Many companies strive for perfection when it comes to logo design. This is not surprising if we take into account the fact that the logo is the most important part of the brand story, used to present the brand and all its values to the public via a visual display. Its role is to make the brand recognizable to customers with the help of the logo and to stand out from the competition.
This is the reason why the aspiration to create a “perfect logo” is so strong and the path to it is easy – you just need to avoid creating a bad logo. There are obvious features of bad logo design, and if you study and get to know them well, there is no chance that someone will convince you that a logo is perfect, if, in reality, it is not. Even if you notice some of these features, they can be easily fixed if you leave the logo design to professionals. Let’s now get to know 7 obvious features of bad logo design.
There is nothing worse than old-fashioned logo design, especially if the industry you come from is innovative or creativity is a big part of your business. For example, if you are a fashion designer, customers will expect a modern logo design on your brand. The situation is the same if you are a startup that offers innovative ideas for recycling (for example), so those who want to get acquainted with your work go to the site and find a logo that is by no means in trend.
How do we fix that? By removing all the unnecessary details, which used to be popular a long time ago, but are no longer, such as the 3D gradient. Authenticity is important and we insist on it, even when creating a retro logo design. We use elements that are current, but we adapt them to specific brand identities.
2.Bad color choice
It is widely known the right choice of colors can represent the difference between a brand that customers adore and one that everyone forgets. The psychology of colors and the hidden meaning of colors arouse different emotional reactions and associations in customers. For example, green is a symbol of growth and freedom, while black is a symbol of power and prestige. An interesting fact is that up to 33% of world-famous brands, i.e., one-third, use blue color to communicate security and openness to communicate with customers.
However, the emotions and reactions of customers to certain colors in the logo are not only conditioned by their meaning, but also by the cultural framework, gender, and previous experiences. That is why clearly defining the target group is very important when it comes to creating a logo. But we will talk about it in more detail a bit later.
3.Too many details, too complicated
The company’s desire to present everything it does and stands for on the logo is quite understandable. However, when it comes to logo design, more is less and one should not exaggerate with details. Logos that have too much detail can be incomprehensible to the target group and can deter them from buying.
Besides, it is important to take care of the visibility of all these details on different surfaces. Of course, everything will be clearly visible on a larger surface, like billboards, but what about social networks? Profile Instagram pic has very little space, so the logo with too many details will look vague.
How do we solve that? By introducing logo variations for different purposes. Too complicated logos, with a lot of details, need to be simplified, so that different variations get the full meaning and are functional for both online and offline media.
4.Bad choice of typographic elements
Font, font size, style, and the way the text is placed on the logo – are the basic indicators of successful logo design. That’s perhaps a better indicator of whether the logo was made by an amateur or a graphic designer.
In addition to the fact that with amateur logos we can see the use of old-fashioned or generic fonts, as well as illegible fonts, these are some very common mistakes in choosing typography:
- The use of fonts that do not suit a certain industry – this is mostly addressed to famous Comic Sans,
- Using multiple fonts on one logo – an unwritten rule says that using more than three different font types can look messy,
- We should not forget kerning – how much space is left between the letters is very important, primarily because of the visual effect and readability.
5.Don’t rely too much on trends
Although it is desirable to follow fresh logo design trends, it is important to keep in mind that today’s trends may look and be the most common clichés tomorrow. Let’s take, for example, the bow, which has become a symbol of showing growth and success, but also of advanced thinking. However, today it has lost its charm and due to exhausted usage, it does not have that significance. Instead, new, creative ways to express the same are in demand.
6.Lack of communication with the target audience
We have already mentioned the importance of a clearly defined target group for designing a logo. Different targeted markets differently react to shapes, colors, designs, etc., so it is essential to do market research before the designing phase. unless you work on clear data and research, it might happen you will create a logo the market will not accept, and the buyers will not understand.
7.Lack of visual synchronization
Each logo element must be synchronized with other elements, in order to form a harmonious and aesthetically pleasing whole. If the alignment of the elements is not good or the styles are mixed, or the central element is not well focused – the whole work can end up looking unprofessional and even make customers feel uncomfortable about it.
Visual harmony also sends an important message to customers, that can be related to values and brand identity. There is a reason why some of the most popular brands in the world have a clearly emphasized symmetry of elements on their logos. Not only does symmetry affect people by calming them down, but it also sends a message about brand stability.
Avoid amateurish mistakes and let the Titan Design team take care of your logo design
To make sure your logo is ready for the market and customers, it would be great if you don’t let any of the above-mentioned mistakes happen to your logo. A good way to prevent this is to cooperate with the marketing agency and let experts deal with it. Titan Design team has several designers with many years of rich experience and portfolios, who will surely be able to find the best creative solution for your business.
If you haven’t managed to realize the value of the logo, and its impact on the business, we invite you to read our blog post about it. We’re also offering the answers to the most commonly asked questions – what is the cost of a logo? With the knowledge gathered from this and other blog posts on our website, you will be ready to pick the best logo design for your company.