2nd March 2021
“Logos are the graphic extension of the internal realities of a company.”
— Saul Bass
Being a business owner, you would undoubtedly know the influence a logo design makes on a brand. A modern logo design tells your brand’s story and says a lot about what you offer to the audience.
Essentially, a business symbol is not just a digital mark – it reflects a business’s brand, and implies a visual invitation for your targeted audience.
A brand creates an everlasting impression in the customer’s mind through a remarkable logo design. Simply put, your business emblem is your brand identity. For this reason, you must be vigilant about some factors including, the style, colors, typography, etc., that you use in your business symbol.
One of the simplest ways to differentiate your company from other competitors out there is by having a memorable, unique, yet modern logo design.
But, designing a powerful monogram for your brand is not a piece of cake.
We have created a list of 10 mistakes that you ought to avoid while creating a brand symbol. So, let’s get into it without any further ado.
The first thing that you should keep in mind while designing a brand’s monogram is the color choice. Sure, bright colors are attractive and catchy, but it is mandatory to select colors wisely for your brand identity.
Bright and bold colors in a modern logo design have also been a hit for some renowned brands.
This is because such colors tend to attract attention and stand out compared to soft-colors. They can also be good at expressing emotions, and a lot of professionals use color psychology as a technique to give their brands an edge.
However, the drawback to choosing harsh colors is that they don’t always provide calmness to the eye and can be overwhelming to look at. On the other hand, pastel and natural colors may sound ordinary, but they don’t tempt the customers to look away.
You should focus on every minute detail while designing a business identity, and that includes lines as well. Brand s with thin lines look beautiful since people have started appreciating minimalism more and more.
But thin lines are problematic because as pleasant and as minimalist they look; they can also be relatively tough to scale down.
Logo designs should have the ability to be scaled down while retaining their neatness, which is why you must consider embracing thicker lines in your modern logo design.
Fonts that you use can create a clear statement and show off the originality of your brand. Stylized and bold typography used to be rather a big hit in logo design. Even today, brand owners make use of various fonts in an effort to attract their audiences’ attention.
Though, using certain styles of typography also features several hindrances.
Firstly, some typography can be quite hard to comprehend, particularly when it has many twists and hoops. Moreover, similar to the problem with bright colors, some fonts are niggling to the eyes. This may grab the attention momentarily, but it won’t be detained for a long time.
There is always a risk that a modern logo design could appear overly gimmicky or promotional with certain styles of typography. Most people are aware of the tricks of marketing; they will not be misled by twisty bold text. In modern days, what clients care about most is the correct information.
Let’s take the example of an iconic symbol of Yves Saint Laurent’s. Before the business rebranded, the design included an overlapping font which was not appealing to the consumer’s eyes. Currently, their business identity is much simpler with a sans-serif bolded font, which allows YSL’s products to speak for themselves.
Modern logo designs with an unequal layout also used to be quite common and widespread, as they can be relatively fascinating.
Asymmetry creates a considerable effect on people when used in creating brand identity, as it can lead customers to view a brand as more inspiring. Because of this, in the previous years, you might have observed several symbols that were misaligned, crooked, ill-balanced, or overlapping.
You may think that these digital signs should be avoided since they pick at people’s minds and their desire for precision. Nevertheless, that is not the only issue. Some messages or content could be mislaid when the layout is asymmetrical because people may find the design disrupting.
Asymmetrical layouts can also take a lot of time to be created. It is best to avoid these kinds of complicated designs and save yourself from wasting time & money.
As mentioned above, when it comes to the creation of a brand’s emblem, choosing fonts can make or break a logo design. Font choice can often take a long time as the creation of the design itself, and it should not be done in a hurry.
Spending time to research all the several fonts implemented for the project and shortlisting them down further can save you from several revisions. It makes it easy to see how each one suits the business mark.
Don’t ever hesitate to purchase a font, modify one, or create your own. Likewise, remember how the logo’s font could be used across the rest of the brand identity combined with imagery and other fonts.
You must know the basis for the brand style—whether that’s techy, modern, fun and playful, or conservative and professional, or something else. This style should prescribe the letterings and colors that you choose for the logo.
If you think about it would be funny to use a font like Comic Sans or Papyrus for a professional organization. Likewise, Arial or Calibri won’t be suitable for an amusement park.
Simple digital marks are more extraordinary as they grab the attention quickly; however, for a business symbol to be striking and stand apart from the crowd, it must have some uniqueness without being too overdrawn. Not only does simplicity make it look more impressive, but it also makes the modern logo design more versatile. In other words, it can work over multiple mediums.
For example, a brand mark should work on something in the size of a postage stamp and on something as huge as a billboard. Don’t make your designs too abstract, either.
If a design needs special effects or color to make it a strong, it’s not a powerful or unique. To get around this, work in black and white initially and then add the special effects or color later. This will allow you to focus on the concept and shape instead of the special effects in your modern logo design.
Don’t use embossing, other layer styles, or drop shadows to gloss up these designs — a nice brand mark will stand on its own. You can also make several variations to ensure it works in greyscale or color.
This is one of the significant mistakes that designers make when creating a business symbol. Meaning that it’s not wise to go straight to the computer and start making brand marks as opposed to first drafting out rough ideas on paper. Working directly on the software without any ideas will take a lot of time to generate a brand identity.
The other issue with starting with the computer—instead of with the drafts—is that you might get to a point where you wouldn’t know how to do something in Illustrator—or in that other vector program that you’re using—and that could bound you what you do with the design.
If you are designing a logo for a client, make sure to conduct some research beforehand. Find out about the audience that your client needs to target or who their business competitors are.
When you conduct research on what the logos of their competitors look like, you do some form of due integrity by NOT creating something similar to another logo. Because copyright infringement should be avoided at any cost. Nonetheless, researching the monogram designs of competitors will also make sure that your project will look better than theirs.
Let’s Take Some Examples of Bad Emblem Designs
Microsoft has been known for its lousy logo design. The problem in the design was that the peculiar shapes after the hard horizontal scaling were quite unflattering and unappealing.
Verizon is a reputable telecommunications company with an appalling logo design. In their former logo, there was a big red V that looked out of place. The “check” looked more like a signal being detached. The “check” seems like the logo is designed for an election company or a school supply company in the new monogram.
Now that you know the mistakes that you should avoid while designing a modern logo design. Let’s take a look at some other things that you should ponder when creating a business identity.
Factors to Ponder While Designing a Logo
Know the Brand’s Values and Mission
Your mission-vision statement is a central starting and endpoint for creating a brand identity. It helps you make deliberate decisions that will ultimately define your brand.
Identifying your mission statement motivates customer engagement and creates substantial business diversity. More significantly, it helps employees to figure out if they want to fit in or not. A precise mission statement should be established on:
In the meantime, your vision statement should point at what your business desires to become, ensuring that you don’t lose vision of your end goals.
Your vision should also serve as a consequence that you can test opportunities and decisions against. These include questions like:
Identifying your target customers is another crucial strategy of local branding. You need to be explicit while choosing your audience; you will have to make a targeted customer persona for this.
Don’t forget to focus on the following:
Knowing your contending business competitors is just as vital as determining your targeted audience. You must know and understand what your other industries in your business do to grab the customer’s attention.
Taking your customers’ feedback will allow them to see that you take your business seriously and are eager to provide them satisfactory customer service. This will also help you determine the needs of your customers.
Once you identify your competitors, you can commence the process of distinguishing from them, thereby convincing your target to pick you over them.
You can undoubtedly see there is so much work required in creating a logo. Your decisions should be vigilant while designing a business symbol because it can do a lot for your company.
It will help give clients something to which they can connect positively when interrelating with your business. A brand’s monogram can benefit you in standing out from the competition by becoming recognizable. And it also impacts how many potential customers trust you.
Simply put, your business identity might make all the difference as, according to Sol Sender, “The strongest logos tell simple stories.”
What mistakes do you avoid while designing a digital brand identity? Let us know in the comments below.
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