There are so many important things you have to do to get a startup up and running, which is why the logo is often thrown together as a rush job.
That could be a big mistake, considering that your logo is the first visual representation of your company that most people see. And considering that it takes 50 milliseconds for people to form a first impression about your brand, it’s safe to say their opinion is based on the logo.
That’s why designing your startup’s logo right the first time should be at the top of your list. This post will show you the 5 deadly mistakes you should avoid when creating your logo.
1. Making It Too Busy
Because the logo is such an important representation of a brand, many feel compelled to include as much detail as possible in hopes it will help convey their message. Here’s a great example of that:
This logo has so many distinct images and fonts, it’s hard to know what you should really be focusing on.
But the most important thing your logo can do is be memorable. You want it to stick in people’s minds so they come back, which this example probably fails to do.
The best way to create a memorable logo is by making it as simple as possible. It should definitely have some unique features to stand out, but avoid making it too busy.
2. Using Raster Graphics
Your logo will appear in many different sizes, so it’s important to make sure it looks high-quality across mediums.
Using ‘raster graphics,’ or images made from pixels, is not ideal for this. Raster-graphics like the ones you can create with Photoshop often appear pixelated when scaled large, like this:
The solution is to make sure your designer creates a vector graphic for you. Vector graphic programs like Adobe Illustrator use a mathematical formula to create a consistent image regardless of size.
3. Using The Wrong Typefaces
“Most people don’t think about it, but typefaces are designed to convey certain emotions, says Ricardo Lopes, CEO of Online Logo Maker. “If you select a typeface that doesn’t match your startup’s image, it can create an eyesore of a logo. For example, a tech startup catering their services to B2B professionals would want to avoid Chalkboard or Comic Sans fonts, which are considered fun and often unprofessional.”
At the same time, make sure you don’t use too many type faces. This can make your brand come off as overly-eclectic, and often makes the logo look too busy (and less memorable).
Kraft Foods’ logo redesign is a more nuanced example of using the wrong typeface:
Not only is this a huge change from their old design, making the brand almost unrecognizable, they went with a thin, sans serif font, which is often associated with professionalism, instead of wholesome grocery shopping.
Here’s a helpful blog about the psychology behind font choices.
4. Making It Too Abstract
Sometimes, in an effort to be simplistic and even artsy, startups end up developing logos that are too abstract.
Abstract logos are really popular, and work well for brands or organizations that are very well known. Check out this logo for the London Symphony Orchestra:
You can barely make out the “LSO,” but that works for them, because they’re famous. Your startup, on the other hand, is probably not well known. So an ultra-simplistic and abstract logo such as this one might end up making your brand less memorable, instead of more.
5. Not Making It Adaptable
Using vector graphics solves the problem of having your logo appear in as different sizes, however that’s not the only way your logo presentation may vary.
You can’t always control the way your logo appears in 3rd party publications, which is why your logo needs to work and have impact no matter if it’s presented horizontally, vertically, in grayscale, or in other use-cases.
When picking a logo design, ask yourself how it would look as a tiny icon on a screen, or as a giant billboard advertisement. Consider all possible visuals representations.
Here’s a good example of a logo that doesn’t scale well in smaller sizes (something that vector graphics can’t help with):
Keep these mistakes in mind when creating your startup’s logo, and remember to carefully consider the design to avoid having to rebrand later.
Featured image via Pixabay, CC0.