These Common Logo Design Oversights May Be Making Your Business Look Amateur

Jason Li
Jason Li
Jul 20, 2017 · 6 min read

1) The logo is too busy

The most common feedback I give when evaluating logos is there’s too much going on. This is understandable, because simplicity is actually difficult to achieve, even for experienced designers.

  • The name’s initials are explicitly written inside the symbol
  • The digital + e-commerce aspect of the business is hinted with a computer mouse in the “O”

2) The logo does not scale or print well

The more complex your logo is, the more likely it wont scale well on print or smaller digital sizes. Logos that use fine lines in close proximity will begin to blur together on smaller sizes. In addition, closed shapes that don’t have much negative space (empty space) don’t scale down well.

3) The logo is not compactible

It’s 2017 so by now I’m sure you understand the importance of social media to your business. Your logo needs to look good on these platforms as well! Think about how the logo looks on Facebook’s square profile photos, or on Twitter’s circle ones. If your logo is rectangular, is there a single element you can take from it to make a simple display image?

4) The logo does not use an appropriate font

The logo’s font is just as important as the symbol. And for logos that only use text (these are called wordmarks), the font is everything! There’s several things to consider when choosing a font, but for simplicity I’ll mention just two. First, does the font match the overall brand? For example if you’re a tech company, I’d recommend a nice Sans Serif font rather than Serif because it gives a more modern look. Next, does the font match the logomark? I can tell you now that the current MyShop font does not match, so let’s fix that.

5) The logo is not unique

I’ll admit the MyShop logo still looks pretty boring. It’s not that memorable and the symbol looks like it belongs in an icon set. Let’s modify it some more…

6) The logo does not work as part of an identity system

Understand that your logo should serve as the backbone of your company’s visual identity system. It supports your digital presence, your iconography, your marketing collateral, your signage, and much more. Well-designed logos can serve as building blocks that inspire the designs of an entire identity system. A great example is Pentagram’s rebranding of MIT Media Lab. What seems like such a simple logo, translates beautifully across so many different mediums. Does your logo have the potential for this kind of flexibility?

7) The logo does not suit your brand

Remember that your logo is just one piece of your business’ brand. You can have a beautiful logo that avoids all the red flags above, but it can still have a negative impact on your business if it is off-brand.

Closing

Know that there are plenty of great logos in the wild that are unconventionally designed. They don’t necessarily follow these best practices and that’s okay. These logos are usually done by professionals. But for those of you without the budget to hire a proper designer or agency, I hope this post is helpful in making sure your logo design decision is well-informed.

TomYum

We’re a digital studio dedicated to designing and building transformative software.

Jason Li

Written by

Jason Li

Co-founder of TomYum. http://tomyum.design. Toronto-based

TomYum

TomYum

We’re a digital studio dedicated to designing and building transformative software.