It’s easy to spot a bad logo once it’s been created, but what should you be on the lookout for before the design process even begins? 

We see poorly designed logos every day – sometimes as a result of shoddy design work and sometimes as a result of miscommunication between client and designer. No matter what the reason, it’s important to know what makes a good quality logo before the design process even begins. 

If you’re just beginning to consult with a designer – or, you’re a novice designer just getting into brand design – we’ve got 7 common mistakes for you to look out for. 

1. Not considering black and white

If your logo relies heavily on gradients, 3-D effects or a specific color then you’re setting yourself up for failure. No element of your logo should only be distinguishable or in context when the logo is in full color. A properly designed logo will have a strong form and be recognizable as your brand even when printed in black and white. 

You don’t want to embroider your logo on hundreds of shirts only to find that it’s no longer identifiable. If you make sure to create a black and white version of your logo in the very early stages of the branding process, you’ll save yourself from any unhappy surprises down the road.

2. Not designing for all formats 

Every good logo needs to work for something as large as a billboard, but should also be able to printed on something as small as a lapel pin. 

Your logo should be future-proofed – meaning that no matter where it needs to be printed in the future, it will still work well. If your business needs a new branded product, you shouldn’t need to engage a designer to update the logo to make sure it works well on a new product. 

 However, designing for all formats may mean that you have multiple variations of your logo. That doesn’t mean your main logo isn’t effective, it just means that your designer has thought through all the possible applications and designed something that will work for every medium. 

3. Getting too trendy 

A properly designed logo might not look exactly like everyone else’s – and that’s a good thing. Your designer should be creating an original graphic based on your business and it’s unique appeal to customers. 

While you might want an ultra-sleek mark that mirrors what you see Google or Facebook doing, that doesn’t mean it’s the right look for your business. Your logo should be distinct and unique to your business and you shouldn’t get caught up in what everyone else is doing. If you do, chances are you’ll have to update things a few years down the road when the rest of the design hivemind sets its sights on a new trend. 

4. Utilizing raster images 

A professional logo requires professional software – any logo you’re able to create using freeware or that is delivered to you in a JPEG format isn’t going to work down the road. 

When you engage a designer be sure you request your logo in a .EPS or .Ai format – these are vector file formats, meaning they can be scaled to ANY size down the road. Beware, a Photoshop file is a raster image, meaning there’s a limit to the size it can be scaled. 

5. Tacky symbols and excessive inclusions 

There’s no need to include copyright symbols, “LLC”, “Inc.” or registration symbols in your logo. They clutter up the final design and are often distracting from the rest of the logo. Other than on tax forms, you should leave these designators out.  

6. Not investing in a quality designer

Whether you hold a contest, ask a friend to design your logo, or utilize somewhere like Fiverr, you can expect to get what you paid for…. or didn’t pay for. 

Logos are important, which is why they typically cost thousands of dollars. If you don’t budget accordingly, you can expect to cost yourself money down the road when you run into problems with your file formats, scaling… or even issues like plagiarism. 

7. Creating a logo, but not a brand 

While your logo may be a crucial building block for your brand, it’s not your whole brand. Don’t make the mistake of stopping the design process after your logo has been created, because it’s just one piece of the puzzle.

A well thought out set of brand colors, typography, alternate marks, and brand symbols are all crucial to creating a full brand identity. Before you engage a designer, make sure they can help you with the whole branding process and don’t intend to send you on your way with just a logo.  

We suggest asking for a brand guide or brand sheet that outlines all the elements of your brand and how to use each. 

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Hue & Tone Creative: Your logo and branding partner 

Your logo is a major investment – so pick the right design firm to invest in. Hue & Tone Creative is a boutique design firm specializing in all things visual, and we would love to partner up with you on your next big rebrand. 

Just starting up? Here's 5 questions any new business owner should answer before branding their business. 

Branding is made up of the values that guide you, the visuals that communicate who you are, and the language you use to communicate with your customers. 

If you’re a regular reader, the number one thing you’ve probably learned from our blog is how important branding is. That’s because it’s essential to attracting, converting, and keeping your customers. It builds loyalty, brand recognition, and acts as a touchstone for consumers. 

We believe branding should be flexible and fun. And, while consistency is important, that doesn’t mean all of your assets should be identical. No matter what your industry or offering, there's a few things we think you should avoid. Here’s our top six: 
 

1.  Sea of sameness

Think outside of the box and make sure your logo, values, and messaging differentiate you from what’s already out there.  

Everyone has competitors -- and chances are they sell similar or identical products/services. Don’t fall into the trap of trying to imitate what they do! Work with a designer to create a strong brand identity for yourself and then stick with it. It may take time, but you want to establish your identity separate from the competition. 

 

2. Behind the times

Don’t let your branding give off a less-than-contemporary vibe. In the customer’s eyes outdated branding translates to inferior products and subpar service. 

Just because you went through the branding process when you first started your business, that doesn’t mean you’re set for life. Your business’ branding should be periodically reviewed and tweaked to reflect the constantly evolving digital landscape.

3. Inconsistency

Consistency is key. Your market needs to be able to identify you across every channel and it’s counterproductive to have an entirely different look and feel across different mediums. Whether it’s on social media, direct mail, a billboard ad, or website banner, your brand should be instantly recognizable across everything you produce. If it’s not, you could miss out on brand awareness and the benefits of an omni-channel campaign.

4.  It’s not all about you

When you’re establishing your branding, it’s imperative to remember that what you’re aiming for isn’t about you and your personal preferences -- it’s about your potential customers or clients, so try to avoid getting too personal. 

Just because a color isn’t your favorite, doesn’t mean it won’t connect with your potential customers. If you're having trouble separating your emotions from the process, consider putting some data behind your decisions by conducting market research to gain valuable guidance.

5.  Lack of clarity

Your branding should quickly and effortlessly communicate what you do -- and it should easily grab your potential customer’s attention. In a world where time is a highly valued commodity, it’s essential you snag people’s attention quickly.

If your branding’s unclear, you run the risk of not being memorable…which may send them running to your competitors. 

6. Not following through

Never, ever make false promises. If you are a delivery company and your tagline is “always on time,” make sure you’re always on time! If you fail to deliver on your promises, your branding is irrelevant, and you leave yourself open to complaints and lost customers

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Hue & Tone: Branding for the Piedmont Triad

Branding doesn't have to be hard -- in fact, with the right people in your corner it can actually be fun! Let us turn marketing into something you enjoy doing -- not something you dread. We can help you with everything from your initial branding to your day-to-day social media needs.