While creating a corporate identity or logo design, consistency is one of the most vital aspects that designers should consider. With the power of the internet (so the more views than ever), it’s important for a businesses to communicate its unique message clearly. So the following points the “Don’t” for logo or corporate identity design.
1. Using a design by an amateur
Business identity should always look professional. Many times new ventures spend a lot of time in building up swanky offices, buying expensive equipment and infrastructure however it does not show the brand image with the logo that they have developed. The logos look amateur for various reasons such as logo getting designed by a printer or someone simply know the graphic design. So its important to choose the professional logo designer who understand the brand and target audience of the business. Many companies go for online business or someone offering logo design for real “cheap”. So the first step for a professional identity or logo design is to get the design done by an established logo design professional or a company.
2. Copying existing logos or on trends
Many designers try to copy trends in the market. Such as swooshes, blocks, cubes etc. Such practices should be avoided as well designed logos should be timeless and its not needed to be on the latest trends. Professional logo design company or a professionals job is to create unique logos so copying trends should be completely avoided. This does not mean that the logo designer should not look at current trends such as Web 2.0 logso etc however the focus should be understanding the work and thought process gone behind good logos and not copying the same.
3. Size and images
Logo designers mostly use Adobe Illustrator or Corel Draw. Vector graphics are built up of precise points, which ensure consistency across multiple sizes. So basically using Raster graphics that consist of pixels is not advisable as it can cause problem with re-production. While certainly photoshop can create various size of logos but it certainly does not have visual consistency. The main advantage of vector images is the scalability without compromising quality, editing and adapting to other media.
Amateur designers may suggest fonts which look “cool” for yoru eyes. There are million examples where font might be good-looking, however its hard to read a logo or have an expression of a serious business practice. Designers need to check if the logo that they are developing is appropriate for the business practice. E.g. Some modern font may not go well with “Charity for old people in Africa”
5. Stock Images
Many businesses have faced issues by use of copyright or stock images. This has been a huge issue with offshore companies as they are not aware of illegal use of stock images or copy right images. So its important for businesses to choose an offshore web design company who understands the importance and legal aspect of stock images. Remember that the stock images company will sue the business and not the offshore designer!
The other aspect of stock images are that they are viewed by many people, so the chances of various people buying the same image and thus your logo does not become unique. A logo should be always unique and original.
6. Complex Logos
Sometime designer indulge complex designs. Such designs look excellent while they are digital. From the close up you can see the fine details of the design; however the detailed design can lose when printed on visitor cards or any office stationary. The best way to keep the design timeless is to keep the design simple yet elegant. Professional logo design company would always understand the business and importance of keeping things simple for the logo keeping elegance and the uniqueness.
7. Logo Colors
Every logo has to be created in black and white first and the choosing color should be the last decision. Colors are important however businesses can not completely reply on them as in various times you get to submit the logo only in one color. So its better to start the design with black and white and then add colors as per the requirement. Again, this does not mean that the colors are not important but it should not be the single approach to develop a logo.