The common disasters in logo design
Logo design is a modern art form. Many businesses spend enormous budgets on logo design. A self-employed small business owner may design his or her own logo. Whether you are a design student, already have a career in design, or are just looking to give your small business an added flare by designing a new logo for your business cards or sign, there are some very important guidelines and rules of thumb to be aware of. Here are the five most common disasters you will see in logo design:
1. The wording or business name in the logo is unreadable, or the image is indiscernible.
Always keep in mind when designing a logo that you already know what the logo says. Already knowing what to expect when you look at the logo can cloud your judgment of its readability. Try showing your design ideas to someone who has no knowledge of the project or company name. If they can easily read it too, then it’s probably okay. Readability is one of the most important factors of logo design, and if you compromise this aspect of it, you compromise the entire project.
2. The design is outdated.
Nothing can stand in the way of a great business‘ chances at success like a logo that is old-fashioned or hasn’t been updated in a long time. People expect the businesses they support to keep up with the times, and a good logo grows with the business. A good logo will avoid using images or ideas associated with a particular time period or in following with a fad that will be old news eventually.
3. The text of the logo is poorly designed, exhibiting bad kerning and typography.
You want the text to be easily read. Take into consideration the distance at which it must be readable. Kerning is the spacing between the letters and is an important aspect of the logo‘s visual appeal. Using too many different fonts can make the logo too busy. You want it to be simple enough to be easily seen, but not so simple that it is uninteresting or unmemorable.
4. The colors are too light, making the logo not visible from a distance.
Pay close attention to color in your logo design. Colors should be bright and complement each other well. Be aware of the psychology behind certain colors and the emotional effect they can have on people viewing your logo. Especially when designing a logo that will be used on a sign or billboard, be sure the color is dark enough to remain easily-discernible even from a distance. It will increase your visibility and extend the reach of your advertising.
5. The logo doesn’t scale down well.
It may have too much detail. Keep in mind that most logos are intended to be effective in a broad range of sizes and applications, such as billboards down to business cards. The logo should make good use of simple design elements like color and shape rather than attempting to portray a heavily-detailed artistic design.