A logo is your company’s identity encapsulated visually. It is an image that often creates the first impression. Therefore, the initial step that one takes while launching a new ventureis a logo reveal. This makes it one of the most crucial aspects about the brand’s existence. Hence, make sure you don’t fail at it, because a bad logo is often equivalent to an implausible brand image.
While there is enough written and said about how to create logos, let us understand what can make a logo fail. This will tell you what not to do and what to steer clear of while you have a logo made for your brand.
Neither be too simple nor to complex:
Simplicity makes things memorable, but times are different today. Too much of simplicity can also entail lack of creativity. For instance, a burger joint having burger as part of its logo is almost saying there isn’t any imagination left in the world. One should experiment with abstract art. But also remember that too much abstraction can alienate completely. Too many details make it difficult to memorise the logo.
Remember it isn’t modern art, but a marketing element. The key is to strike an equilibrium. We can look at Nike as a classic example. It is one of the most memorable and recalled logo as per research. The magic of this lies in the fact that Nike has done a great job in striking a perfect balance.Their logo is simple but its imagery isn’t just related to the nature of business Nike does. A logo like this is scalable, memorable and unforgettable. They Just did it!
Art comes at a cost; cheap deals will give you cheap ideas:
In today’s day and age, a slew of website provide logos for free or for lower cost. These are refurbished, patch work graphics put together by amateur graphic designers. You need professionals, sure there are enough of value for money options. Logo tutorials can only make you a bit more informed but they aren’t a replacement for true professional creativity.
Try agencies who have a collaboration modern. They are light on cost as well as great at their job. Don’t shy away from investing in a logo.
Get the basics right. Poor-quality image is a bad idea:
High-resolution, high-quality images when designing a logo ensure reproduction quality. You scale it in any size and any media, the consistency remains intact. Logos are used across media be it web or print, hence making the image quality crucial. Best is to use vector graphics which are created using tools like CorelDraw and Adobe Illustrator, and are presented using mathematically precise points. Jpegs are low-res images which look imperfect can dilute you brand equity.
Since visual consistency is important, the quality of the image needs to be paid attention to.
Credit: Wikimedia Commons
It isn’t an animation movie, too many effects will spoil the main effect:
Don’t have too many colours, a shadow, an embossing, creative typography. And don’t clutter with it just because it is gimmicky. Gimmicks is clear lack of sophistication and creativity. Some of the most famous logos are actually in black and white (Nike, Apple etc). However, in certain cases,colours are of importance. For example, if you’re creating a logo for a restaurant, you should select red, yellow, green or orange since these colours are believed to induce hunger. McDonald’s seems to be doing it right.
Keep it neat and straight forward.
Don’t be a copy-cat just because…imitation is image hindering:
Taking inspiration is okay, but being a copycat is just not done. It is plagiarism, it is unethical and won’t go down well with your consumers. Also, you may just handover your audience to the one you copied from.
Never forget, your brand is at the centre of it all:
Don’t get carried away in creation and creativity that you forget that the core of designing a logo is the brand. So, understand its values, meaning and nature and then design. Don’t let your artistic whims neglect the brand.
Steer clear from these points and a logo failure will surely remain at bay.