“I’m sorry, but you just don’t get it.” This is probably what most logos would say to their owners and logo designers alike, if they could speak.
No other design format is more misunderstood and enigmatic than logo design. Everyone seems to have an opinion on what makes a good logo, yet so many of them just don’t work.
Here are the most common logo design fallacies you should know and avoid at all costs:
1. A Logo Design Must Reflect the Company’s Mission
A logo is a form of identification, not a storytelling element. When you try to communicate a company’s narrative just through its logo, you will eventually fail.
There isn’t enough space or an appropriate means to tell everything that needs to be told.
A company’s identity—the things that matter and have meaning to the company—is expressed through its logo.
Therefore, it’s perhaps the only commercial item designed to serve as a form of identity and a source of pride for business owners and staff.
2. A Logo Must Have a Symbol
Not at all. Some of the most well-known logos contain no symbols instead of relying solely on well-designed typography.
This is not to argue that designers should not include symbols in logos. A symbol can sometimes become more recognisable and pervasive than the company name.
That said, it can sometimes be a nuisance, an unnecessary ornament that adds no value or meaning.
If you need to represent anything significant to the firm, use a symbol.
If not, it’s time to think about more typographic options.
3. A Logo Should Only Show a Symbol if It’s Excellent
Repetition is a great learning tool. If you gaze at a grain of sand in the Sahara desert every day for years, you’ll be able to recognize it.
However, to make that work for logos, millions of dollars in advertising and promotion are required. Unfortunately, not many businesses have the luxury of having an infinite advertising budget.
This is precisely why they should never use their emblems without including the firm name: No one will know what the symbol stands for, and no one will care.
Examples of companies that can use their symbol only:
4. A Logo Must Adhere to the Industry’s Accepted Style
Every sector has its own set of unwritten standards and expectations for how a logo should look, and we’re all guilty of breaking them now and then.
However, having a logo that is anything but innovative and original is the worst thing for a startup company.
Kill the voice in your head that says what a logo “should” look like. Break the rules, be daring, and be unpredictable. This is how new rules are made.
5. A Logo Must be Timeless
You can’t purposefully design a timeless logo; all you can do is make sure it’s not solely focused on fads like swooshes or glossy treatments, so it lasts longer than usual.
Logos, like everything else, age. They may require aesthetic surgery from time to time to make them appear less outdated and more in line with contemporary trends.
Therefore, don’t be concerned about producing a logo that will stand the test of time.
As long as you have a few basic elements that resonate with your brand and will be included in every iteration, there will be plenty of time to make adjustments as your company evolves. More on this here.
6. A Logo Must be Appealing
The objective of a logo is to produce a unique mark that will become connected with the company’s qualities, not to provide eye candy.
People’s feelings about the firms and organizations represented by the logos have little to say whether they like or loathe the design.
Customers aren’t interested in logos; they’re interested in what firms can and can’t do for them.
So, while your logo should follow certain basic design principles, you don’t need the approval of your buddies, aunt, or next-door neighbour before putting it out there.
So, How Should a Logo Appear?
You may not like the answer, but it is what it is: It depends. It all depends on the client, their background, and where they want to go. Is it a market startup attempting to attract attention?
Are they a well-established company looking to maintain a sense of tradition and DNA? Maybe they’ve been out there for decades and need a makeover.
A logo, like a signature, is all about the person who created it and little about the person who receives it. If you take note of that, you will be fine.
I can help you create a brand identity that resonates with who you are and what you stand for. Arrange for a free consultation today!