One of the objectives of your company is to communicate your message clearly to attract ideal clients. The easiest way to remember your brand and stand out from the competition is with your logo. It takes 4 years of graphic design to be able to create great work but somehow you have decided to do it yourself? This article focuses on the mistakes being made when designing a logo without professional help.

Choosing the colours that communicate the wrong message.

As you know, your choice of logo colours is really important since it conveys a lot of emotions and so much more. One common mistake made when creating a logo is to choose the wrong colours which therefore won’t be aligned with the values of your brand. For instance, for a luxury brand, green is unsuitable since this colour is associated with health, nature and prosperity. Black, however, is classic, timeless and elegant and the colour chosen by luxury brands.

You aim for a combination of 3 colours for your logo and it should be aligned with your brand personalities and commercial values. Colours and shape increase brand recognition by up to 80%

Too many fonts and not choosing the right one

A font is a good way to provide information about the industry in which you operate. For instance, the most popular font in the luxury sector is Futura, Bodoni and Proxima Nova. These three fonts are used to create an elegant and classic feel. For accounting or financial institutions logos, you should rather use the Optima font like the company Stewart Symonds & Partners.

Source: sspfc.com

Using one font is a reasonable choice for your brand. You can also opt for a second font. A combination of two fonts can improve readability when you have a lot of text. This combination of fonts and colours can be used for tagline or when you have several sub-brands.

Source: Smashing Magazine

 As for colours, having too many of them can lead to confusion, as for, you should never use more than three in your communication. An exception can be made for online communication, where your secondary font can be replaced by another one that will be compatible with both Mac and Windows.

Choosing a logo that is too complicated

Another mistake is when the logo becomes complex because of a lot of details, too many words or taglines. You should keep it simple, clear and meaningful. You will be more memorable. When your prospects come across your logo, they need to understand easily your business identity and/or feel engaged to find out more. In addition, your logo should be able to be reproduced for any medium, at any size, without loss of its impact

Using stock art

It’s not illegal to use stock art. However, if you pluck a stock image to use in your logo, it’s almost certain that the same image is going to be used online for other purposes, including perhaps in other logos. You need to be original and unique when you are designing your logo. Therefore, it’s not recommending to use stock art.

Following the trends

It’s really risky to design a logo on current trends for two different reasons. The first one is because when the trend dies out, your logo will look outdated. The other one is you won’t come across as professional.

You might be surprised that the logo of BBC news is now 21 years old and still not outdated.

Using raster images

First, let us introduce you to those formats. JPEG, PNG are rasterised image file whereas SVG, EPS, AI and CDR are vector files.

Here is an example of the difference in the quality between the two types of images:

Don’t use rasterised images as the main file for the two following reasons:

Firstly, when it comes to enlarging your picture, pixels will be visible and the whole picture would appear blurry. Therefore, the lack of quality of rasterised images makes them only usable when you have a maximum size, for instance, on a website. The pictures might be lighter but it is not an optimal choice when it comes to diversifying your channel of communication. In a world where screen and printing quality always improves, your brand can’t afford a low-quality branding.

In addition, rasterised files are not modifiable. Once the information has been compressed into a single file, you can’t amend them.

When it comes to branding, and more especially for logos, you should use software that draw-using vectors, such as Adobe Illustrator and Corel Draw. This software will save your design in a specific vector format: .ai or .eps or .svg. It ensures your file can be opened, enlarged or change by anyone in possession of the file. Vector files are heavier and therefore can’t be supported by various software such as outlook, but the most famous example of vector file usage is Wikipedia, which uses for all computer-generated illustration the SVG file. The trick to ensure a high-quality throughout your entire brand communication is to create a vector file and save it to a rasterised format when needed. This way, you can optimise your rasterised files and save them in the highest quality you need. To sum up, you should use a vector file as your primary file and save recurrence of this file in a rasterised file.

To conclude, hire a professional graphic designer or an agency to get a great logo. These are three different examples of mistakes to avoid when you are designing your logo yourselves. As mentioned before, the purpose of your logo is to represent your brand; so be unique, be authentic and be creative.

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