Logos & Symbols have been around since the cavemen era, as people, we tend to associate more with pictures & symbols rather than words alone. All major brands in every industry have a remarkable logo that carries the brand’s history & vision.
With that in mind, logo designing becomes a challenging task. Onwards we will cover some of the challenges that surround designing a logo for your brand, the common failures & how to avoid them.
Ensuring Uniqueness in Design & Concept
How to ensure my brand logo is unique in design & concept? It’s not a surprise that a raw or even half finished design may resemble or trigger another brand concept, this, in turn, makes your logo easy to forget or mistake for another brand identity. Most brand owners who are not familiar with the strategy & planning that goes into designing a unique logo that will leave an impact on the viewer & maintain brand exclusivity.
The history of your brand is what makes your logo stand out and a good logo designer will convey that history through the designing of your unique logo.
Captivating the Right Audience
Another challenge in logo design is deciding & designing a logo that will captivate a broad audience or just attract a specific audience. An image of a “Car” in a logo may represent a dealership, a garage or even a transport services brand. This is the leading cause of loss of interest in your brand if your brand name isn’t already well known.
A well thought out logo will consider this metric & ensure that your brand logo makes it clear about what the brand’s area of focus & vision is beyond any doubt. For example, an image of a yellow car with a strip of checkered boxes on the side conveys a Taxi making it clear that the brand associated with the logo is that of an automotive transport company.
Simplicity vs. Complexity
In trying to design your unique brand logo a common failure is making the logo too complex. Complex logos may turn out to be very unique but require explaining and that too leads to loss of interest & attraction, making the logo forgettable or even worse irrelevant to the audience.
This strategy is used by a lot of brands who want to focus on a specific audience but if your target market is broad and doesn’t target a specific intellect level or region then simplicity is the key.
A simple logo consists of a short but precise, gentle subliminal message that would be easy on the eyes & be easy to remember, ensuring a greater reach with a lasting impression.
Excessively “Trendy” Logo Designs
Another common mistake to avoid when design a logo is to not fall into the “In Trend” idea, designing a logo that is trendy sounds attractive because it’s more in-line with current trends however trends fade out and can drastically change in a short span of time. This leaves your logo tacky and outdated.
Renowned Canadian-Swiss graphics designer Fritz Gottschalk says “A logo must be timeless in thinking & appearance”.
Almost all major corporations have gone through the Logo Evolution phase but their design consistency & familiarity remains. An evergreen logo design requires both an in-depth view of the history & culture of the organization behind the logo & a creative mind to interpret that history in an Art form, ensuring a positive message across generations of consumers or audience.
Tagline Filled Logos
Logos with multiple taglines are more likely to not be in sync with the company’s foundational beliefs & vision. Taglines tend to convert the logo into more of an Advertisement. Examples such as “Always Fresh” or “Best” are often interpreted by consumers as means of advertisement through logo design.
An unsatisfied customer is more likely not to return or be retained if your logo contains taglines like “Satisfied Guaranteed” or “100% Satisfaction” these group of words alone are enough to trigger the memory of the dissatisfaction.
On the same token, an unsatisfied client is more likely to be retained if a tagline does not contain promises or broad statements.
In summary, take time in the creative process of your logo design, consider factors like scaling elements & coloring toning. A slight change in color variation, toning & balance can bring a logo to life. Most importantly don’t forget to have fun!