Common Logo Design Pitfalls…and How to Avoid Them.

Being involved in the logo design industry for almost 10 years, I’ve had many clients needing to replace their current logo with a new design.

I also know how time-consuming and/or costly implementing a logo can be for businesses… so why would any business owner want to replace their current logo? Generally, because there was something wrong with their current brand or specifically the logo. In this article, I will explain some of the common logo pitfalls and how to avoid them. Please read this if you are considering hiring a logo designer, so that you get it done right — the first time.

Pitfall #1 – Not Getting Your Logo Source Files
You want to put your logo on a billboard, business card, etc… but the printing company informs you they need a (fill in the blank) file version of your logo.

How to Avoid: Always, always, always make sure you receive a vector source file of your logo design. Store it multiple places, back the files up, store in a safety deposit box. If you don’t have the source file of your logo, you may as well not have a logo.

Pitfall #2 – The Un-Original Logo
I’ve had at least a dozen inquires from businesses that realized their current logo was actually someone else’s logo. This can cause legal issues and other headaches.

How to Avoid: Avoid hiring your cousin’s nephew. But seriously, research your logo design and make sure they have a good track record. Also, it is your responsibility to research your design and make sure it’s original (hint: google image search).

Pitfall #3 – The Dated Logo

If your logo looks like it’s the spokesperson for 1994 – you could have a dated logo design. While a few simple changes could update many designs (think FedEx, UPS, Coke) to look modern — many designs just don’t stand the test of time.

How to Avoid: Trendy logos are for trendy companies. If you are in it for the long-haul be sure to make your brand timeless.

Pitfall # 4 – Piss Poor Design

A logo should look good whether it’s printed small, large, in greyscale, black & white, etc. A logo may look awesome in full-color on the computer screen, but not even readable on a fax.

How to Avoid: Be sure to view your logo at different sizes and also in black & white /greyscale before finalizing a design.

Have your own tips? Leave a comment below. Thanks