5 common logo design problems

What could be difficult in creating a logo? There we will ask for a favorite color, there is a more interesting font, add a gradient - and voila, we are ready to enter the market… But don't hurry up!

It is necessary to understand that logo and brand name it is not just a sign. Logo is the most important identity of your brand. That is why you should responsibly approach its development. Then you won't have to overpay in the future.

There are few points you should consider:

Adaptability of the logo or its absence

Your logo will be used in different places. You’ll place it on your site, on your product, on your signboard. Are you sure that fine lines and a gradient will work in all these cases? Yes, it will look good on a big screen or on polygraph-processed media. That kind of logo can be very suitable for your website. Moreover, even for a package… Nevertheless, signboard will show all the disadvantages of the design. That is why it’s very important to make logo adaptive.

Besides all of that, you need to have your logo in vector format. Raster graphics are not suitable for large-area surfaces, such as billboards. When zooming in, you will get a fuzzy mosaic image consisting of squares. No advertising agency will undertake the production of a layout after seeing a file in .psd, or, even worse, in .jpg.

Color is our everything

Your logo must have an eversion. What does it mean?

It’s not always possible to use logo in its color version. That’s why logo design including development of grayscale version. Do you remember our beautiful gradient? The logo should not lose its main feature in black and white.
The selection of primary colors is also very important here: you should be provided with a selection of colors at least in RGB (used for the web) and CMYK (for printing). Colors don't have to live their own lives after the final approval. If a certain color is used in the logo, then it should remain so. All kinds of deviations and shades should be clearly spelled out in the brandbook, otherwise the corporate identity will simply not be readable in the future.

Trends

On average, the corporate identity becomes obsolete in 5 years. Yes, it sounds sad, but let's try to make sure that your logo remains relevant at least for this time, So that you don't look at it in a year with the thought “and why did I pay so much money". Logo design development should not turn into a race for trends. Your logo should be relevant, not trending. See the difference?

“Let’s play with fonts”

Do you think that this is not about you, because your company logo will not be font-based? No matter how it is: for combined logos, this rule also applies.

The font should convey the spirit of the brand. For children's clothing and for a law firm, the choice will be different. And it definitely doesn't mean “something cute”. Unusual fonts are an unfortunate choice. You will have to adapt the logo for signage, social media accounts and websites. Text should stay readable. Two fonts are often used in the corporate style: one for logo and title, another one for the rest (letterheads, long texts and so on). You don’t need to use artistic font everywhere or randomly add another fonts - limit yourself to two.

Excessive complexity

Of course, often you want to fit the name itself, and the slogan, and such a little shade, and glare, and the whole way to success, and the image of your favorite dog into the logo… The most important thing is to stop in time.

Overloaded logos are more difficult to use. They become obsolete faster and bother potential customers. Look towards healthy minimalism - such a logo design will look organic and be well remembered. In addition, the meaning of the main elements will not be lost.