What separates an effective logo from an ineffective one? Why have some very simple looking corporate logos managed to become so popular? You probably want your logo to look professional, don't you? What can you do to make sure you create a logo that lives up to your expectations and helps you create a strong brand image? Here are 7 mistakes to avoid when creating your logo.
To start with, you need to take the time to know your company before you start sketching. Your company or your project must be the basis of your inspiration for your logo. It's as simple as that. What do you offer? What are your values? What industry do you work in? What sets you apart from your competitors? A logo for a garage will without a doubt be different from a logo for a group of businesswomen. You create a logo for your business and not for someone else's.
Another very important point before creating your logo is who you are doing it for. To do this, you need to have an idea of who your customers are, what they like or what inspires them. Who are your products or services for? Certainly, a 20-year-old student will not have the same needs or concerns as a 70-year-old retiree. Your logo must have a purpose and convey the right message to the right people. Your logo must appeal to them!
Do you know the meaning of each color? What colors represent your company? If you offer luxury products, it would probably be better to use classic colors like black or brown. We also advise not using more than three colors when creating your logo. In addition to helping you reproduce your logo more easily, your brand image will be stronger. One way to do this is to use a main color, an accent color, and a more neutral color. Slack had to change its logo as it originally had more than 10 different shades. Don't make that mistake!
Another important point: when creating your logo, make sure that it can also be used in black and white, if necessary. You may have to use this format for printing.
As it is for colors, it is important to choose the right font for your logo. Not all logos have writing, but this may be a plus if you are still not well known. You can put your company name or even your slogan on it if you need to. Don't hesitate to try different fonts to find the one that will be perfect. You can choose a serif font to give a more refined look like the Volvo or Dior logo, or sans serif to look more accessible like the Facebook or Jeep logo. Try to choose a font other than Helvetica, Times New Roman or Arial since they are already widely used and will convey a poor image of you.
Similarly, it is very important not to use more than two fonts so that you don’t mess with the harmony of your logo. You can choose one font for the name of your company and another more discreet for your slogan for example.
If you don't want to have to redo your logos every two years, we strongly suggest that you don't rely too heavily on trends. If you create a logo that respects only the trend of the month, it may age badly. Just think of the first AirBnb or Mozilla Firefox logo that reflected the times when they were created. Instead, try to create a timeless logo that will represent your business over time.
You may have noticed that logos are becoming simpler or more minimalist. This is the case for Starbucks, Mastercard, and Cirque du Soleil. In recent years, several redesigns have removed small details that could unnecessarily weigh down logos or blur them. When creating your logo, keep it simple. It will also be easier to reproduce your logo on different mediums.
We would also like to take this opportunity to tell you that it is important that your logo be easily reproducible, which means that it can be used on different platforms. When creating your logo, think about how you'll use it as a favicon or on social media, for example. Vector formats (available in our high-resolution package) can help you create a flexible logo that will be at the top no matter the format!
Finally, the last mistake to avoid when creating an effective logo is not copying an existing one. Of course, you can draw inspiration from some trending logos when designing yours; however, do not copy them, it would be plagiarism. In addition to damaging your credibility, it will show your lack of professionalism and authenticity. There are thousands of companies like yours and it's important to create something unique that represents you well. It's about your reputation, quite simply!
In conclusion, do not hesitate to show your sketches to your entourage to get their feedback. They will surely help you create the perfect logo for your business! Remember that a good logo must be memorable, flexible, simple, timeless and distinctive. Happy creating!