Great logos are the cornerstone of every great business. It’s not just a pretty icon to put on a business card. If created professionally, it should convey the firm’s branding; what they do, how they are different from the competition and why people should choose them over another firm. There should be an instant connection between a logo and the firm it represents.
Every year, millions of businesses create logos that make their businesses look small, unprofessional and will ultimately cost them sales and profit. Below are five of the most common mistakes these businesses make. Help your firm avoid these missteps.
1 Designed by an Amateur
Logo design is no place for rookies, amateurs, relatives or a bored marketing staff. You must have a professional who is trained and experienced to design the perfect logo to fit your law firm.
During the early stages of creating your logo, amateurs tend to copy – either deliberately or subconsciously – other brands. Having a logo too similar to someone else – especially a competitor – will both devalue your design and make you forgettable. The purpose of a logo is to make your brand stand out in the crowd, so differentiate yourself from the rest.
You wouldn’t let your banker brother-in-law fix your new car; you’d go to a professional mechanic or a dealership. So you shouldn’t let him or any other amateur design the single most important image of your firm – your logo!
2 Following Gimmicks or Fads
In design, there always seems to be some new trend taking place, no matter if it’s in web design or graphic design or even fashion.
Choosing to design your logo based on current trends is likely to leave your logo looking dated and out-of-touch as soon as the trend dies out, not to mention making it look slightly amateurish.
Take, for example, the current trend toward flat and minimalistic design. Whilst there are some stunning designs that use these, you have to always ask yourself, “Is this going to last?”
Getting a new logo is like buying a good suit. It should be an investment that lasts you years – not just this season.
3 Too Many Typestyles or Fonts in One Logo
Do not get over-excited when working with fonts. The biggest issue is using too many. Stick with one or two fonts or it can be messy. And a bad pairing can look silly. Not all fonts are compatible.
Selecting one that’s inappropriate to the brand persona can be fatal. For example, designing a logo for a lawyer with comic sans – a lighthearted and fun font – is unlikely to impress potential clients.
When sketching out initial ideas, a designer must think carefully about the message of the font, not only in words, but in feel.
So, the aforementioned lawyer would presumably be looking for something more conservative that conveys a sense of trust and professionalism. While a kid’s clothing manufacturer might prefer something that smacks of fun, whilst also conveying a certain amount of quality for parents.
4 Overdoing the Colors
Overdoing colors can make some designs look too busy and confusing. But, even more importantly, it will make it difficult to translate into a monotone version and one or two-color version. And you’re likely going to need these at some point.
Try to keep colors under a maximum of four. And have one or two of the colors dominate.
5 Designed For Only One Medium
Most business owners do not even realize that a logo designed by an amateur is unlikely to work in all of today’s media. Professionally designed logos will work in all applications – the web, email, print advertising, telephone directories, full-color marketing pieces and more.
So make sure your logo colors, size and overall design will work on everything from business cards to t-shirts.
Keep it Simple It’s tempting to create an intricate logo. The problem is that those details may not work in all scenarios. Consider using the logo in print or on the web – especially scaled down – the intricacies will be lost.
Simplicity is key for a few reasons:
- Instant Impact: You want the clients to be able to take in what the logo says in an instant.
- Be Memorable: A logo that can be understood instantly will allow people to remember it more easily
- Easy Reproduction: It should be able to be reproduced at any size, for any medium, without losing any of its impact.
Your clients’ first impression of your firm is often your logo, so make sure it’s a good one. David Moore
