One of the most affordable ways to distinguish your company from the crowd of others is to develop a unique and memorable logo for it, but creating a unique and memorable logo is not such an easy task as it might seem at first glance.
Although the importance of the logo is undeniable, it is common to find entrepreneurs who do not give much value, see the visual part of their brand as something superfluous or are postponing this sector to “when they have time” to resolve this issue.
We live today in the era of Design, which means that people take into account the look, the history and the concept of products and services that they intend to consume.
At a time when the offer of the same or very similar products is abundant, differentiation becomes essential.
The logo is the visual representation of your company in the minds of your consumers, potential audience and the general community. It must clearly present your company and be in line with your area of expertise, it must be planned to be visible in specific sizes and colors, always prioritizing easy identification wherever it is exposed.
Check out the most common mistakes in logos
Fonts that do not reflect the style of the brand
The design, curves, straight lines, points and negative spaces in the chosen letter have a very important visual function. The two most common styles in which fonts are classified are serif and sans serif.
Serif fonts refer to credibility and formality and tradition. Sans serif fonts carry a more contemporary, simple, informal look and do better in the digital environment.
Carelessness of Colors
Before defining colors, it is important to take into account the psychological effects they provide and the cultural interpretation of colors.
Avoid using excessive colors (more than 3) and avoid very faint colors , as it will make contrast difficult and will not attract public attention.
Think about the emotions and feelings that your logo should represent and choose the colors that best fit the desired profile.
Complex and difficult to understand
Designs, dashes, letters and colors can carry your logo and make it difficult to remember. Simplicity is an important line to follow in the midst of so many logos that we find from the moment we wake up to when we go to sleep.
Plagiarism or excessive similarity
Your company is unique, your logo must also be. Even if the competitor has an incredible logo that you would like to be inspired by, be careful. In addition to the registration that protects brands, there is also the reaction of the public that perceives when something is beyond mere coincidence.
Let personal taste interfere and not take the public into account
Do you like this color, this design and this letter, so it will be like that, correct?
You may want to check that your company’s audience (the main audience that needs to like your logo) agrees with you.
It is worth doing research, showing it to people but always having the opinion of professionals who have studied and know how to interpret the elements that make up your logo.
Forgetting to plan positive and negative versions
When the logo is planned, the colored, negative and positive versions must be designed at the same time. Positive version is the version that uses only the black color without changing its visual shape. Negative version is the version that uses only the white color, great for highlighting the logo on polluted and dark backgrounds.
Change too often or never change
The market is very dynamic, trends appear all the time and this can make you feel that: either your logo is outdated or a classic, like Coca-Cola.
Pay attention that your logo is timeless and does not follow a fad (now it seems to be the time for gradients and gradients).
Has your company changed an important strategy, concept or service? Perhaps a redesign of your logo is interesting to promote this change. Show that you are up to date and remain representative of your business.
Be careful not to change too much. All the communication work of your company contributes to make the logo easily recognized by your audience. Change with too often the logo causes communication efforts to be lost.
Think that your logo does not have an expiration date, so anticipate it at the time of creation: will it look good in a pen? On a stamp? On a wall? On Smartphone? In a wooden or cardboard package?
This will help to ensure that your logo is applied and read in different places. The result of this is the strengthening of your company’s visual identity.
Use bitmap (non-vector logo)
The vector is a digital drawing format that can be enlarged without loss of quality. The bitmap are images as they appear in photographs, for example. They are captured at a certain size and cannot be enlarged as they distort the points that make up the image.
The logo must always be in vector, the most common logo development programs are Illustrator and Corel-Draw.
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