We love logos. In the past, we’ve talked about our logo design process and we’ve talked about when it might be time for a logo change. One of the topics we haven’t discussed is the pitfalls of logo design – common things people miss when they take the plunge and design a new logo.
Top of the list is not considering how the logo will be used. When you think “logo” you often think of the logo existing on its own – on a business card or the top of a website. Over the years, we’ve learned people often forget that the logo will also be used on signs or truck doors, or will be printed on vinyl, or embroidered on shirts and clothing. People often forget that logos “live” outside of paper and the web. Logos with elaborate shading do not translate well to screen printing or embroidery; so before you redesign your look, think about all the ways it will be reproduced and all the places it will be seen.
The second biggest pitfall is not keeping your logo adaptable. Before you sign off on the final logo, make sure it can be adapted in size, shape, and color without losing its details or its key message.
Third is having a logo that can’t stand alone when necessary. One “test” can be as simple as asking yourself if the logo will translate well into black and white (like for newsprint). However, it can be more complicated if you incorporate a slogan into your logo. Slogans are great, and you can design logos that incorporate them, but your logo should also be able to stand on its own without your company slogan backing the message up.
Finally, make sure your logo is used consistently at all times – with your brand, with your message, and with your audience. Whether it’s a horizontal or vertical application – black and white or color – electronic, print, or otherwise – there should be a set of logo standards to follow to get the most mileage every time it is viewed. A new look is great, but if it is not consistently seen by your target audience, you are not getting the most impression for the dollars spent.
These are just a few of the pitfalls of choosing a new logo – in your experience, have you seen any others? Feel free to share with us on Twitter or on Facebook!