|Common Logo Design Mistakes... |
For every great looking, well designed logo there are equally as many poorly executed attempts that simply fall short or their intended mark. In fact a poorly designed logo can be more damaging to your chances at success than no logo at all. Many customers and novice logo designers are guilty of making common, fatal mistakes when executing their designs. Most of these mistakes can be avoided by simply understanding what not to do when having your logo created. Here are a few common mistakes:
• OVERCOMPLICATE THE CONCEPT - This by far is the most common mistake that novice logo designers make when creating a logo. The goal of a logo should not be to sell every product and/or service that your company offers. When setting out to spotlight every aspect of your business within the logo, the end result all too often achieves the exact opposite. Always remember that your logo is viewed as a sum of all of it's parts. Very few people (besides you) will stare at your logo long enough to digest every small detail within it. For example; if you own a store that sells gardening tools, it may be a mistake to incorporate your top 10 selling tools into your logo design. A simpler graphic representation of a leaf may better lend itself to a more effective logo. After all, when someone buys a gardening tool, what they really want is not so much the tool, but a better looking garden.
• KNOW WHEN TO STOP - All too often a good concept is overcomplicated in an effort to make it that much better. Trust your instincts enough to know when to say when. Keep in mind that your first impression is what matters. If you look at any design too long it may loose it's fresh appeal. Rather than trying to massage it to death, flash back to when you first saw it. Did you say to yourself; Yes, that will work? If so, it may be time to stop changing it.
• TOO MANY OPINIONS - Another common mistake that novice designers make is trying to please everyone's personal taste. The fact is that if you ask 10 different people what their favorite color is, you will most certainly get 10 different responses. Remember that art and design are subjective, thus making them a matter of taste. Whether a logo works or not is a matter of fact. Rather than asking friends or family if they like the color of the logo, ask them if the color works well with the overall message of the company. For instance, in many industries red represents a negative trend. You may want to reconsider using it in your logo if you are a financial planner whose goal is to create more green for the customer. The fact that red may be your brother's favorite color has nothing to do with it.
In instances where there are several people involved in the decision making process, we recommend that one person is designated as having the final say. This person's goal should be to hear all comments and criticisms and distinguish which address the functionality of the design and which simply address personal taste.
• EMOTIONAL ATTACHMENT - When investing your time and effort into conceptualizing your own ideas, it may be easy to become emotionally attached to the concept simply because it is yours. Always remember that an effective logo consists of two crucial stages; Concept and Execution. Your concept may sound great in theory, but if it is not able to be executed in a crisp, professional manner you will most certainly fall short of your target. Don't try to convince yourself that a concept will work simply because it’s your creation. If the final piece doesn't work, be willing to move past it.
Let's get started: STEP 1