Whether you are hiring a designer, or you're creating your logo yourself here are five things to avoid. I’m sharing these tips so you don’t make these mistakes when you create your logo — or have one created by a graphic designer like myself (HINT HINT).
These tips help your logo speak to your ideal clients.
1. Don’t just pick what’s trendy.
If a popular font reflects what your business is offering, then trendy fonts and icons might work for your business. Be sure to put thought behind why you are using a font or icon. Don’t just go with the one that speaks to you in the moment; the design needs to portray your brand.
2. Don’t make it too complicated!
The point of a logo is not to speak to every client and show everything your business does. You shouldn’t try to pack everything you offer or everything your website showcases into your logo design. Overcomplicating your logo will confuse people, and your clients will not be able to understand your message. Try to simplify your logo, so the feel of your brand is understandable, not jumbled and confusing. Think of the Nike logo or Apple's logo – they are both simple and clean and not packed with all they offer.
3. Is your logo is too personal?
Sometimes we can get caught up in personal names and imagery that (without a long explanation) will mean nothing to your clients. For example, naming your photography business after your grandfather who loved fishing probably won’t make much sense to your potential clients. The name and imagery should mean something about your brand and solve your clients' problem. It’s great to have a personal connection to your business but those things will not clarify your business and brand to your clients about what you can offer them.
4. Don’t get too creative!
Sometimes people try to morph two icons/symbols together to create a new icon and it ends up looking like something that only they will know the meaning behind. Most potential clients will scroll and see the icon for just a fraction of a second. If the icon is not quickly identifiable, you will lose that potential client because they will not understand the message that you were trying to get across. Pairing a name that speaks the icon could help.
Creative use of fonts
The same can be said for fonts on this topic. Make sure they are readable. Always check the readability of each letter. Use the filters that most of the font websites have to type out and check each letter that will be used for your business name or website address to make sure each one is clear. Watch out for letters like S, R, and L, they are often very distorted in most cursive or handwritten fonts. Some fonts offer alternatives.
5. Your logo lacks professionalism.
Creating a logo takes a certain talent and also time. Make sure it speaks what you need it to speak! If your logo doesn’t look professional, you will end up losing money. Your logo should be the base of your businesses visual identity (your brand).
Once you have a logo, you can build your brand = your graphics, lighting, photography feel and other visual elements should follow the same style. When the professionalism of your logo isn’t great, it will affect the perceived professionalism of your business. We do judge a book by its cover! (read blog post here)
Step 1 in creating an effective logo
If you are looking to design a logo you might want to use my free logo worksheet that will walk you through the steps to create an effective logo. It helps you narrow down the foundation of your logo and start building your brand to make marketing easier.
This sheet will give you the tools you need to know where you’re going with your logo and it will help you make sure you’re not making these five mistakes