showing the work to that client and started over. Just imagine what would’ve happen if I’d brought that logo to the client. I could’ve lost the job.
- Your logo is way too complex. A logo is supposed to be simple. There’s not a lot going on in the McDonald’s logo. It’s a beautiful simple logo and there’s not a lot to process when you see it and because of it’s simplicity, it adapts very easily to many mediums. I know babies who identify the McDonald’s logo. Making a complex logo, like a charged badge, or a somewhat detailed illustration, just makes it hard to remember. Try to start a logo in black. When you start creating the shapes in pure black, you’ll start noticing what works and what doesn’t. Create something simple, versatile, memorable, and timeless.
- You designed a logo that is trapped in a trend. I like handwritten fonts for some brands, but there’s no doubt this is a trend. First of all, if we are talking about a trend, it’s quite likely that everyone is doing the same. How cool is it to get the same logo that everyone else has, right? Second of all, your logo is not timeless. Your logo will no longer be trendy, and now your client needs a new logo. That’s just not fair.
- You’re not designing in a vector-based program. This one may be quite obvious, but I still now many clients who have a logo that was made using programs like Adobe Photoshop. With vectors you can scale a logo at any size you want since a vector is made up of mathematically precise points. You can’t scale a raster image to any size, and this means you won’t be able to use a logo in many mediums. Delivering a raster image as a logo is unfair, and it can even be considered a scam.
- Not sketching. It’s important to start logo design on paper. Don’t jump into Adobe Illustrator when you get the first idea. Don’t ever work on your first idea. Grab a graphite pencil and sketch your ideas. Do different stuff, to0. Avoid making variations of your first idea. Sketch, sketch and sketch… and when you’re completely sure you have a great idea for your logo, open Adobe Illustrator.
- Starting your logo design using colors. I love that Apple logo sticker that comes inside every Apple product. It’s bitten white apple that you can paste anywhere and it looks good (except one, obviously). The logo it’s a simple, beautiful shape. Apple logo works in black and white, which means it works in all colors and shape. Same happens with the Nike logo and other many great, timeless logos. If you start your logo with colors, you building boundaries for your work. Start with #000000.
- Getting too much input from your client. Imagine you go to a hospital after having a terrible accident, you need an urgent surgery and the surgeon asks how many anestesia do you want. He is the surgeon, he is the professional and he is supposed to know what to do. You are the designer, you know what to do, and you are supposed to solve a problem. There will be input from your client, but you’re the problem solver.
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