Common Logo Mistakes and How to Fix Them
Many logos look too busy and outdated, because they try to fit several shapes and colors into the design. Look at any brand name logo and you’ll see a simple shape with only one or two colors and elements.
There’s a design principle called the Law of Prägnanz. It means we see and interpret complex images in the simplest form possible, because it requires the least cognitive effort. The human eye likes to turn complex shapes into something simple and orderly. We see things as a whole, rather than pieces, of a design.
It should be easily identifiable–even when small. Ask yourself how it would look as an icon. If it isn’t clear, simplify the shape, or create an alternate image for the web or icon use. Check out the McDonalds’ website for an example of simplicity in a logo that adjusts nicely in different sizes. Notice also, it’s only one color.
You’ll want to use your logo as a website favicon, too. A favicon is the small icon displayed on your browser’s tab when viewing a website, in front of the site’s name.
Save the long tag lines for your website or advertising copy. A logo should briefly convey your brand. Think simple and sleek. No one expects or wants to “read” a logo.
Logos with more than 3 colors, shades, or gradients look dated. If yours isn’t legible in black and white, it needs to be. Think of how it will look printed on a letterhead or an envelope.
If you’re using two colors, choose colors that are opposite each other on the color wheel. For example, if blue is the primary color, a nice contrasting complement would be orange or yellow. Similar colors, such as purple and blue, will clash, and someone with poor eyesight may not see the difference in shades.
Keeping a strong contrast between colors makes your brand distinguishable, even for those with color blindness. The majority of color blind people have trouble with red/green. Blue/yellow color blindness is less common, and it happens that yellow and blue together are considered the most easily readable.
Notice most major brands use only two colors. Even just one signature color is known to increase brand recognition. Consider Coca-Cola (red), IBM (blue), Barbie (pink), Adidas (black) and Starbucks (green).
Using blue inspires trust, stability, and professionalism. Lighter blues give a sense of freedom and security, while darker blues are associated with tradition and seriousness.
Orange conveys cheerfulness, friendliness, and enthusiasm.
Green is all about harmony, rest, and peace. It’s a soothing color which is easy on the eyes.
You’ll need to convert it to a vector image that doesn’t break up and look fuzzy when you increase the size. It’s necessary if you want to send your logo to a printer, or want to view it on a large screen. You can try online converters, but we haven’t found one that works well. Our favorite tool to draw or trace a logo is Inkscape, because it’s free and a great alternative to Illustrator.
You’ve heard about defining your company brand. What is your business about? Who are your customers? Imagine the colors and imagery that would appeal to those buyers. If you’re selling tires, you wouldn’t choose pink with a feminine font. Study the logos of similar businesses. Once you have a design that you like, ask others for feedback. You want to be sure that your logo is effective and resonates with your target audience.
While you might look to other designs for inspiration, there’s a fine line between being inspired and directly copying. Don’t copy from a competitor. Don’t copy from ANYONE. Every logo design is a creative work and is protected under copyright law as soon as it’s created. It’ll cost you. Companies fiercely protect their trademarks and images so, no, you won’t get away with it. Plus, it dirties your reputation.
We’ll optimize, clean up, or repair any logo or image so that it looks more professional and modern. We can also resize for FaceBook, YouTube, Instagram or other social media without losing quality.
Just upload your image (or tell us where to find it online) and we’ll return a free mockup. If you love it, you can buy it!