10 pitfalls to avoid when you create or update your company logo
When you decide to create or update your company logo, take some time to consider how you want to represent your business, and how you can stand out from your competition.
1. Your friend’s friend is willing to do it for FREE!
Do not let FREE distract you from asking this person the right questions (download questions to ask) , you should be asking before creating or updating your business brand.
2. Getting distracted with flashy things and new technology
Not that long ago a QR code was imperative for your marketing. How many are still in use today? See #1 and insert “flashy-shiny” in place of FREE.
3. Make it so complicated you have to explain it to everyone
Not everyone needs to know WHY you use the logo you do, they just want to know WHAT you can do to help them.
4. Have no feedback for your graphic designer
We try to read your mind, but in case that isn’t working, be frank and honest when reviewing layout ideas with your designer. A good one will give you choices, see Bonus Tip below.
5. Worrying about “matching an exact color”
The first reviews of your logo should be in black and white. If it makes a strong statement, color can be added for enhancement. Be aware that a digital (screen) color will look different than the printed color (depending on the device where it is printed) Be sure to pick industry standard colors (PMS or CMYK) so that you can find the best match for your medium.
6. Let you emotions or ego get in the way
Remember, the goal is to attract your business prospects, unless you are looking for a hood ornament.
7. Look at an electronic proof only and approve the quality.
See it big, see it small. When designed right, size shouldn’t matter at all. See #9 and #5
8. Choose your fonts from a sign shop’s selection
Hello, there are HUNDREDS of fonts out there besides Comic Sans and Arial. When it is time to make your signs, you should have solid vector based art to supply to sign shop. See #9
9. Final logo art should not be a photoshop .jpg that is of low quality.
See number 7, Vector based art is ALWAYS the final art you need. Jpg and other small files can easily be created from vector art.
10. Use only a symbol, no words
Unless you are Nike, Starbucks, or some other well established chain, you need to make sure people understand what your symbol represents. Give it 25 years….
Bonus Tip: Do not accept a logo design because it was the only choice offered
If you are paying a professional to give you new ideas, you should expect a brainstorming session to launch the project.
Andrea Raymond is the owner of Appletree Advertising, a graphics and marketing company.
If you have never worked with a graphic designer before, download my tips: Questions to ask before hiring a graphic designer
Portfolio Samples: Logos
