4 common logo design mistakes: what they are and how to avoid them

Part 2/4: Series for small business owners by Arteest Marketing

Today we’re talking common logo design mistakes. The logo is the visual representation of your brand. If you’re just starting out, take time to consider the one graphic that you want lodged in the minds of your customers and potential customers. If you’re reviewing your existing logo, ask yourself some tough questions about the design because it might be time for a refresh.

Mistake 1. Your logo doesn’t reflect who you are

A good logo incorporates your history and values in a clever way.

Ask yourself, what are the first three characteristics/values that come in mind when I consider my business and services (e.g., tradition, high quality, competitive pricing)? Now ask one of your managers, a customer service representative, or account manager. Ask a trusted customer or two. If you’re starting a new venture, think about the top qualities you hope to portray. What will make you different? Better?

Observe the pattern. Pick three answers that came up most frequently or that are most similar. Does your logo reflect your values?

Mistake 2. Your logo is not timeless

Your logo design is an investment and long-term commitment. Some people think it’s ok to make frequent changes, but that leads to lack of brand awareness and understanding.

Select a design that will grow and shift with you. You might start out offering a small selection of products but later enter new markets with new offerings. Consider your future potential.

Plenty of amateurs fancy themselves designers these days, with drawing software available on just about any device. Don’t compromise – have a professional do the design for you. Do it right the first time and you won’t run into trouble later with do-overs and fix-ups. A graphic artist will lead you through the process and provide you with different file formats and guidelines for use.

Here at Arteest, we offer a Logo Design Package you might be interested in.

Mistake 3. Your logo doesn’t create an emotional connection with your audience

It’s a tough thing to measure, but it needs to “speak to” your audience. Do you ever get any feedback from your customers about it or the places they see it? Do you feel it’s being recognized? Find out if your customers remember where they’ve seen your logo before. What do they think of it? A bit of honest feedback will help you figure out if you’re reaching people in the way you intended. A bold line you thought signified “strength” might come across as “dark” or “heavy” and give the wrong impression.

Mistake 4: Your logo is not simple enough

The simpler the design, the easier it is to recognize. A good logo is unique without being too complicated.

Don’t try to crowd everything in. If you have a tagline (a catchy phrase that adds to brand awareness), you should have two versions of your logo – one mark with the tagline incorporated and one without the tagline. You will not always have room for your tagline, or even the name of the company. Think about how tiny your logo will appear as a Twitter avatar!

Choose an appropriate font. Is your business leading edge? Fun? Formal? Posh? Choose a typeface that evokes that feeling. Also pay attention to the meaning of colours. Research the emotions connected to certain colours. And keep your colour scheme consistent throughout your materials, vehicles, uniforms, office space, etc.

To wrap up these common logo design mistakes, make sure you keep it simple and make it a life-long commitment!

Check out the rest of the blog series for small business owners:

Part 1/4: Stand op to stand out: Brand awareness tactics that work 

Part 3/4: Effective direct mailing campaigns: four secrets you need to know

Part 4/4: Case Study: Thos. R. Birnie & Sons: Hamilton’s most recognized plumbing company

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