I’ve must have gone through at least 6 re-brandings in the fledgling of my career as a graphic designer. The heart of my brand always centered around one major centerpiece – the logo. I finally settled on a typographical black and white logo that just felt like a solid and professional embodiment. I’m all about classic and clean, but I want a dollop the unexpected.
When starting a creative business on your own you may either think a logo isn’t necessary or something you can put together when you need it. As someone who lives and breathes amazing logo love, I can tell you that you may be losing out if you think a logo is anything but the mascot of your business.
Is there a lot going on in your logo? Are there little details that you felt told your story, but are really detracting from it? With so much information infiltrating our lives, our brains crave a mental reprieve. We want to intake the visual information we need and ignore the information we don’t. It might be time to rethink that mutli-layered, gradient-rich, drop-shadowed logo and turn to something cleaner and simple.
2. Forgetting the name too easily
It’s not necessarily what’s in the name as much as the identifying feature from the name. Human brains are quicker to remember and recognize companies with clever designs and pleasing color arrangements. We may hear a name when introduced to a new business, but it really sticks after we see it. Make your logo deliver your name in the most dynamic mode possible.
3. Giving the wrong impression
If your logo doesn’t reflect your company’s mood – then you’ll end up giving your potential client a wrong impression. If you’re business is professional and structured and your logo is written a crayon font – you obviously are sending conflicting messages. Study your logo and its elements. Make sure those elements keep sending the same message that reflects your business.
4. Mixing up 1 company for another
Make sure you research how closely your logo matches another – especially if that other business is in the same field. Obviously, I don’t need to mention the unethical method of stealing a logo for your own. Try to stay away from the generic or cliché uses of design elements. For example: an aperture image for a photography business or a pair of scissors for a hairdresser.
5. Not taking it seriously
Maybe there was a meeting coming up and you really needed a logo thrown together to hand out to a potential client. So you type your name out, look through some fonts and call it day. It will absolutely come across that way to your client. Some may not care, but those clients who really want a professional’s approach will notice a professional who actually has invested in their company.
6. Personality not coming across
Just like in #3, you need to have a logo that reflects your company to a tee. One thing I like to do is write down a list of attributes your business should come across as to your potential clients. Does the logo also match that check list? If your company is about party planning and you come at it with high energy and pizzazz, your logo should absolutely have those elements. Color, imagery, fonts all can help in determining a logo’s personality.
7. Creating confusion of what you do
Some creative businesses are so unique and individual that creating a logo to match can run into some issues. One is not exactly displaying what you do. Now having a logo that says EXACTLY what you do isn’t necessary… it’s still important to have elements of your craft snuck in.
If any of this seems overwhelming, that’s were talking to a professional designer really helps. A good designer will walk you through a process of figuring out your business, figuring out the elements behind it and how to craft a logo to reflect that. If you have any questions concerning your logo or re-branding contact me!