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Logo design may not be a precise science but it is definitely an art. Aesthetics is a significant factor in determining the success of a logo. A logo has more weight than a typical image because it is a representation of a bigger advocacy or a business. When making memorable logos, it helps to avoid certain design mistakes which will destroy the impact of a logo.

Failure to Keep It Simple

A logo should follow the guidelines of simplicity. If it is overly complex, there is a chance that people may not understand the message it is trying to communicate. A complicated logo may be likened to a fingerprint. When zoomed in, one can easily see the intricacies of the fingerprint design. But when it is held at a distance, all these little details are lost.

The same is true for a logo. There are situations where a logo must be printed to the size of a gigantic billboard. There are also occasions where it must appear like a tiny speck in an official letter. For this purpose, a simple logo will provide more flexibility and versatility.

It also helps if the logo is designed using vector graphics as opposed to raster graphics. Vector technology uses mathematical computations to identify the precise points of a logo. Whatever its resolution, the quality of the image will remain the same.

On the other hand, raster graphics use pixels. When a certain resolution is expanded or maximized, there is the risk of getting pixelated and blurred images.

Reliance on Color for Identity

Colors never fail to brighten and excite any logo design. Color Theory may even inspire perceptions and feelings in people according to many psychologists. But a designer should not rely on colors completely for the success of a logo.

There are instances when a logo must be printed in black and white conditions such as official communications and in pamphlets. If a logo is reliant on its colors for its distinct identity, it will easily lose its edge when rendered in black and white.

Bad Choice of Typography

Not all logos use taglines and fonts in its design. There are clients who prefer icons because these can stand alone even without the help of words. But for those who wish to use words and taglines for their logos, the choice of font is an important factor for its overall appeal.

A logo always has an identity and the choice of typography must reflect this. The font must match the style of the logo but it should not upstage the logo itself. There is a delicate balance that needs to be settled whenever fonts for a logo are finalized.

Some designers think that the font is a trivial aspect of a logo. It may appear unimportant but it can distract people if misplaced. Typography must be taken seriously because a logo has no room for misinterpretations.

Another pitfall is the use of too many fonts. Typography choices must be complementary and they must be grounded to at least two. If there are too many fonts in a logo, the design may appear indecisive and incoherent. This is bad for logo recognition.

Copyright Infringement and Lack of Originality

A logo is an important intellectual property for a business or an advocacy group. This image will represent their objectives and values to other people. Therefore, it should be original. If the design has been copied elsewhere, it is not only bad for reputation; it is also a copyright infringement suit waiting to happen.

When a logo fails to stand out among its competitors, it will not do any favors for the business or group it represents. If the design or any of its elements have been copied elsewhere, it will have a negative effect on both the client and the designer. Copyright infringement is never tolerated and always comes with harsh penalties. Thus in logo design, creativity is always key.

Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.