14 Jan 10 Do’s and Don’ts of Good Logo Design
A logo is to a business like a face is to a person. It’s the identity that everyone else sees which represents what that business is all about. It gives a visual description of what your brand represents and creates familiarity with your audience. But great logo design doesn’t just happen by chance. There are a lot of elements that go into making a unique, lasting logo that really connects with any given audience. If you’re on a quest for a new or refreshed logo, here are 10 do’s and don’ts to think about:
1. DO Focus on Simplicity
This may be the cardinal rule of all effective logo design. Keep it simple, stupid! Some of the world’s most well-known and successful logos are the essence of this principle — take Nike, for example. Avoid a cluttered design with too many colors and excessive wording. An effective logo conveys a message and brand in just one glance. If it takes more than a glance to really grasp the concept of the logo, it’s probably too complicated.
2. DON’T Make it Trendy
A great logo is timeless. It doesn’t go out of style and need a redesign in a few years’ time. As you consider colors, fonts, lines, and shapes, don’t make decisions just based on what is popular in the design space this year. Choose design elements that are a true representation of your brand that will still be effective in 5, 10, or even 20 years.
3. DO Make Use of Negative Space
When it comes to logo design, sometimes the unused, negative space can be just as important as the used space. This plays into the simplicity aspect of logo design, too. A great example of effective negative space is in the FedEx logo. It’s subtle, but effective. Once you see it, you can’t miss it.
4. DON’T Imitate
It’s perfectly fine to base your logo design off of effective design principles that others have used before. But never copy someone else’s logo and just re-name it with your own company brand. It defeats the entire purpose of brand identity, and it’s certainly not a lasting quality, either.
5. DO Utilize Color to Enhance the Message
Colors bring your logo to life. It helps communicate the idea behind the design and it’s vitally important to the messaging you want to portray. Sometimes your brand is already associated with certain colors, but in other cases, you may be starting with a clean slate. Don’t go overboard by choosing too many colors, but select a distinct, carefully thought out palate that helps strengthen the brand image that your logo represents.
6. DON’T Use Photos
Using actual photos as part of your logo is an absolute no-no. You can base your design off a photo, but using an actual photo file not only dates your logo because of ever-improving technology, but it makes it hard for the logo to transfer from different applications effectively.
7. DO Pay Attention to Font
If you’re including any type of wording in your logo (rather than just an image), the font you choose can really make or break your image. It speaks volumes about your brand’s messaging without actually saying it. Consider how someone may interpret your brand if they saw your logo using Comic Sans versus a bolder, linear-type sans-serif font. Make sure the message of who you are as a brand is reflected in the font you choose.
8. DON’T Use Clichés
Avoid clichés at all costs when it comes to original logo designs. What are clichés in this regard? Well, practically anything that immediately pops into your head while brainstorming word associations. Like ideas and light bulbs, or globes for international or travel. Keep your logo design unique and original by coming up with a different idea than most would have when thinking about the core purpose of your brand.
9. DO Get Feedback
Logo design is hardly ever (okay, probably never) just a one-and-done job. The process takes a lot of brainstorming, research, conceptualizing, and revisions. But those revisions need to be completed on the basis of valuable feedback. It shouldn’t just be the opinions of the design team, either. If you’re designing a unique logo for the purpose of it resonating with your audience, it’s important that you get feedback from that audience along with peers and stakeholders.
10. DON’T Skimp on Design
Good logo design isn’t meant to be DIY project (unless you’re an experienced designer, of course). It’s not a reason to dig into your clip art files and add your company name to a mediocre image. Professional logo design is an investment in your brand, and it shouldn’t be taken lightly. Spending the time and resources on a great logo design now will save you the time, money, and hassle in the future of having to re-design a poorly designed logo that you just threw together.
If you don’t have the in-house skills to tackle the type of logo design you want, Multifuse can help. Our team specializes in custom logo design. We work with your business to brainstorm, research, and design a logo that is unique to your brand only. Contact us today to learn more about how Multifuse can help improve your brand awareness with a custom logo!